Title: From Preconceived Perceptions to Purchasing Realities, Species Names Carry Powerful Marketing Images (an editorial)

Author: Bumgardner, Matt; Bowe, Scott

Year: 2002

Publication: Hardwood Review Weekly. 18(45): 1, 21, 23.

Abstract: Hardwood product marketing has certainly evolved over the years. Twenty years ago, we promoted, hardwoods over softwoods, for their durability, strength and stature. Then we focused on solid wood products as better than engineered or veneered products. With the emergence of so many tropical substitutes, we focused on North American hardwoods as the right choice, particularly for their sustainability. Now, with the export of so many manufacturing facilities, some firms are reintroducing the Made in America marketing approach to distinguish their products from those made overseas.