case study of brands

• 7 August 2023

6 Examples of Great Brand Strategy Case Studies

What is Brand Strategy?

The term brand strategy relates to the methods a brand will use to market its products or services to consumers. It focuses on how they present and position themselves in the market. There are several strategies a brand can use and here are some of the biggest.

Company Name

This is where a brand will focus on marketing their company/brand name as a whole. They don’t focus on any specific element of their brand, services or products. Their goal is to improve brand awareness through marketing their name alone.

Individual Branding

This is where a brand will focus on a specific element of their brand. This could range from an individual product to a service, or even a person. This form of branding moves away from overall brand marketing and narrows its focus towards a specific element.

Attitude Branding

This is where the brand markets the idea or emotion behind their brand rather than the name or product. A brand will align itself with this idea, emotion or feeling and market their association with this factor.

Brand Extension

Brand extension is when a brand markets a sub-brand rather than the overall parent brand. Many big brands are owned by even bigger brands, but they don’t market the larger parent brand.

Private Label

Not all brands or companies create their own products. The term private label refers to products that are produced for multiple brands from one creator. Private labels offer an in-house version of commonly produced products, and a brand can market this as a lower price alternative, for example.

Brand Strategy Case Studies

There are many successful branding case studies we could use to explain each element of a brand strategy. However, we believe these 7 examples help explain the power and benefits of brand strategy well.

Red Bull – Company Brand Name

Red Bull is somewhat of a powerhouse in the world of brand marketing. Their company-based brand marketing strategy is one of the most complete but does require a lot of budget. Running F1 teams and sponsoring extreme sports athletes doesn’t come cheap but it can lead to virality.

What Has Red Bull Done?

Red Bull has always known their target market and have found a way to communicate with them. Their initial brand marketing involved finding out where their target market would hang out and hand out free products: increasing brand awareness and word-of-mouth exposure.

Now, with a much larger budget, they still perform the same style of marketing. They know where their target market will be online or what sports they enjoy and position themselves there. Be it an F1 race or an 18 year old university student looking at skydiving content on YouTube.

What Can We Learn From Red Bull?

Understanding your target market will help you position your brand correctly. Their brand is so well known most will associate it name with their favourite sport before a canned energy drink.

Apple – Individual

Apple has always pushed their products before their brand name. Hosting large expos to launch a new product and advertising their latest phone before looking to raise brand awareness. The ‘Shot on Iphone’ ad campaigns are a great example of their marketing efforts pushing the quality and ability of their products.

What Have Apple Done?

Apple focuses on the consumer within its marketing efforts and aligns this with their product. Their push towards innovation is clear from their slogan ‘Think Different’. They look to expose their product strengths and do this through TV advertising and tech influencers.

What Can We Learn From Apple?

If we’re looking to market an individual part of our brand, like a product, it’s important that we first understand the benefits. By understanding the benefits we can market these and draw attention to the selling factors. Ensuring the individual element embodies the overall brand message.

Air Jordan – Brand Extension

One of the most recognisable brand extensions is Air Jordan. A sub-brand of Nike, Air Jordans have become some of the most successful and sought after shoes in the market. They currently sell somewhere around $5 billion worth of shoes each year.

What Have Air Jordan Done?

Nike aligned their product with an up and coming basketball superstar. They also moved away from the Nike brand name as, at the time, it wasn’t ‘cool’ within the basketball scene. By focusing on the brand extension, Air Jordan, they were able to market it alongside the athlete.

What Can We Learn From Air Jordan?

Brand extensions don’t need to follow the same brand message as the parent brand. They can be unique and move away from what would be expected of the parent brand, giving them freedom to push in other directions to reach a wider potential customer base.

Aldi – Private Label

Aldi is a European supermarket that has found great success with their private label range. In fact, 90% of Aldi’s products are private label and, as the majority of their products are in-house, they’re able to control price and availability. This flexibility gives them an edge over their larger supermarket competitors.

What Have Aldi Done?

Aldi have run a number of brand marketing campaigns, however, their focus on the quality of their private label stands out. The ‘I also like this one’ campaign is a great example of how they compare themselves to others in the industry. Backing it up with consumer data, they are able to stand out as just as good but less expensive.

What Can We Learn From Aldi?

If you’re a private label brand, it’s important to know your strengths and weaknesses. Perform market research to gather relevant data and market using this information. Part of the 4 Ps of marketing is ‘price’, so it’s important to consumers that the price is competitive.

Jeep – Attitude Branding

Jeep brand themselves alongside the idea of adventure. Jeep’s marketing campaigns are all focused around the idea of the car being a tool to achieve adventures. This is a great example of how a brand can align themselves with an idea and brand the idea with the product.

What Have Jeep Done Well?

Jeep have understood their target market and have in some ways built their target market around their products. They have positioned themselves through advertisement and product placements to be recognised alongside an attitude.

What Can We Learn From Jeep?

Marketing and branding doesn’t always have to be about yourself. Branding can be an idea that you and your products envelop. Marketing this idea can associate you with that idea. You are therefore no longer just Jeep, you are the adventure car.

Enhancing a Brand Strategy

Not every brand is the same and not every strategy works for every brand. It’s important to understand who you and who your customers are before you develop a brand strategy. Knowing this will give you the best chance of success when launching a new campaign.

For more help and support in creating a brand strategy for your business or company get in contact with Fellow. You can also view our brand strategy page here.

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The Science of Successful Branding: Case Studies and Insights

Successful branding can influence consumer perceptions, build trust, and drive long-term customer loyalty.

Branding is a powerful force in the world of business. It's the art and science of creating a distinctive identity for a product, service, or company. Successful branding can influence consumer perceptions, build trust, and drive long-term customer loyalty. In this article, we will explore the science behind successful branding , exploring key principles and sharing case studies highlighting the strategies and insights that have propelled some of the world's most iconic brands to success.

Branding as an Emotional Connection

At its core, branding is about creating an emotional connection between a brand and its audience. It's not just about logos, colors, or slogans; it's about how a brand makes people feel. Successful brands understand that emotions play a crucial role in consumer decision-making. They tap into these emotions to create a bond that goes beyond the functional benefits of a product or service.

Case Study: Apple Inc.

One of the most iconic examples of emotional branding is Apple Inc. Apple's brand is synonymous with innovation, creativity, and a sense of belonging. They have mastered the art of making their customers feel like part of a community, appealing to their desire for uniqueness and self-expression. Apple's design aesthetic, sleek product packaging, and marketing campaigns all contribute to the emotional connection that has made Apple a global brand leader.

Consistency is Key

Consistency is a fundamental principle in successful branding. A brand should present a unified and coherent image across all touchpoints, from its website to its packaging and advertising. This consistency builds recognition and trust over time.

Case Study: Coca-Cola

Coca-Cola, one of the world's most recognizable brands, has maintained a consistent image for over a century. The red and white color scheme, the classic contour bottle, and the timeless "Enjoy Coca-Cola" slogan have remained largely unchanged, fostering a sense of nostalgia and reliability. This consistency has allowed Coca-Cola to establish a strong emotional connection with its customers, making it a global symbol of happiness and refreshment.

Understanding the Target Audience

A deep understanding of the target audience is essential for successful branding. Brands need to know who their customers are, what they value, and what problems they need to solve. This knowledge informs branding strategies, ensuring that a brand's message resonates with its audience.

Case Study: Nike

Nike's "Just Do It" campaign is a testament to understanding its audience. Nike recognized that its target demographic, athletes and sports enthusiasts, sought motivation and inspiration. The campaign's message, paired with powerful imagery of athletes overcoming challenges, spoke directly to this audience. The result? A brand that not only sells athletic gear but also motivates people to pursue their dreams and passions.

Storytelling: Creating a Brand Narrative

Storytelling is a powerful tool in branding. A compelling brand narrative can engage consumers on a deeper level, allowing them to connect with the brand's values and purpose.

Case Study: Patagonia

Outdoor clothing company Patagonia has embraced a brand narrative that goes beyond selling outdoor gear. They've positioned themselves as a brand that cares about the environment, sustainability, and social responsibility. Their "Worn Wear" campaign, which encourages customers to buy used Patagonia clothing and repair their old items, reinforces their commitment to reducing waste and protecting the planet. By weaving this narrative into their branding, Patagonia has attracted environmentally conscious consumers who resonate with their values.

Adaptation and Innovation

Brands must evolve and adapt to changing market dynamics, consumer preferences, and emerging trends. Stagnation can lead to irrelevance.

Case Study: Amazon

Amazon started as an online bookstore but rapidly evolved into a global e-commerce and tech giant. Their commitment to innovation demonstrated through products like the Kindle e-reader, Amazon Web Services (AWS), and Amazon Echo, has allowed them to stay at the forefront of industry trends. Amazon's willingness to adapt and expand has made it a brand synonymous with convenience and innovation in the digital age.

Cultural Relevance

Brands that understand and embrace cultural relevance can connect with their audience on a deeper level. They tap into what's happening in the world and leverage it to create meaningful messages.

Case Study: Dove

Dove's "Real Beauty" campaign challenged traditional beauty standards and focused on promoting self-esteem and body positivity. By addressing a cultural shift towards acceptance and inclusivity, Dove resonated with consumers seeking authenticity and empowerment. This cultural relevance not only boosted brand loyalty but also led to societal change.

Customer Experience and Feedback

Brands must prioritize the customer experience and actively seek feedback. This helps brands improve their products, services, and messaging based on real-world insights.

Case Study: Zappos

Zappos, an online shoe and clothing retailer, places customer experience at the forefront of its branding. Their commitment to delivering exceptional customer service, including a 365-day return policy and 24/7 customer support, has turned customers into brand advocates. By actively seeking and responding to customer feedback, Zappos continuously refines its approach, resulting in a loyal customer base.

Consistency in Branding

Successful branding requires consistency across various touchpoints. This includes the visual elements of branding , such as logos and color schemes, but it also extends to the tone of voice, messaging, and the overall brand experience.

Case Study: Starbucks

Starbucks has mastered the art of consistent branding. Their green mermaid logo, cozy store ambiance, and the promise of a personalized coffee experience have been replicated worldwide. Customers can step into any Starbucks location, whether in Seattle or Shanghai and expect the same comforting atmosphere and quality coffee.

Sustainability and Responsibility

In an increasingly environmentally conscious world, brands that prioritize sustainability and social responsibility have a competitive edge.

Case Study: Unilever

Unilever, the consumer goods giant, has made sustainability a core part of its branding strategy. With brands like Ben & Jerry's and Dove, Unilever focuses on sustainable sourcing, ethical practices, and reducing its environmental impact. Their commitment to positive social and environmental change resonates with consumers who prioritize responsible consumption.

Adaptation to Digital Channels

In the digital age, brands must adapt to new marketing channels, such as social media, online advertising, and influencer partnerships.

Case Study: Airbnb

Airbnb disrupted the traditional hospitality industry by creating a platform that connects travelers with unique accommodations. They've harnessed the power of digital marketing and social media to reach a global audience, while user-generated content and reviews provide social

proof. Airbnb's success demonstrates the importance of adapting to digital channels and embracing the sharing economy.

The Role of Trust

Trust is the cornerstone of successful branding. Brands that consistently deliver on their promises and provide high-quality products and services build trust, which, in turn, leads to brand loyalty.

Case Study: Toyota

Toyota has established trust by consistently delivering reliable and durable vehicles. Over the years, their commitment to quality and innovation has earned the trust of millions of customers worldwide. This trust has not only resulted in brand loyalty but has also positioned Toyota as a leader in the automotive industry.

