Yeah I know, it’s a funny little word, not very well known, doesn’t totally roll off the tongue.  So why choose to build my brand around it?

Here’s a quick snapshot from Wikipedia:

An artisan (from Italian: artigiano) is a skilled manual worker who crafts items that may be functional or strictly decorative, including furniture, clothing, jewelry, household items, and tools. The term can also be used as an adjective to refer to the craft of hand making food products, such as bread, beverages and cheese.

<pay attention – this part is important!> Manufacture by hand and with hand tools imparts unique and individual qualities to artisanal products, in contrast to mass produced goods where every one is nearly identical. Artisans traditionally work in media such as wood, ceramics, glass, common and precious metals, basketry, textiles, esparto grass, and leather.

To be honest, I hadn’t seen this entry until I just looked it up a moment ago, but look how nicely it explains Artisanal Management’s tagline and credo – Unique*Individual*Handcrafted.  Read more...

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