Harry Burt - Marketing Innovations

Marketing Innovations

In his campaign to promote the Good Humor bar, Burt established himself as a trailblazer in the emerging areas of branding and marketing. An article in The U.S. National Archives & Records Administration states: "At a time when standardization of products was relatively unknown, Burt wanted to create a national brand name product that would retain the same ingredients and flavor in all markets". Burt not only standardized production of the Good Humor bar, itself, he also developed a novel means of getting his product to potential customers. Emulating the tactics of "old-time street vendors", he introduced the Good Humor truck, which was a fixture in American neighborhoods until the 1970s.