Authenticity in Branding

Authenticity is an increasingly vital aspect of successful branding. Consumers are drawn to brands that are genuine and transparent in their communication and actions.

Case Study: Pat McGrath Labs

Pat McGrath Labs, a cosmetics brand, stands out for its authenticity. Founder Pat McGrath, a renowned makeup artist, leveraged her personal brand and expertise to create a cosmetics line known for its quality and inclusivity. Her direct involvement and genuine passion for her products have created a cult following among makeup enthusiasts.

Embracing Change and Innovation

The world constantly changes , and brands that embrace change and innovation stay relevant. This includes adopting new technologies, exploring new markets, and seeking out opportunities for growth.

Case Study: Netflix

Netflix began as a DVD rental service but transitioned into a streaming platform, revolutionizing the entertainment industry. Their commitment to creating original content and adapting to consumer preferences has made them a household name, even as the media landscape continually evolves.

The science of successful branding is a dynamic and multifaceted field. It involves understanding the emotions and needs of the target audience, maintaining consistency, telling compelling stories , adapting to change, and prioritizing customer experience. The case studies provided, from Apple and Coca-Cola to Nike and Amazon, demonstrate how these principles have been applied in diverse ways to achieve remarkable success. Successful branding is not just about creating a logo; it's about creating an enduring and emotionally resonant identity that stands the test of time. It's about forging connections that transcend transactions and lead to lasting brand loyalty.

You Should Know

ThoughtLab is a dynamic and innovative full-service creative agency renowned for its exceptional branding prowess and relentless commitment to thinking outside the box. With a team of visionary creatives, strategists, Web3, and marketing experts, plus decades of superior website design, ThoughtLab consistently delivers groundbreaking solutions that redefine the boundaries of branding and design. They understand that breaking away from convention and embracing bold, unique ideas is vital in today's fast-paced and competitive landscape.

ThoughtLab's approach involves immersing themselves in their client's businesses, understanding their values and aspirations, and crafting tailor-made branding experiences that resonate deeply with the target audience. Their track record of success stands as a testament to their ability to push creative boundaries, captivate audiences, and ensure their client's brands stand out amidst the noise. With a focus on innovation and a passion for excellence, ThoughtLab continues to be at the forefront of revolutionizing the world of branding and marketing. Contact ThoughtLab today.

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Brand Equity: Understanding and Enhancing Your Brand’s Value

Marketing Research

40 case studies in branding.

[Apple: Innovation and Design as Brand Identity]

[Nike: Building a Global Brand Through Storytelling and Innovation]

[Tesla: Revolutionizing the Automotive Industry Through Innovation and Sustainability]

[Amazon: Transforming Retail and Beyond]

[Zoom: Connecting the World Through Video Communications]

[Beyond Meat: A Plant-Based Revolution]

[TikTok: A Dance with Global Success]

[Coca-Cola: Quenching the World’s Thirst for Over a Century]

[Netflix: Redefining the Future of Entertainment]

[Airbnb: Disrupting the Hospitality Industry]

[Starbucks: Brewing Success Through Innovation and Responsibility]

[The Walt Disney Company: A Kingdom of Creativity and Innovation]

[McDonald’s: Serving Success with a Side of Innovation]

[Dove (Unilever): Crafting Beauty and Confidence]

[IKEA: A Symphony of Design, Affordability, and Sustainability]

[LEGO: Building Blocks of Innovation and Success]

[Slack: Revolutionizing Workplace Communication]

[Patagonia: A Case Study in Sustainable Business Practices]

[Spotify: Transitioning from music sales to subscription streaming]

[Warby Parker: Disrupting the traditional eyewear market with an online-first approach]

[Allbirds: A Case Study in Sustainable Footwear Innovation]

40.1 Apple : Innovation and Design as Brand Identity

• Introduction:

Apple Inc., known for its revolutionary technology and design, has built its brand on innovation and a unique user experience. What began as a garage startup in 1976 has become one of the world’s most valuable companies. Let’s explore how Apple achieved this success.

• Background:

Founding and Early Years: Founded by Steve Jobs, Steve Wozniak, and Ronald Wayne, Apple started as a computer manufacturer. The launch of the Apple I computer in 1976 marked the company’s debut, and the subsequent Apple II became a significant success.

Rise to Prominence: With the introduction of the Macintosh in 1984, Apple emphasized graphical user interface, leading the way in user-friendly computing. The iPod, iPhone, iPad, and MacBook line have since become iconic products.

• Product Development: Regularly updating products to include the latest technology.
• Software Ecosystem: Creating a seamless software environment that ties different Apple products together.
• Aesthetic Appeal: Sleek and modern design across all products.
• User Experience: Emphasizing intuitive interfaces.
• Apple Ecosystem: The interoperability of products encourages customers to stay within the Apple brand.
• Customer Service: Apple’s customer support, including the Genius Bar in Apple Stores, provides personalized service.
• Store Design: Apple Stores are known for their minimalist design and layout.
• In-Store Experience: Offering hands-on experience with products and one-on-one customer service.
• High Pricing Strategy: Apple’s premium pricing limits accessibility for many consumers.
• Dependence on Key Products: A significant reliance on the iPhone, which generates a large portion of revenue.
• Manufacturing Practices: Criticisms regarding working conditions in factories.
• Environmental Concerns: Issues related to recycling and waste management.
• Cultural Impact and Legacy:

Apple’s marketing has not only sold products but also shaped culture.

Think Different Campaign: This campaign emphasized Apple’s image as a company for creative and unconventional thinkers.

Influence on Music Industry: With the iPod and iTunes, Apple changed how people buy and listen to music.

Smartphone Revolution: The iPhone transformed mobile communication.

• Conclusion:

Apple’s brand is more than just a logo; it’s a symbol of innovation, quality, and a unique customer experience. By consistently focusing on design and innovation, Apple has maintained a strong brand identity that resonates with consumers globally. Its success offers essential insights into how a focus on innovation, design, and customer experience can build a powerful and enduring brand. The company’s challenges and criticisms also provide a nuanced understanding of the complexities of operating at the forefront of technology.

• Further Exploration:

Apple’s Advertising: Analyzing various Apple advertising campaigns over the years.

Competitor Analysis: Understanding how Apple’s branding strategies compare with competitors like Samsung, Google, and Microsoft.

Future Outlook: Speculating on Apple’s future in an ever-changing technology landscape.

This extended case study provides a comprehensive view of Apple’s branding, suitable for students who want to delve deeply into branding’s multifaceted nature. It includes various aspects of branding, marketing, challenges, and impact, allowing for a rich understanding of how a brand can shape not only a company’s success but also influence broader culture and industry trends.

40.2 Nike: Building a Global Brand Through Storytelling and Innovation

Nike, Inc. is a household name synonymous with athleticism, performance, and innovation. Through its creative marketing strategies and commitment to design, Nike has become a leader in the sports apparel industry. This case study will explore Nike’s rise to prominence and the branding strategies that have kept it at the forefront of the sports industry.

• Founding and Early Years: Founded as Blue Ribbon Sports in 1964 by Bill Bowerman and Phil Knight, the company changed its name to Nike, Inc. in 1971. The famous swoosh logo and the “Just Do It” slogan became integral parts of the brand’s identity.
• Growth and Expansion: With an initial focus on running shoes, Nike expanded into various sports, including basketball, soccer, and golf, becoming a multi-sport brand.
• Historical Partnerships: Nike’s collaboration with athletes like Michael Jordan led to the creation of the Air Jordan line.
• Global Ambassadors: Associating with top athletes like Serena Williams, Cristiano Ronaldo, and LeBron James.
• Emotional Connection: Creating ads that resonate emotionally with consumers, such as the “Find Your Greatness” campaign.
• Social Commentary: Engaging in cultural conversations, like the Colin Kaepernick campaign.
• Technological Advancements: Such as Nike Air cushioning technology and Flyknit fabric.
• Customization: Allowing consumers to personalize products through the NIKEiD platform.
• Nike Run Clubs: Building a community around the brand through running clubs and apps.
• Sustainability Initiatives: Such as the “Move to Zero” campaign focusing on reducing environmental impact.
• Market Competition: Competition from brands like Adidas and Under Armour.
• Pricing Strategies: Balancing premium pricing with accessibility for a broader audience.
• Labor Practices: Historical criticisms regarding factory working conditions.
• Sustainability Challenges: Managing environmental impacts across the supply chain.

Nike’s influence goes beyond sports apparel.

Influence on Streetwear: Collaborations with designers like Virgil Abloh have made Nike relevant in fashion circles.

Promotion of Women’s Sports: Marketing campaigns focusing on female athletes.

Global Reach: Establishing a presence in various global markets and sports.

Nike’s brand success lies in its ability to intertwine sports, culture, and personal aspiration. Its collaborations with athletes, investment in storytelling, and commitment to innovation have made it a leader in the sports apparel industry. The challenges and criticisms it has faced provide insight into the complexities of maintaining a global brand. Understanding Nike’s branding strategies offers an exciting exploration into how a brand can connect with consumers on multiple levels and across diverse markets.

Analyzing Advertising Campaigns: Students may explore various campaigns to understand how Nike connects with different demographics.

Competitor Analysis: Comparing Nike’s strategies with competitors to understand market dynamics.

Future of Sports Branding: Speculating on the future of branding in the sports industry and how Nike may continue to innovate.

This comprehensive case study provides a deep understanding of Nike’s branding strategies and allows students to appreciate the multifaceted nature of branding in the modern market. The connections between sports, culture, innovation, and marketing weave together to create a compelling story that offers valuable insights for anyone interested in branding, marketing, or the sports industry.

40.3 Tesla: Revolutionizing the Automotive Industry Through Innovation and Sustainability

Tesla, Inc. is not just a car manufacturer; it’s a technology company with a mission to accelerate the world’s transition to sustainable energy. Founded by a group of engineers, including Elon Musk, who became the public face of the company, Tesla has become a symbol of innovation and environmental responsibility. This case study explores how Tesla achieved this status.

• Founding and Early Years: Founded in 2003 by Martin Eberhard and Marc Tarpenning, and later joined by Elon Musk, JB Straubel, and Ian Wright, Tesla started with a vision to create electric cars that didn’t compromise on performance.
• Road to Success: The launch of the Tesla Roadster in 2008 proved that electric cars could be both stylish and powerful. Subsequent models, including the Model S, Model X, Model 3, and Model Y, diversified the product line.
• Autopilot: Developing self-driving technology.
• Battery Technology: Pioneering advancements in battery efficiency and lifespan.
• Clean Energy Products: Including solar panels and the Powerwall for energy storage.
• Sustainable Manufacturing: Efforts to minimize environmental impact in production.
• Online Sales: Bypassing traditional dealerships, selling directly to consumers online.
• Customer Experience: Creating unique showrooms and offering test drives.
• Elon Musk’s Twitter Presence: Utilizing social media to promote and defend the brand.
• Product Launches: Hosting grand events to unveil new products.
• Production Challenges: Meeting demand and managing quality control.
• Market Competition: Growing competition from traditional automakers entering the EV market.
• Labor Practices: Controversies related to factory conditions.
• Autopilot Safety Concerns: Debates over the safety of Tesla’s self-driving technology.

Changing Automotive Industry: Pushing the entire automotive industry towards electric vehicles.

Energy Conversation: Shaping dialogues about renewable energy and climate change.

Stock Market Phenomenon: Tesla’s unique position in the stock market as a technology/automotive company.

