Consider this Case Bumble and Bumble Exceed Expectations with School for Stylists Hair care companies everywhere spend a bundle on ads make them knowledgeable, passionate, raving fans of their in trendy fashion magazines and in television advertising brand. Foregoing a large advertising budget, B&b seeks to campaigns. But one niche player, Bumble and bumble work with only the narrow band of the best salons in the (B&b), has a different strategy--they provide their cus- industry to create a very deep, integrated relationship. tomers (salon owners) with in-salon workshops. As an Bumble & bumble University (Bb added service, they offer hair care lessons and business curriculum that is extremely exciting, challenging, and education to salon owners and stylists through Bumble inspiring, according to Jack Ray, a Raleigh salon owner. and bumble University, its self-styled center for the craft, "It's a real honor to be working with the same people culture, and commerce of hairdressing that are behind the scenes of the fashion shows in Milan, Eli Halliwell, senior operating officer for Bumble, Paris, and New York." prefers taking the company's message to salons and styl "We contrast that to everyone else in the industry, ists, empowering them with knowledge. His goal is to which we see as 'inch-deep and mile wide': they have very little relationship because they use distributors and they have a very broad set of clients." says Mr. Halliwell Probes 1. How does Bumble and bumble illustrate the principle of A-plus information? 2. How can this approach be a win-win for custom e rs and company alike? 3. What possible applications can you think of for similar businesses