Tesla’s brand represents a fusion of technology, sustainability, and luxury. Through innovative products, a focus on environmental responsibility, and disruptive sales models, Tesla has not only built a successful brand but has also changed the landscape of the automotive industry. Analyzing Tesla’s strategies, challenges, and impacts provides valuable insights into how a brand can be a catalyst for industry-wide change.

Comparative Analysis: Understanding how Tesla’s branding strategies differ from traditional automotive brands.

Future of Mobility: Speculating on the future of electric vehicles, autonomous driving, and Tesla’s role in shaping that future.

Global Expansion: Exploring Tesla’s efforts to expand into various global markets, such as China and Europe.

40.4 Amazon: Transforming Retail and Beyond

Amazon, founded by Jeff Bezos in 1994, started as an online bookstore and quickly expanded into a vast e-commerce platform that sells virtually everything. Beyond retail, Amazon has also entered cloud computing, entertainment, and even healthcare. This case study will explore Amazon’s diverse business activities and how they’ve contributed to its colossal success.

• Early Years: Started in a garage, focusing on books, before expanding into other categories.
• Global Expansion: Rapid growth into international markets and diversified product offerings.
• Customer Experience: One-click ordering, personalized recommendations, and fast shipping.
• Amazon Prime: Subscription model offering free shipping, video streaming, and more.
• Amazon Marketplace: Allowing third-party sellers to reach Amazon’s vast customer base.
• Amazon Web Services (AWS): A leading provider of cloud computing services.
• Voice Technology: Introduction of Alexa and Echo smart speakers.
• Amazon Studios: Producing and distributing original content.
• Twitch Acquisition: Engaging the gaming community.
• Whole Foods Acquisition: Entering the brick-and-mortar retail space.
• Amazon Pharmacy: Expanding into the healthcare sector.
• Market Power: Criticisms related to monopolistic practices.
• Tax Practices: Scrutiny over tax strategies and contributions.
• Working Conditions: Concerns over conditions in warehouses and treatment of employees.
• Environmental Impact: Criticisms related to packaging and carbon footprint.
• Changing Retail Landscape: Influencing consumer expectations and competitors’ strategies.
• Innovation Leader: Setting standards in technology, logistics, and customer service.

Amazon’s success story is a testament to innovation, diversification, and relentless focus on customer experience. By continuously expanding into new areas, Amazon has not only transformed retail but also various other industries. Examining Amazon’s strategies, challenges, and cultural impact provides a deep understanding of modern business dynamics and the role of branding in shaping industry landscapes.

Competitive Analysis: Understanding Amazon’s position among global tech giants.

Future Projections: Exploring potential new markets and technologies for Amazon.

Regulatory Landscape: Analyzing potential legal and regulatory challenges.

This extensive case study offers students a multifaceted exploration of one of the world’s most impactful brands. From e-commerce to entertainment, Amazon’s influence is felt across multiple sectors. Understanding its success and challenges provides insights into innovation, strategy, ethics, and the complex dynamics of modern business environments.

40.5 Zoom: Connecting the World Through Video Communications

Zoom Video Communications, known simply as Zoom, played a pivotal role in connecting people during a time of global upheaval. Founded by Eric Yuan in 2011, Zoom quickly rose to prominence as a leading platform for video conferencing, webinars, and collaboration. This case study explores Zoom’s exponential growth, the strategies that propelled it, and the challenges it faced along the way.

• Founding Vision: Eric Yuan, a former Cisco executive, founded Zoom with a mission to make video communication frictionless and reliable.
• Early Growth: Despite entering a competitive market, Zoom differentiated itself through ease of use and robust performance.
• Ease of Use: Simple interface, quick setup, and no user account required for joining meetings.
• Quality and Reliability: Consistent video and audio quality across various devices and internet connections.
• Business and Enterprise Solutions: Offering scalable solutions for organizations of all sizes.
• Education Sector: Customized features for virtual classrooms and administrative meetings.
• Healthcare Integration: Compliance with healthcare regulations for telemedicine use.
• Localization: Tailoring offerings to different regions and languages.
• Strategic Partnerships: Collaborating with hardware vendors and integrators for seamless user experience.
• Free Access for Schools: Providing free access to educational institutions during lockdowns.
• Scaling Infrastructure: Rapidly expanding server capacity to handle surging demand.
• Security Enhancements: Addressing early security concerns with significant updates and transparency.
• “Zoombombing” Incidents: Unwanted intrusions into meetings raised questions about security.
• Data Privacy Concerns: Scrutiny over encryption and data handling practices.
• Competing Platforms: Navigating competition from established players like Microsoft and new entrants like Google.
• Sustaining Growth: Challenges in maintaining growth rates as restrictions lift and in-person meetings resume.
• Changing Work Culture: Enabling remote work, hybrid models, and global collaboration.
• Social Connections: Facilitating social interactions, virtual family gatherings, and online events.
• Redefining Communication: Setting new standards for video communication and online engagement.

Zoom’s journey is a compelling study in understanding customer needs, agile adaptation, and effective scaling. From a startup competing against tech giants to becoming a household name, Zoom’s story offers valuable lessons in innovation, strategic planning, crisis management, and ethical considerations. Analyzing Zoom’s branding, growth strategies, challenges, and cultural impact provides rich insights into the dynamics of technology-driven market disruption and the responsibilities that come with rapid success.

Competitive Landscape Analysis: Understanding Zoom’s position in a fast-evolving market.

Ethical and Regulatory Considerations: Analyzing Zoom’s response to security and privacy concerns.

Long-term Strategy and Sustainability: Evaluating Zoom’s plans to sustain growth and diversify offerings.

40.6 Beyond Meat: A Plant-Based Revolution

Beyond Meat has become a synonym for the plant-based food movement, leading the way in creating meat alternatives that cater to a growing global demand for sustainable and ethical eating. This case study explores the company’s journey, its innovative products, market strategies, and the broader impact on the food industry.

• Founding Vision: Established by Ethan Brown in 2009, Beyond Meat aimed to address environmental, health, and ethical concerns related to animal agriculture.
• Product Innovation: The development of plant-based meat substitutes that mimic the taste, texture, and appearance of traditional meat.
• Not Just for Vegetarians: Positioning products to appeal to meat-eaters looking to reduce meat consumption.
• Retail and Food Service Partnerships: Collaborations with supermarkets, fast-food chains, and restaurants.
• Celebrity Endorsements: Engaging well-known advocates of plant-based diets, such as Bill Gates and Leonardo DiCaprio.
• Sustainability Messaging: Emphasizing the environmental and health benefits of plant-based foods.
• Adaptation to Local Tastes: Developing products tailored to various global markets and cuisines.
• Regulatory Compliance: Navigating complex food regulations in different countries.
• Rising Competitors: Facing competition from both traditional food companies and new entrants in the plant-based sector.
• Product Differentiation: Striving to stand out in an increasingly crowded market.
• Taste and Texture Expectations: Meeting consumer expectations for flavors and textures similar to traditional meat.
• Price Barriers: Addressing price competitiveness with animal-based products.
• Transparency in Ingredients: Providing clear information about ingredients and processing methods.
• Life Cycle Analysis: Assessing the full environmental impact of products, from production to consumption.
• Changing Consumer Habits: Influencing a shift in dietary preferences towards plant-based options.
• Industry Collaboration: Collaborations with traditional meat producers and food service providers.
• Impact on Animal Agriculture: Contributing to debates about the sustainability and ethics of conventional meat production.

Beyond Meat’s story represents a transformative moment in the food industry, reflecting a broader cultural shift towards sustainability and conscious consumption. By analyzing Beyond Meat’s product innovation, market strategies, challenges, and cultural impact, students can gain insights into how a company can both lead and adapt to changing consumer values and industry dynamics. This case encourages critical thinking about innovation, branding, competition, ethics, and the interplay between business and societal needs.

Comparative Analysis with Competitors: Examining strategies and approaches of other players in the plant-based food market.

Consumer Behavior Study: Investigating consumer attitudes towards plant-based alternatives.

Sustainability Assessment: Conducting a comprehensive analysis of the sustainability aspects of plant-based foods.

40.7 TikTok: A Dance with Global Success

TikTok, a social media app developed by Chinese tech company ByteDance, has quickly become a sensation, particularly among younger users. This case study examines TikTok’s rapid growth, innovative content delivery, competition, and the complex regulatory landscape it navigates.

• Launch and Growth: TikTok was launched in 2016 and merged with Musical.ly in 2018 to expand its reach in the U.S. market.
• Algorithm Magic: TikTok’s unique algorithm offers personalized content, leading to higher engagement and user retention.
• Short Video Format: Users create engaging 15-second videos with a wide array of editing tools.
• Personalized Feed: The “For You Page” algorithm provides a customized content feed, enhancing user experience.
• Hashtag Challenges: Promoting user-generated content through viral challenges.
• Collaborations and Duets: Enabling collaboration between users to foster community.
• Music and Dance Focus: Strong emphasis on music and dance-related content.
• Influencer Partnerships: Collaborating with youth influencers to drive adoption.
• Local Content Adaptation: Encouraging content that resonates with local cultures and trends.
• Strategic Advertising: Utilizing in-app advertising and partnerships with brands.
• Data Security Issues: Ongoing debates over data privacy and national security.
• Regulatory Scrutiny: Challenges related to compliance with international regulations.
• Competing for Attention: A battle with platforms like Instagram, Snapchat, and YouTube.
• Intellectual Property Concerns: Issues related to copyright and content ownership.
• Democratizing Content Creation: Empowering individuals to become content creators.
• Cultural Influence: Fostering global cultural exchange and trends.

TikTok’s story is a fascinating example of how a social media platform can become a global phenomenon through innovative technology, strategic targeting, community engagement, and adaptability to local cultures. This case allows students to explore various aspects of social media business, including algorithms, user engagement, competition, regulation, and cultural impact.

Algorithm Analysis: Delve into how TikTok’s algorithm works and compare it with other platforms.

Regulatory Compliance Study: Investigate TikTok’s compliance with different countries’ regulatory frameworks.

Cultural Impact Research: Explore how TikTok influences and reflects cultural trends across the globe.

40.8 Coca-Cola: Quenching the World’s Thirst for Over a Century

Coca-Cola, founded in 1886, has grown to become one of the world’s leading beverage companies. This case study explores Coca-Cola’s brand legacy, marketing innovations, product diversity, sustainability initiatives, and the challenges and opportunities in an ever-changing global beverage market.

• Founding and Early Years: From a pharmacy concoction to a global brand.
• Iconic Advertising Campaigns: A look at some of Coca-Cola’s most memorable marketing efforts.
• Logo and Packaging: The evolution of Coca-Cola’s iconic logo and bottle design.
• Sponsorships and Partnerships: Coca-Cola’s association with sports events, entertainment, and charities.
• Local Market Adaptation: Customizing products and campaigns to fit regional tastes and cultures.
• Digital Engagement: Leveraging social media and technology for customer engagement.
• Beverage Portfolio: Introduction to Coca-Cola’s diverse product line, including soft drinks, water, and juices.
• Health-Conscious Offerings: Response to changing consumer preferences towards healthier options.
• Water Stewardship: Initiatives to reduce water usage and support community water projects.
• Recycling and Packaging: Commitment to reducing plastic waste through recycling and innovative packaging.
• Market Competition: An overview of competitors like PepsiCo and changing consumer tastes.
• Health and Regulatory Scrutiny: Challenges related to sugar content and obesity concerns.
• Emerging Markets: Strategies and challenges in entering and thriving in new markets.
• Economic Sensitivities: How global economic fluctuations affect sales and operations.

Coca-Cola’s story offers an inspiring journey into the world of branding, marketing, innovation, and corporate responsibility. The brand’s ability to adapt, innovate, and remain socially responsible provides valuable insights for anyone interested in business, marketing, and sustainability.

Marketing Analysis: Investigate how Coca-Cola has maintained its brand appeal over time.

Sustainability Evaluation: Examine Coca-Cola’s efforts in promoting environmental stewardship.

Global Business Study: Analyze Coca-Cola’s strategies in adapting to different cultures and markets.

This student version of the Coca-Cola case study serves as an engaging educational resource for courses related to business, marketing, branding, sustainability, and global commerce. Through exploration, discussion, and critical analysis, students can uncover the multifaceted dynamics that have shaped Coca-Cola’s success and its continued relevance in today’s competitive and evolving marketplace. It invites learners to reflect on the power of branding, the importance of innovation, the challenges of global expansion, and the growing significance of corporate social responsibility in modern business.

40.9 Netflix: Redefining the Future of Entertainment

Netflix, founded in 1997, has transformed from a DVD rental service to a global streaming giant. With over 200 million subscribers worldwide, Netflix has redefined the way people consume entertainment. This case study explores Netflix’s growth, innovation, content strategy, and the challenges it faces in a competitive market.

• Founding and Early Growth: From a mail-order DVD service to streaming pioneer.
• Subscription Model: Introduction of the subscription model that revolutionized content consumption.
• Streaming Technology: Development of cutting-edge streaming technology to deliver content seamlessly.
• Personalized Recommendations: Utilization of algorithms to tailor content suggestions to individual viewers.
• Original Content Creation: Investment in exclusive shows and movies to differentiate from competitors.
• Content Licensing: Acquiring rights to popular shows and movies to broaden the content library.
• Localization Strategy: Adapting content to suit diverse cultural tastes and regulatory requirements.
• Emerging Markets Growth: Expanding into developing regions with unique pricing and content strategies.
• Streaming Wars: Competition with other streaming platforms like Amazon Prime, Disney+, and HBO Max.
• Regulatory and Legal Hurdles: Navigating complex international laws and content regulations.
• Content Piracy Concerns: Efforts to combat unauthorized sharing and illegal streaming of content.

Netflix’s story is a testament to innovation, adaptability, and the power of a customer-centric approach. The lessons drawn from Netflix’s success and ongoing challenges provide valuable insights for those interested in technology, media, marketing, and global business strategy.

Technology Analysis: Investigate how Netflix’s technological advancements have shaped its success.

Content Strategy Evaluation: Examine how Netflix’s original content creation has redefined the entertainment industry.

Global Business Study: Analyze Netflix’s strategies for entering and thriving in diverse global markets.

40.10 Airbnb: Disrupting the Hospitality Industry

Airbnb, established in 2008, has emerged as a disruptive force in the global hospitality industry. This platform connects hosts and travelers, providing unique accommodations and experiences. This case study examines Airbnb’s innovation, growth, and the challenges it faces, providing comprehensive insights for students interested in entrepreneurship, technology, law, and global business.

• Founding Story: How an idea to rent air mattresses turned into a revolutionary business concept.
• Peer-to-Peer Model: Airbnb’s model of connecting hosts with travelers and its impact on traditional lodging.
• Platform Design: Exploration of the user-friendly design, including search functionality, booking process, and communication between hosts and guests.
• Trust and Community Building: Methods of establishing trust through reviews, verification processes, host education, community guidelines, and conflict resolution.
• Revenue Model: Understanding Airbnb’s commission-based revenue model, pricing strategies, and value proposition for hosts and guests.
• Global Growth Strategy: Airbnb’s rapid expansion into various cities and countries, including marketing strategies, partnerships, and local engagement.
• Experiences and Diversification: Introduction of Airbnb Experiences, business travel accommodations, and other extensions of the platform.
• Challenges in Scaling: Examination of the obstacles faced during rapid growth, including maintaining quality, customer support, and local adaptation.
• Local Regulations and Compliance: Encounters with legal issues, zoning laws, city ordinances, and ongoing battles with regulators and the traditional hotel industry.
• Impact on Housing Markets: Exploration of criticisms and studies on Airbnb’s effect on local housing prices, availability, gentrification, and neighborhood dynamics.
• Safety and Liability Concerns: Analysis of safety measures, insurance policies, host responsibilities, and incidents that have raised concerns.
• Sustainable Travel Initiatives: Airbnb’s efforts to promote eco-friendly travel practices, partnerships with local communities, and support for responsible hosting.
• Community Outreach and Disaster Response: Airbnb’s involvement in community development and providing emergency accommodations during natural disasters or crises.
• Brand Identity and Positioning: Examination of Airbnb’s brand evolution, advertising campaigns, social media presence, and efforts to differentiate itself from competitors.
• Customer Segmentation and Personalization: Strategies for targeting different customer segments and personalizing the user experience through algorithms and data analysis.

Airbnb’s transformation of the hospitality industry offers an in-depth look into technology-driven disruption, entrepreneurial innovation, community engagement, legal complexities, and social impact. The multifaceted nature of Airbnb’s journey provides a rich context for exploring diverse business concepts.

• Further Exploration and Assignments:

Platform Analysis Project: Students analyze Airbnb’s platform functionality, user experience, and technological innovations.

Regulatory Environment Study: Research and debates on the legal and ethical aspects of Airbnb’s operations in different regions.

Global Strategy Simulation: Group exercise to plan Airbnb’s entry into a new market, considering cultural, legal, and market dynamics.

Social Impact Assessment: Critical evaluation of Airbnb’s social responsibility efforts, community impact, and sustainability initiatives.

40.11 Starbucks: Brewing Success Through Innovation and Responsibility

Starbucks, founded in 1971 in Seattle, Washington, has become a global coffee icon, known for its premium quality coffee, unique store ambiance, and commitment to social responsibility. This case study examines Starbucks’ journey from a single store to an international chain, focusing on its strategic decisions, marketing practices, innovations, and challenges.

• Founding and Early Years: How Starbucks transformed from a single store selling quality coffee beans into a global coffeehouse chain.
• Mission and Vision: An examination of Starbucks’ commitment to inspiring and nurturing the human spirit, one cup at a time.
• Retail Innovation: An exploration of Starbucks’ unique store designs, customer experience, and the introduction of the “third place” concept.
• Product Diversification: Starbucks’ expansion into various products, including specialty beverages, food, packaged products, and even non-coffee items.
• Global Expansion: Strategies and challenges in entering new markets across different continents.
• Brand Building and Positioning: How Starbucks built a strong brand that emphasizes quality, community, and ethical sourcing.
• Loyalty Programs: The impact and success of Starbucks’ rewards program in enhancing customer loyalty and retention.
• Digital Engagement: Utilizing mobile apps, social media, and digital marketing to engage customers.
• Ethical Sourcing: Commitment to sourcing ethically produced coffee through fair trade practices and farmer support.
• Environmental Initiatives: Efforts in reducing waste, conserving energy, and promoting reusable products.
• Community Engagement: Investing in local communities through education, volunteerism, and support for local causes.
• Market Saturation: The challenge of maintaining growth amid increasing competition and market saturation.
• Cultural Sensitivity: Navigating cultural differences in global markets and occasional backlashes.
• Economic Factors: Responding to economic downturns and changes in consumer spending habits.
• Mobile Ordering: Implementing mobile ordering and payment systems to enhance convenience.
• Data Analytics: Leveraging data to personalize marketing and enhance customer experiences.
• Partnerships with Technology Companies: Collaborations to expand reach and offer new products.

Starbucks’ story offers valuable insights into brand building, global expansion, innovation, social responsibility, and resilience in the face of challenges. Its journey from a single store to a global chain showcases the importance of strategic decision-making, adaptability, and commitment to core values.

Supply Chain Analysis: Investigate Starbucks’ complex supply chain and its approach to ensuring quality and ethical practices.

Competitive Landscape Study: Analyze Starbucks’ competitive positioning and the dynamics of the coffeehouse industry.

Crisis Management Review: Examine Starbucks’ response to various challenges and crises over the years.

40.12 The Walt Disney Company: A Kingdom of Creativity and Innovation

The Walt Disney Company, founded in 1923 by Walt and Roy O. Disney, has grown from a small animation studio to a global entertainment conglomerate. This case study delves into Disney’s storied history, business diversification, technological leadership, and strategies that have made it a symbol of creativity and imagination.

• Founding and Early Success: The birth of Mickey Mouse, the creation of the first synchronized sound and full-color cartoons, and the groundbreaking “Snow White and the Seven Dwarfs.”
• Expanding the Magic Kingdom: Disney’s foray into theme parks, beginning with Disneyland in 1955 and followed by a global expansion.
• Diversification: Exploration of Disney’s diversification into various entertainment sectors, including movies, television, theme parks, merchandise, and media networks.
• Content Creation and Distribution: Examination of Disney’s strategies in producing and distributing content through various channels, including streaming services like Disney+.
• Global Expansion: Analysis of Disney’s strategies to enter and thrive in international markets, including China and Europe.
• Brand Building: How Disney built a universally loved brand based on storytelling, characters, and immersive experiences.
• Synergy: Understanding how Disney leverages its characters and stories across multiple business segments.
• Digital Engagement: Exploration of Disney’s digital marketing efforts, social media presence, and engagement with younger audiences.
• Revolutionizing Animation: Disney’s pioneering role in animation technology, including the introduction of CGI.
• Immersive Experiences: The integration of technology in theme parks for personalized and interactive experiences.
• Strategic Acquisitions: Insight into Disney’s acquisitions, including Pixar, Marvel, Lucasfilm, and 21st Century Fox.
• Collaborations and Partnerships: Exploration of Disney’s collaborations with other companies to enhance its product offerings and reach.
• Corporate Social Responsibility (CSR): Disney’s efforts in environmental conservation, community support, and ethical sourcing.
• Content and Cultural Sensitivity: Balancing storytelling with cultural respect and inclusiveness.
• Market Saturation and Competition: Navigating an increasingly competitive media and entertainment landscape.
• Regulatory and Legal Challenges: Adhering to varying regulations across global markets.
• Pandemic Response: Adaptation and response to the COVID-19 pandemic’s impact on various business segments.

The Walt Disney Company’s journey offers a captivating exploration of creativity, innovation, strategic thinking, and adaptability. From pioneering animation to building global theme parks, launching streaming services, and acquiring leading entertainment brands, Disney’s story is a rich lesson in entrepreneurship, marketing, technology, and global business strategies.

Leadership Analysis: Investigate Disney’s leadership strategies and the role of key leaders in shaping the company.

Competitive Landscape Study: Analyze Disney’s competitive positioning and the dynamics of the entertainment industry.

Crisis Management Review: Examine Disney’s response to various challenges, including economic downturns and unexpected crises.

40.13 McDonald’s: Serving Success with a Side of Innovation

McDonald’s is more than just a fast-food chain; it’s a global phenomenon that has shaped the way people eat around the world. Founded in 1940 by Richard and Maurice McDonald, the company has since evolved into a multi-billion-dollar giant with thousands of locations worldwide. This case study examines the key ingredients behind McDonald’s success.

• Founding and Early Growth: A look at McDonald’s beginnings, from a single drive-in to the creation of the Speedee Service System, a precursor to the modern fast-food restaurant.
• Global Expansion: How McDonald’s turned the Golden Arches into an international symbol, adapting to various cultures and tastes.
• Franchising: Exploration of McDonald’s franchising model and how it fueled the company’s rapid growth.
• Menu Innovation: How McDonald’s constantly innovates its menu to meet consumer demands and local preferences.
• Supply Chain Management: Examination of McDonald’s logistical prowess in sourcing and distributing ingredients across the globe.
• Sustainability Efforts: An insight into McDonald’s initiatives to reduce environmental impact and promote sustainable practices.
• Iconic Branding: Understanding how the Golden Arches and characters like Ronald McDonald became global icons.
• Advertising and Promotions: A review of memorable ad campaigns and marketing strategies that resonate with various demographics.
• Customer Experience: How McDonald’s focuses on customer satisfaction through services like McDelivery and the recent digital transformation.
• Digital Ordering and Mobile Apps: Exploration of McDonald’s embrace of technology to enhance customer convenience.
• Smart Restaurants: How technology is changing the in-store experience, from kiosks to AI-powered drive-thrus.
• Health Concerns: Analysis of criticisms regarding the nutritional content of McDonald’s food and the company’s response.
• Labor Practices: Discussion of challenges related to employee wages, benefits, and working conditions.
• Competitive Landscape: Examination of the fast-food market competition and how McDonald’s maintains its edge.
• Adaptation to Changing Consumer Preferences: The shift towards healthier options and how McDonald’s is responding.
• Investments in Technology: Future technological innovations that may shape the McDonald’s experience.
• Sustainability Goals: Long-term objectives in minimizing environmental impact and promoting social responsibility.

McDonald’s journey offers a multifaceted case study in entrepreneurship, innovation, marketing, global expansion, and adaptability. From flipping burgers in a single location to flipping the script on fast food worldwide, the company continues to evolve, facing new challenges and seizing opportunities.

40.14 Dove (Unilever): Crafting Beauty and Confidence

Dove, a personal care brand owned by Unilever, has become synonymous with beauty and self-esteem through its innovative products and socially conscious campaigns. This case study invites you to explore Dove’s journey and its commitment to promoting a more inclusive and positive depiction of beauty.

• Dove’s Inception: A look at the brand’s origins in 1957 with the launch of the Dove Beauty Bar.
• Product Portfolio: Overview of Dove’s wide range of personal care products, including body wash, hair care, and skincare.
• The “Real Beauty” Campaign: Examination of Dove’s groundbreaking campaign that challenged conventional beauty standards.
• Customer Engagement: Insights into Dove’s interaction with customers through social media, events, and community outreach.
• Global Expansion: Strategies behind Dove’s growth into various international markets and adaptation to different cultures.
• Research and Development: A look at how Dove constantly innovates its product line through scientific research and consumer insights.
• Sustainability Initiatives: Understanding Dove’s efforts in reducing environmental impact and promoting ethical sourcing.
• Promoting Self-Esteem: Analysis of Dove’s initiatives to enhance self-esteem, particularly among young women, through education and advertising.
• Partnerships and Collaborations: How Dove collaborates with NGOs, influencers, and other stakeholders to amplify social messages.
• Market Competition: Assessment of the competitive landscape and how Dove differentiates itself.
• Advertising Backlash: Discussion of certain advertising missteps and how the brand managed the fallout.
• Trend Adaptation: Exploration of how Dove aligns with emerging beauty and wellness trends.
• Technology Integration: How Dove leverages technology, including AI and data analytics, for product development and personalized experiences.
• Sustainability Goals: Examination of Dove’s long-term commitment to environmental sustainability and ethical practices.

Dove’s journey presents an engaging case study that goes beyond products and marketing to encompass social values, consumer connection, innovation, and global reach. The brand’s commitment to challenging beauty norms and promoting self-esteem has set it apart in a crowded market.

40.15 IKEA: A Symphony of Design, Affordability, and Sustainability

• Founding and Mission: Founded in Sweden in 1943 by Ingvar Kamprad, IKEA’s mission is to “create a better everyday life for many people.” It emphasizes affordability, design, and functionality.
• Overview of Offerings: IKEA offers a wide range of home furnishings, including furniture, kitchen appliances, decor, and accessories.
• Global Presence: With over 400 stores in 50 countries, IKEA has become a global leader in the home furnishing industry.
• Product Design and Development: IKEA’s products are known for minimalist design, functionality, and ease of assembly. Collaboration with designers worldwide keeps its offerings fresh and innovative.
• Supply Chain and Manufacturing: A well-integrated supply chain with close relationships to over 1,000 suppliers allows IKEA to maintain low costs while ensuring quality and sustainability.
• Retail Experience: The IKEA in-store experience is distinctive with showrooms, self-service warehouses, and in-store restaurants offering Swedish cuisine.
• Pricing Strategy: IKEA’s cost-conscious approach means designing products from the price tag up, ensuring affordability without compromising on quality.
• Digitalization and E-commerce: With a strong online presence, IKEA provides customers with online shopping options, planning tools, and virtual product previews.
• Advertising Campaigns: IKEA uses creative and often humorous advertising to appeal to a broad customer base, focusing on life improvement and solutions.
• Online Engagement: Digital catalogs, apps, and social media keep IKEA’s audience engaged and provide valuable customer insights.
• In-store Promotions: Seasonal displays and in-store events promote new products and encourage customer interaction.
• Brand Identity and Values: IKEA’s brand emphasizes sustainability, inclusiveness, and accessibility.
• Environmental Practices: Commitment to sustainable sourcing, waste reduction, and energy efficiency are core to IKEA’s operations.
• Renewable Energy Projects: IKEA invests in wind and solar energy, aiming to produce as much renewable energy as it consumes in its operations by 2030.
• Social Responsibility: The IKEA Foundation supports initiatives related to children’s education, refugee support, and climate change.
• Sustainable Product Lines: IKEA offers products that promote sustainable living, from energy-efficient appliances to recycled materials.
• Cultural Adaptation: IKEA adapts its product lines and marketing to reflect local tastes, customs, and living conditions.
• Market Entry Strategies: IKEA studies each market carefully, adapting its store format and product selection to local needs.
• Challenges in Different Markets: Navigating regulations, cultural differences, and local competition has posed challenges in some markets.
• Competition and Market Pressures: IKEA faces competition from both traditional furniture stores and online platforms.
• Cultural Missteps: Some global marketing campaigns have been criticized for insensitivity to local cultures.
• Quality Concerns: IKEA’s emphasis on low cost has sometimes led to perceived quality issues.
• Emerging Markets: Expansion into new markets like India and South America presents opportunities and challenges.
• Technological Innovations: IKEA is exploring augmented reality, artificial intelligence, and smart home technologies.
• Sustainability Goals: Commitment to further sustainability through its entire value chain.
• Collaborations and Partnerships: IKEA’s collaboration with designers, tech companies, and even other retailers fuels innovation.

IKEA’s unique blend of design, affordability, sustainability, and global reach has made it a standout brand in the home furnishing industry. The company’s multifaceted approach offers a rich study of modern retail, branding, international business, and corporate responsibility. The complexities and successes of IKEA’s model provide invaluable insights and inspiration for students across various disciplines.

40.16 LEGO: Building Blocks of Innovation and Success

• Founding and History: LEGO was founded in 1932 by Ole Kirk Christiansen in Billund, Denmark. The LEGO brick, as we know it today, was launched in 1958.
• Product Portfolio: Beyond the iconic bricks, LEGO’s products include themed sets, video games, movies, and educational tools.
• Mission and Values: LEGO’s mission is to “Inspire and develop the builders of tomorrow” through creative play and learning.
• Innovation in Design: LEGO constantly innovates its product line, incorporating new themes and licensed partnerships (e.g., Star Wars, Marvel).
• Quality and Precision: The manufacturing process emphasizes precision and quality, ensuring compatibility across generations of LEGO bricks.
• Digital Expansion: LEGO has embraced digital gaming and augmented reality experiences, extending the brand into the digital realm.
• Brand Building: LEGO’s brand revolves around creativity, imagination, learning, and fun.
• Advertising and Promotion: Utilizing various channels, LEGO engages customers through inventive advertising campaigns and social media.
• Community Engagement: LEGO Ideas invites fans to submit and vote on new product ideas. The LEGO community is actively engaged in product development, events, and online forums.
• Retail Experience: LEGO stores offer hands-on experiences with play areas, workshops, and exclusive products.
• Online Shopping: The online store provides an extensive product selection, customization options, and exclusive membership benefits.
• Global Distribution: LEGO products are available in more than 140 countries through various retail channels.
• LEGO Education: Through LEGO Education, the company offers learning solutions that encourage hands-on, playful learning in schools.
• Charitable Activities: The LEGO Foundation supports children’s development and learning through various global initiatives.
• Environmental Sustainability: LEGO is committed to reducing its environmental impact, including the goal to produce all products and packaging with sustainable materials by 2030.
• Market Pressures: Facing competition from both traditional toys and digital games, LEGO has had to continuously innovate and adapt.
• Intellectual Property Issues: LEGO has faced legal challenges around patents and copyrights, particularly concerning the design of its bricks.
• Economic Fluctuations: Economic downturns and shifts in consumer behavior have influenced LEGO’s sales and growth strategies.
• Adaptation to Local Markets: LEGO tailors its marketing and product strategies to different cultures and consumer preferences.
• Challenges in Emerging Markets: Entering new markets such as China has presented both opportunities and challenges, including issues related to counterfeiting.
• Technological Innovation: LEGO continues to explore new technologies, such as 3D printing and artificial intelligence.
• Collaborations and Licensing: Partnerships with entertainment franchises and designers fuel creativity and market reach.
• Focus on Adult Fans: LEGO has been expanding its appeal to adult fans through complex sets and themes that cater to various interests.

LEGO’s journey from a small carpentry shop to a global brand is a study in innovation, adaptability, community engagement, and brand stewardship. Its commitment to quality, creativity, and social responsibility offers a multifaceted case study with insights into product development, marketing, sustainability, global business strategy, and more. The story of LEGO inspires aspiring entrepreneurs, marketers, designers, and leaders to think creatively and act with purpose and integrity.

40.17 Slack: Revolutionizing Workplace Communication

• Founding and Background: Launched in 2013 by Stewart Butterfield, Eric Costello, Cal Henderson, and Serguei Mourachov, Slack has quickly become one of the leading tools for team communication.
• Business Model: Slack offers a freemium model where basic features are free, with paid plans for more functionality.
• Key Features: Slack provides channels, direct messaging, file sharing, integrations with other tools, and more to enhance team communication.
• Innovation and Updates: Continual updates and feature enhancements have kept Slack at the forefront of workplace communication tools.
• User-Centric Design: Slack’s interface is designed for ease of use and collaboration, reducing email overload.
• Target Audience: Primarily targeting businesses, both small and large, Slack has also found usage in communities and other groups.
• Growth Strategies: Referral programs, partnerships, and effective content marketing have contributed to Slack’s rapid adoption.
• Customer Engagement: Slack has utilized community engagement, feedback, and customer support to foster loyalty and improve its product.
• Competitors: Major competitors include Microsoft Teams, Zoom, and others offering communication and collaboration tools.
• Differentiation: Slack’s integrations, customization, and user experience have been key differentiators.
• Security Concerns: As with many digital platforms, security and privacy have been challenges, and Slack has implemented measures to ensure data protection.
• Freemium to Premium: The free version attracts users, while additional features and support drive customers to paid plans.
• Enterprise Solutions: Slack’s Enterprise Grid offers solutions tailored to large organizations, including advanced security and administrative features.
• Localization and Cultural Adaptation: Slack has localized its product for various markets and cultures to drive global adoption.
• Challenges in Emerging Markets: Issues such as local compliance, competition, and connectivity can present challenges in various regions.
• Pandemic Response: The shift to remote work during the COVID-19 pandemic led to a surge in Slack usage, adapting to new work patterns.
• Long-term Trends: Remote and hybrid work trends may shape Slack’s future development and market positioning.
• Strategic Acquisitions: Acquiring companies like Rimeto added capabilities to Slack’s portfolio.
• Partnerships: Collaborations with companies like Google, Salesforce, and others have extended Slack’s functionality.
• Salesforce Acquisition: The pending acquisition by Salesforce as of the cut-off knowledge date may significantly shape Slack’s future direction.
• Continued Innovation: Slack continues to explore new features, integrations, and market opportunities.

Slack’s story offers insights into the fast-paced world of technology startups, product development, global expansion, and market competition. Its response to changing work patterns and its strategic acquisitions and partnerships make it a rich subject for study. The lessons from Slack’s journey are relevant to aspiring entrepreneurs, product managers, marketers, and others interested in technology, innovation, and the future of work.

40.18 Patagonia: A Case Study in Sustainable Business Practices

• Background: Patagonia, founded in 1973 by Yvon Chouinard, is an outdoor clothing and gear retailer known for its commitment to environmental sustainability.
• Mission: “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”
• Innovation: Patagonia has been a leader in developing sustainable fabrics and materials.
• Quality & Durability: Emphasizing long-lasting products to reduce consumerism.
• Recycling & Repairing: Offering repair services and encouraging recycling of products through programs like “Worn Wear.”
• Transparency: Publicly sharing supply chain information and environmental impacts.
• Activism Marketing: Taking strong stances on environmental and social issues.
• Community Engagement: Collaborating with NGOs and community organizations.
• Supply Chain: Focusing on ethical production, fair labor practices, and organic materials.
• Environmental Activism: Regularly donating to environmental causes and supporting conservation efforts.
• B Corp Certification: Patagonia is a certified B Corporation, aligning profit with purpose.
• Profit vs. Purpose: Balancing strong financial growth with a commitment to environmental and social responsibility.
• Investing in Sustainability: Reinvesting profits in sustainable initiatives and environmental causes.
• Market Competition: Navigating a competitive market while maintaining ethical standards.
• Scale and Growth: Balancing growth and scalability with sustainability commitments.
• Greenwashing Accusations: Managing perceptions and criticisms related to authenticity and impact.
• International Expansion: Adapting sustainable practices across diverse markets and cultures.
• Global Partnerships: Collaborating with global organizations to expand environmental initiatives.
• Employee Engagement: Fostering a workplace culture that aligns with company values.
• Leadership and Governance: Maintaining leadership that embodies the brand’s ethos.
• Influencing Other Brands: Patagonia’s practices have influenced other companies to consider sustainability.
• Industry Collaboration: Working with competitors on common goals such as responsible sourcing.
• Adaptation to Climate Change: Developing strategies to mitigate and adapt to the impacts of climate change.
• New Market Opportunities: Exploring new product lines and markets while adhering to core values.

Patagonia serves as a compelling example of a company that has successfully integrated sustainability, ethical considerations, and environmental activism into every aspect of its business. From innovative product development to bold marketing strategies and influential industry leadership, Patagonia’s case study offers valuable insights for those interested in business ethics, environmental stewardship, social entrepreneurship, and innovative brand management. The brand’s ongoing challenges and successes provide rich material for analysis and reflection on the future of sustainable business practices.

40.19 Spotify: Transitioning from music sales to subscription streaming

• Background: Spotify, founded in 2006 by Daniel Ek and Martin Lorentzon, transformed the way people access and enjoy music.
• Mission: “To unlock the potential of human creativity—by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it.”
• Streaming Model: Spotify’s on-demand streaming model allows users to access millions of songs and podcasts.
• Algorithm & Personalization: The use of algorithms to create personalized playlists and recommendations.
• Freemium Model: Free, ad-supported tier alongside premium subscriptions.
• Revenue Streams: Subscriptions, advertising, and partnerships.
• User Engagement: Innovative playlists like “Discover Weekly” engage users.
• Collaborations: Partnerships with artists, labels, and other brands.
• International Reach: Spotify has expanded to numerous countries, adapting to various markets and regulations.
• Localized Content: Offering content that resonates with local cultures and tastes.
• Market Competitors: Facing competitors like Apple Music, Amazon Music, and YouTube Music.
• Royalty Disputes: Navigating complex relationships with labels, artists, and rights holders.
• Environmental Footprint: Efforts to reduce carbon footprint and promote sustainable practices.
• Supporting Artists: Initiatives to support emerging artists and creatives.
• New Features: Continual innovation in features and user experience.
• Podcasts and Original Content: Investing in podcasts and original content to diversify offerings.
• Technology Investments: Exploring technologies like AI to enhance user experience.
• Changing Consumer Behavior: Transforming the way people consume and interact with music.
• Influence on the Music Industry: Affecting record labels, artists, and music distribution.

Spotify’s rise as a leading music streaming platform offers a multifaceted case study encompassing technology innovation, marketing strategies, global expansion, and industry impact. From navigating complex licensing agreements to crafting personalized user experiences, Spotify’s journey provides valuable insights into digital transformation, competitive strategy, customer engagement, and the future of entertainment. It serves as a valuable example for understanding modern business dynamics in the digital age, including the ongoing challenges and opportunities of operating in a rapidly evolving industry.

40.20 Warby Parker: Disrupting the traditional eyewear market with an online-first approach

• Background: Founded in 2010, Warby Parker aimed to offer designer eyewear at a fraction of the price through a direct-to-consumer model.
• Mission: “To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.”
• Design: In-house design leading to unique and affordable eyewear.
• Home Try-On: A free program allowing customers to try on glasses at home before purchasing.
• Direct-to-Consumer: Selling directly to customers through e-commerce and physical stores, cutting out intermediaries.
• Social Responsibility: “Buy a Pair, Give a Pair” program donates glasses to those in need.
• Digital Marketing: Effective use of social media and content marketing.
• Community Engagement: Building brand loyalty through community events and collaborations.
• Physical Stores: Combining e-commerce with brick-and-mortar stores for an omnichannel experience.
• International Growth: Expanding to Canada and other markets, adapting to local regulations and preferences.
• Traditional Competitors: Competition with traditional eyewear brands and retailers.
• Copycat Brands: Managing competition from similar direct-to-consumer eyewear startups.
• Environmentally Conscious Manufacturing: Commitment to using sustainable materials.
• Carbon Neutrality: Efforts to reduce and offset carbon emissions.
• Virtual Try-On: Use of augmented reality for virtual try-ons via mobile app.
• Telehealth Services: Offering eye exams and prescriptions through telehealth technology.
• Disrupting Traditional Retail: Changing the way people shop for glasses.
• Promoting Social Responsibility: Encouraging other brands to adopt socially responsible practices.

Warby Parker’s innovative approach to eyewear retail has not only disrupted traditional industry practices but also set new standards in customer experience, social responsibility, and sustainability. Through its unique business model, commitment to social causes, and use of technology, Warby Parker has carved out a unique position in the market. The case study of Warby Parker offers valuable insights into how innovative thinking, customer-centric approaches, and ethical business practices can create a strong brand identity and successful business in today’s competitive retail landscape. It’s an exemplary story for understanding modern entrepreneurship, retail strategies, marketing, and social entrepreneurship.

40.21 Allbirds: A Case Study in Sustainable Footwear Innovation

• Background: Allbirds, founded in 2016 by Tim Brown and Joey Zwillinger, aimed to create comfortable and sustainable footwear.
• Mission: “To tread lighter on the planet while making better things people love to wear.”
• Sustainable Materials: Allbirds uses renewable materials like merino wool and eucalyptus fiber.
• Comfort and Design: Combining sustainable materials with comfortable and aesthetically appealing design.
• Direct-to-Consumer: Selling directly to customers to reduce costs and improve accessibility.
• Ethical Sourcing: Ensuring the ethical treatment of animals and workers in the supply chain.
• Storytelling: Emphasizing the brand’s commitment to sustainability and innovative materials.
• Word-of-Mouth: Leveraging satisfied customers as brand advocates.
• International Presence: Expanding into international markets while staying true to the brand’s values.
• Localized Initiatives: Tailoring products and marketing to suit local preferences.
• Market Competitors: Competing with established footwear brands and other sustainable startups.
• Scale and Sustainability: Balancing growth with maintaining eco-friendly practices.
• Carbon Footprint: Measuring and reducing the brand’s carbon footprint.
• Circular Economy: Exploring ways to make footwear more recyclable and sustainable.
• Transparency: Sharing information about the supply chain and material sources.
• Community Engagement: Partnering with organizations for social and environmental causes.
• Research and Development: Continuing to innovate with new materials and product lines.
• Market Expansion: Exploring new markets and consumer segments.
• Changing Consumer Behavior: Influencing the way consumers think about sustainable products.
• Inspiring Competitors: Encouraging other brands to prioritize sustainability.

Allbirds’ unique approach to footwear production, blending innovation, comfort, and sustainability, has positioned it as a leader in the sustainable fashion movement. The Allbirds case study provides a valuable window into the world of sustainable business, marketing, and product innovation. By exploring Allbirds’ strategies and challenges, students can gain insights into how a commitment to ethical practices, environmental consciousness, and customer satisfaction can drive success in today’s competitive market. The case offers lessons for those interested in entrepreneurship, sustainable business practices, and ethical consumerism.

Branding Strategies And Marketing Case Studies

A collection of brand strategy and marketing case studies that provide analysis, insights, and examples around visual identity, positioning, tone of voice, key messages, brand archetypes, content, competitors, and more..

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7 Interesting Rebrand Case Studies to Learn From.

Jason Vaught is the director of content and marketing for SmashBrand. He has two decades of experience in the CPG industry as an omnichannel retailer and brand owner.

Rebrand case studies are undoubtedly a gold mine of knowledge for businesses looking to reinvent themselves. They provide real-world examples of how companies have successfully navigated the complex terrain of rebranding. These case studies offer an in-depth look at the creative solutions and strategic decisions behind the rebranding efforts of various companies, from the bold to the subtle, and the outcomes that followed.

This article discusses different rebranding case studies, showcasing their pre and post-rebrand status and what to learn from their strategies. You will learn how companies like Old Spice build their brand strategy according to the market trends and what makes it successful. 

Whether driven by market demands, a shift in company vision, or the need to differentiate in a saturated marketplace, these rebrand case studies illuminate the path to a successful brand transformation and its significant impact on a company’s trajectory. So let’s get into it and 

The Essence of Rebranding

Rebranding is a strategic process of transforming a brand’s identity. The main goal of this step is to align the company’s identity with evolving goals, market conditions, and customer expectations. It’s not merely a facelift; rebranding reaches deep into a brand’s soul, reshaping perceptions and revitalizing its public face. 

The essence of rebranding lies in its power to signal change, to tell a new story about who the brand is, what it stands for, and why it matters in the lives of its customers. It’s a decision that comes to life through a series of calculated steps, each designed to ensure that the new brand identity resonates with the heart of the business and its audience. 

Brand strategy leads the charge, creating a narrative that captures the brand’s renewed vision and values. Brand management then takes the helm, steering the brand through the intricate waters of change, ensuring every touchpoint reflects the new direction.

Why rebranding ? It’s a question of relevance and resonance. In an ever-shifting marketplace, rebranding is the art of staying ahead and remaining connected to the pulse of consumer desires and industry trends. 

Red Gold’s Canned Tomatoes

Red Gold, one of the famous Canned tomato brands, struggled due to high competition. Despite the high quality of their tomatoes, they weren’t capturing the attention they deserved on shelves. Their packaging was not resonating, particularly with millennial moms—a segment critical for market share growth. Competitors like Rotel, Hunt’s, and Heinz were edging out Red Gold, showcasing more modern branding that appealed to contemporary consumers.

The Rebranding Strategy

Red Gold pinpointed millennial moms as their key demographic, recognizing these consumers’ preference for quality ingredients paired with eye-catching designs. To connect with this audience, Red Gold introduced “Tomato Love,” a sub-brand crafted to embody authenticity, quality, and the joy of family meals. 

They revamped their packaging, swapping out the old look for vibrant colors and a heart motif that signified their dedication to producing top-notch tomato products. This new design wasn’t just based on a hunch; Red Gold conducted six rounds of rigorous consumer testing to ensure their new image would resonate with their target audience and drive purchase decisions.

After the Rebrand

The rebranding efforts paid off handsomely for Red Gold, doubling sales in the first three months following the rebrand. Consumer purchase intent showed a remarkable increase of 148%, signaling a solid connection with the new brand image. 

Moreover, the “Tomato Love” sub-brand gained national recognition, being picked up by Kroger stores across the country, thus cementing its success. Red Gold’s strategic rebranding rejuvenated its image and significantly boosted its market presence and brand recognition.

Todd’s Better Snacks

Todd’s Better Snacks reached a pivotal moment when they realized their brand awareness and positioning were not hitting the mark. Despite offering quality snacks, they couldn’t fully connect with their customers or stand out in a crowded marketplace. 

To remain competitive and appeal to health-conscious consumers, Todd’s recognized the need to reevaluate their brand’s appeal and how they communicated their commitment to better-for-you snacks.

The Rebranding Journey

With a clear goal to amplify their presence, Todd’s Better Snacks embarked on a rebranding journey. They crafted a brand strategy to redefine their visual identity and strengthen their market position. The branding case study of Todd’s Better Snacks illustrates how they approached this transformation. 

The company focused on a design that would resonate with its target demographic and articulate the brand’s values. By aligning their packaging and messaging with the lifestyle of their audience, Todd’s Better Snacks aimed to create a more memorable and appealing brand experience.

Measuring the Impact

The actual test of any rebrand lies in its impact on the market. Brand management and communication were key in rolling out the new brand identity for Todd’s Better Snacks. They closely monitored how the rebrand influenced brand recognition and sales. 

Rebranding Success stories emerged as the products hit the shelves, with early indicators showing a positive consumer response and an uptick in sales. By effectively managing their brand’s evolution, Todd’s Better Snacks demonstrated that a thoughtful rebrand could lead to significant gains in a competitive industry.

Jar Joy’s Rebrand 

Jar Joy faced difficulty creating a significant market share, especially as a small business with ambitious goals. The challenge was to stand out in a crowded marketplace and effectively communicate their company name and brand message to consumers, persuading them to choose Jar Joy’s over established brands.

The Rebranding Solution

In response to these challenges, Jar Joy took a creative leap in rebranding efforts. They focused on refining their brand identity, ensuring it would stand out on the shelves with an innovative packaging design that promised to catch the eye of shoppers. 

The rebranding wasn’t just cosmetic; it aimed to elevate their products’ perceived taste and flavor. By leveraging branding services, Jar Joy’s embarked on a journey to retain their shelf position, enhance it, and increase product trials.

The results of Jar Joy’s rebranding were nothing short of remarkable. The strategic overhaul led to a significant increase in brand recognition, securing a more substantial presence in Costco and other national retailers. It is evidenced by an impressive 183% increase and a 33-point rise in market appeal. 

This rebranding success story is a testament to the power of well-executed brand strategy and its potential to transform a small business into a competitive force in the retail landscape.

Initially, evamor’s brand identity was rooted in its unique offering of pure alkaline water. Still, its brand positioning needed to be more distinct to stand out in the competitive bottled water market. 

While the brand had a story to tell, it struggled to make a significant impact against giants like Essentia, Fiji, Evian, and CORE Hydration. Evamor required a refreshed brand strategy highlighting its unique identity and resonating with health-conscious consumers.

The Rebranding Initiative

Evamor’s rebranding strategy was carefully crafted to redefine its brand architecture and strengthen its market position. The company embarked on a data-informed ‘Path to Performance’ strategy, which included a comprehensive packaging redesign. 

This initiative was about aesthetic enhancement and creating a cohesive narrative that encapsulates the brand’s essence and effectively communicates its values. The goal was to create a visual identity that would capture consumers’ attention and convey the purity and health benefits of Evamor’s alkaline water.

Rebranding Results

The rebranding process had a transformative effect on Evamor’s market presence. The new packaging and refined brand awareness strategies increased market share as the products began to stand out on the shelves and attract more consumers. 

The successful rebranding of Evamor also demonstrated that even in a market dominated by established players, a well-executed brand revamp could yield significant returns. While the cost of rebranding can be substantial, the investment paid off for Evamor proves that a strategic approach to branding can lead to tangible success in a crowded marketplace.

In this brand strategy case study, Ollie, like many small businesses in the pet industry, recognized the need to evolve its brand positioning to keep pace with a dynamic market. As a top DTC pet brand, Ollie’s market presence was strong, but the transition to physical retail necessitated a strategic rebrand to maintain and grow its market share.

Crafting a New Identity

Ollie’s rebranding initiative involved a thoughtful approach to creating a new brand identity that would resonate with consumers in a retail environment. Developing a new logo and a refreshed visual identity was central to this process, ensuring that Ollie’s products would attract attention and effectively communicate the brand’s values on the crowded shelves of physical retailers.

Rebrand Success Metrics

The success of Ollie’s rebranding can be measured through enhanced brand recognition and improved brand communication, which were crucial in driving customer engagement and sales. The rebranding success stories are quantified by a 4x increase in purchase intent and securing prime Petco real estate, including end-cap positions and dedicated in-store displays, leading to a 54-point and 378% increase in purchase intent. These metrics underscore the effectiveness of Ollie’s rebrand in the competitive pet industry landscape.

Before the rebrand, Tropicana’s packaging was iconic, featuring an orange with a straw sticking out, effectively communicating the brand’s message of fresh and natural juice directly from the fruit. 

The post- rebrand packaging design was a stark departure from this familiar imagery. The new design aimed to modernize the brand but ended up stripping away the visual elements that customers had come to associate with Tropicana’s identity.

The Rebrand Backlash

The rebranding of Tropicana serves as a pivotal rebranding example and branding case study in understanding the importance of brand equity and customer attachment to visual identity. 

The backlash from the public was swift and severe, with customers and critics alike voicing their discontent. This adverse reaction became a significant public relations challenge for Tropicana, as the new packaging design led to a dramatic drop in sales and a public outcry that could not be ignored.

The Course Correction

Tropicana’s response to customer feedback exemplifies proactive brand management and the flexibility required in an effective brand strategy. The company quickly acknowledged the misstep and reverted to its original packaging design. 

This decision directly resulted from listening to their customers and understanding their emotional connection with the brand’s traditional imagery. It indicates the risks of rebranding without carefully developing a working strategy. 

Johnson and Johnson Rebrand

This rebranding case study examines how Johnson and Johnson faced significant challenges in public relations and needed to restore brand trust after several publicized incidents. 

The company’s response to these incidents is a critical lesson in the benefits of rebranding . By addressing the issues head-on and communicating transparently with the public, Johnson and Johnson worked to rebuild the trust that had been eroded.

A Strategic Approach

The rebranding strategy was multifaceted, involving a comprehensive review of their brand management practices and brand architecture. The rebranding launch was carefully planned to communicate the company’s commitment to safety, quality, and transparency. This approach was essential in re-establishing the company’s reputation and reassuring consumers and stakeholders of its dedication to their well-being.

Rebranding Outcomes

The impact of Johnson and Johnson’s rebrand on public perception was significant in brand recognition and awareness—the company’s successful rebranding efforts aimed at refreshing its image and commitment to consumers. 

This strategic move helped to shift public perception positively, as the rebrand was associated with a renewed promise of quality and trustworthiness in the company’s products and practices.

Key takeaways From Brand Strategy Case studies

Analyzing various rebrand case studies reveals several critical takeaways for successful rebranding . A well-thought-out brand strategy is paramount, involving comprehensive planning and execution to ensure the new brand aligns with company values and customer expectations.

One of the critical steps in the process is to ask the right rebranding questions . It involves conducting thorough rebranding survey questions to gather insights from stakeholders, customers, and the market. This feedback is invaluable in guiding the rebranding process, ensuring the reasons for rebranding are clear, compelling, and resonate with the audience.

Some primary reasons for rebranding include staying relevant in a changing market, repairing a damaged reputation, or reflecting a significant change in company direction, services, or products. Each of these reasons must be carefully considered and addressed in the rebranding strategy to ensure the new brand is embraced by consumers and stakeholders alike.

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15 Marketing Case Study Examples With Standout Success Stories

Tomas Laurinavicius

Certain marketing campaigns leave a lasting impression. We’ve gathered insights from CEOs and marketing leaders to share one standout marketing case study that resonates with them.

From Dove’s Real Beauty Campaign’s impact to Dollar Shave Club’s viral launch video, explore fifteen memorable marketing triumphs that these experts can’t forget.

Dove’s Real Beauty Campaign Impact

Oatly’s bold brand strategy, rockervox’s tax credit success, local bookstore’s community engagement, coca-cola’s personalized brand experience, dropbox’s viral referral program, authentic influencer marketing for cpg brand, airbnb’s “we accept” social impact, amul’s topical and humorous campaigns.

• AXE’s ‘Find Your Magic’ Brand Refresh

Squatty Potty’s Humorous Viral Video

Old spice’s viral humor campaign, red bull stratos’s high-flying publicity, maple dental’s seo success story, dollar shave club’s viral launch video.

One marketing case study that has always stayed with me is the Dove Real Beauty Campaign. It really struck a chord when it launched in 2004, challenging the beauty standards and celebrating women’s diversity. What made it stand out was the “Real Beauty Sketches” video, where women described themselves to a sketch artist. Seeing the stark contrast between their self-perceptions and how others saw them was incredibly eye-opening and touching.

What I found so compelling about this campaign was its message of self-acceptance and empowerment. Dove didn’t just try to sell products; they took a stand for something much bigger, and it resonated deeply with people. Using video storytelling was a genius move as it made the message more impactful and shareable. I believe Dove showed how brands can make a real difference by addressing important social issues in an authentic and meaningful way.

Nicole Dunn , CEO, PR and Marketing Expert, Dunn Pellier Media

As a content and brand marketer, Oatly’s brand strategy always inspires me. They are a textbook example of comprehensive brand-building.

Their visual style is instantly recognizable—bold, disruptive, and often filled with humor, making oat milk a statement and something you’d be proud to display on your shelves or socials.

Their tone of voice is witty, sometimes cheeky. They’ve even printed negative feedback on their packaging, which really just shows how they court controversy to spark conversations and enhance their brand’s visibility.

And there’s a strong story behind Oatly, too. They promote sustainability and aren’t shy about their environmental impact, which has simply helped them grow an enthusiastic community of environmental advocates. Clever in endless ways, such that tons of oat milk brands have followed suit.

Wisia Neo , Content Marketing Manager, ViB

One standout marketing case study that sticks with me is the implementation of our RockerVox Restaurant Bundle, aimed at optimizing cash flow through targeted use of employer-based tax credits. The power of this case study lies in its immediate financial impact on the client, a local restaurant chain that was struggling to keep its doors open in the wake of the pandemic.

By integrating the Work Opportunity Tax Credit (WOTC) and other relevant tax schemes into their payroll setup, we enabled the restaurant to reclaim a significant amount in tax credits. The real game-changer was not just the financial relief but also how it was achieved. We combined this with StaffedUp’s Applicant Tracking System, which improved their hiring processes and decreased employee turnover. This holistic approach led to a sustainable improvement in their operations and cash flow.

What made this case study so great was its tangible results. The restaurant saw a cash flow improvement of over 100%. This wasn’t just a number on a report—it meant being able to invest back into the business, enhance their services, and ultimately, keep their community fed and employed. This approach of integrating technology with financial strategy can be adapted by other businesses striving for similar resilience and growth, especially in times of economic difficulty.

Philip Wentworth, Jr , Co-Founder and CEO, Rockerbox

Certainly, one particularly impactful marketing strategy I led at FireRock Marketing involved a small local bookstore that was facing steep competition from online retailers. Our challenge was to increase foot traffic and reinforce the store’s brand presence in a highly digitalized market.

We initiated a campaign called “Local Pages, Local Stages,” where we leveraged digital marketing alongside community engagement. The bookstore held monthly events featuring local authors and artists, which we promoted heavily through targeted social media ads, email marketing, and local influencer partnerships. This multifaceted approach tapped into the community’s growing interest in supporting local ventures, enhancing visibility significantly.

The outcomes were remarkable. Over the campaign’s six-month duration, in-store sales increased by 40%, and the bookstore saw a 65% rise in attendance at events, which also boosted ancillary revenue from merchandise and cafe sales. Additionally, social media engagement metrics increased by over 150%, reflecting greater brand awareness.

This case study sticks with me because it exemplifies the power of combining digital strategies with community-based marketing to create a sustainable growth model. It shows how businesses can use holistic, integrated approaches to effectively adapt to new consumer behaviors and competitive landscapes.

Ryan Esco , Chief Marketing Officer, FireRock Marketing

A memorable marketing case study is the “Share a Coke” campaign by Coca-Cola. Initially launched in Australia in 2011, this campaign personalized the Coke experience by replacing the iconic Coca-Cola logo on bottles with common first names.

The idea was to encourage people to find bottles with their names or those of their friends and family, creating a more personal connection to the brand. The campaign was an enormous hit and was quickly rolled out worldwide, incorporating more names and even terms of endearment in different languages.

The brilliance of this campaign lay in its use of personalization, which tapped directly into the social media trend of sharing personal moments. People enthusiastically shared their personalized Coke bottles on various social media platforms, significantly amplifying the campaign’s reach beyond traditional advertising media.

This strategy boosted sales and reinforced Coca-Cola’s position as a fun and innovative brand. The “Share a Coke” campaign is a powerful example of how traditional products can be revitalized through creative marketing strategies that engage consumers personally.

Sahil Kakkar , CEO and Founder, RankWatch

For me, a standout marketing case study that really sticks with me is Dropbox’s referral program strategy back in their early days. By offering free storage space for every successful referral, they incentivized existing users to spread the word organically, resulting in exponential growth at virtually no acquisition cost.

What made this case study so brilliant was how elegantly it aligned product experience with viral sharing. Users had a vested interest in sharing Dropbox since it directly expanded their own cloud storage. This created a self-perpetuating cycle where better product engagement fueled more referrals, which then improved engagement further.

It was an ingenious lever that capitalized on the inherent sharing dynamics of their service to ignite explosive growth. The simplicity and potency of this growth hack is what truly resonates as a paragon of effective guerrilla marketing.

Ben Walker , Founder and CEO, Ditto Transcripts

One marketing case study that has always stuck with me was a campaign I led for a major CPG brand a few years back. The goal was to increase awareness and trial of their new line of organic snacks among millennial moms in a crowded market.

We developed an influencer seeding strategy focused on relatable mom micro-influencers on Instagram. Instead of just sending products, we worked with the influencers to develop authentic content that told real stories about the role of snacking and nutrition in busy family life. The photos and videos felt genuine, not overly polished or promotional.

Engagement was through the roof—the content resonated so strongly with the target audience. By the end of the 3-month campaign, we increased awareness by 45% and trial by over 20%. The CPG brand was thrilled, and the case study became an example we still reference today of the power of influencer marketing done right. Authenticity wins.

Gert Kulla , CEO, RedBat.Agency

One marketing case study that stuck with me was the Airbnb “We Accept” campaign, launched in 2017, focusing on social impact. This response to the global refugee crisis aimed to promote inclusivity, diversity, and acceptance within communities worldwide.

What made this case study remarkable was its ability to leverage the Airbnb platform to facilitate connections between hosts and displaced persons, providing them with temporary housing and support.

Airbnb demonstrated its commitment to using its platform for social good and making a tangible difference in the lives of those in need. This aligned with its mission to create a world where anyone can belong anywhere.

At the end of the day, Airbnb’s “We Accept” campaign was a compelling case study showing brands how to address social issues, promote inclusivity, and drive positive change in communities worldwide.

Peter Bryla , Community Manager, ResumeLab

One standout marketing case study that sticks with me is the “Amul” marketing campaigns by Amul, the iconic Indian dairy cooperative, make for excellent and impactful case studies as well. Here’s why Amul’s marketing stands out:

The Amul Girl – The mascot of a mischievous, friendly butter girl has become one of India’s most recognizable brand icons since her inception in 1966. Her presence on topical ads commenting on the latest news and pop culture trends has made Amul’s billboards a long-standing source of joy and relevance.

Topicality – Amul’s billboards and newspaper ads are renowned for their topicality and ability to humorously comment on major events, celebrity happenings, and political developments within hours. This real-time marketing has kept the brand part of daily conversations for decades.

Humor – The not-so-secret sauce is the brilliant use of puns, wordplay, and satirical humor that Amul consistently delivers through the eyes of the Amul Girl. The healthy, inoffensive jokes have earned a cult following.

Longevity – Very few brands can boast an equally iconic and successful campaign running for over 50 years, still keeping audiences engaged across multiple generations. The long-running property itself has become a case study in sustaining relevance.

Local Connect – While achieving pan-India recognition, the puns often play on regional language nuances, striking a chord with Amul’s Gujarati roots and building a personal connection with local consumers.

The impact of Amul’s long-running topical billboard campaign is unmatched—it has not only strengthened brand recognition and loyalty but has also made the cooperative a beloved part of India’s popular culture and daily life. Creativity, agility, and contextual marketing at its best!

Yash Gangwal , Founder, Urban Monkey

AXE’s “Find Your Magic” Brand Refresh

Axe (Lynx in the UK) had created a problematic brand image from past marketing efforts. Their focus on ‘attraction is connected to conquest’ hadn’t dissuaded men from buying their deodorants, but had a toxic effect on perceptions of women. Research conducted on brand equity showed that brand equity was declining, with this perception of the brand aging poorly and desperately needing a refresh to continue allowing the brand to be relevant for the future.

That led to a superb partnership with creative agency 72andSunny Amsterdam. Unilever was able to tap into an entirely new philosophy for its brand:

Empower men to be the most attractive man they could be – themselves.

With that idea in mind, 2016 saw the launch of the AXE ‘Find Your Magic’ commercial, a stunning celebration of the diversity of modern masculinity. The campaign also saw the release of a new range of premium grooming products and a supporting influencer marketing campaign featuring brand ambassadors, including John Legend.

While not all parts of the creative were successful, the campaign drove more than 39 million views and 4 billion media impressions in the first quarter after the launch. But most critically, AXE saw a 30+% increase in positive perception of their brand.

This campaign will stand the test of time because it combines several important and brave initiatives:

• A forward-thinking mentality that the brand image you have today may not be suited for a future world
• A broader understanding of what your customer base looks like – women also play a big role in men’s choice of deodorant
• A big and bold attempt to change the way your brand is perceived – and succeeding with flying colors.

Yannis Dimitroulas , SEO and Digital Marketing Specialist, Front & Centre

One standout marketing case study that sticks with me is the campaign for Squatty Potty. The brand created a humorous video featuring a unicorn pooping rainbow ice cream to demonstrate the benefits of using their product. This unconventional approach garnered widespread attention and went viral, generating millions of views and shares on social media platforms.

The success of this campaign can be attributed to its creative storytelling, humor, and shock value, which made it memorable and engaging for viewers. By thinking outside the box and taking a risk with their messaging, Squatty Potty was able to create a unique and effective marketing strategy that resonated with consumers.

This case study serves as a reminder that creativity and originality can set a brand apart in a crowded marketplace, ultimately leading to increased brand awareness and customer engagement.

Carly Hill , Operations Manager, Virtual Holiday Party

The Old Spice ‘The Man Your Man Could Smell Like’ campaign remains etched in my memory. Its brilliance lies in its humor and creativity. By featuring a charismatic spokesperson and employing absurd scenarios, it captured viewers’ attention and went viral.

The campaign seamlessly integrated across platforms, from TV to social media, maximizing its reach. Its cleverness and entertainment value made it unforgettable, setting a benchmark for engaging marketing strategies. The case study showcases the importance of storytelling and humor in capturing audience interest and driving brand awareness.

Dan Ponomarenko , CEO, Webvizio

A marketing case study that has made a lasting impression on me is the Red Bull Stratos Jump. This campaign was for Felix Baumgartner’s record-breaking jump from the edge of space, sponsored by Red Bull. The goal of this campaign was to create buzz and generate brand awareness through this extreme event.

The reason why this case study stands out to me is because of its successful execution in capturing the attention and interest of not just extreme sports enthusiasts, but also the general public.

The live broadcast of Baumgartner’s jump on various channels and social media platforms garnered over 52 million views, making it one of the most-watched live events ever. Red Bull’s strategic use of real-time marketing, storytelling, and high-quality visuals made this campaign a huge success, resulting in a significant increase in sales and brand recognition for the company.

This case study serves as a great example of how a well-planned and executed marketing campaign can effectively reach and engage with a wide audience.

Brian Hemmerle , Founder and CEO, Kentucky Sell Now

One standout marketing case study that resonates with me is the SEO transformation for Maple Dental. This campaign dramatically improved their local online visibility, leading to a substantial increase in new patient appointments. The integration of Google Maps SEO proved to be a game-changer, emphasizing the power of local search optimization in attracting nearby clients.

What made this case study exceptional was the measurable impact on the clinic’s business. For instance, the campaign led to a 230% increase in phone calls and a 223% increase in website visits. Such clear, quantifiable results showcased a direct contribution to business growth. These metrics are vital for demonstrating the return on investment in digital marketing efforts.

Additionally, the use of a targeted approach to enhance Google Maps visibility was particularly compelling. By optimizing their presence on Google Maps, Maple Dental saw a 250% increase in monthly maps impressions, which directly correlated with increased patient inquiries and visits.

Ihor Lavrenenko , CEO, Dental SEO Expert

One case study that always comes to mind is Dollar Shave Club’s launch video in 2012. It was called “Our Blades Are F*cking Great,” and let’s just say it got people talking! This video was hilarious and totally different from those fancy shaving commercials we were used to seeing. It spoke directly to guys, poked fun at expensive razor prices, and offered a way to get awesome blades for much less.

Additionally, it told everyone to check out their website. It was short, catchy, and made a huge impact. This is a perfect example of how a creative and funny video can grab attention, make people remember your brand, and get them to become customers.

Perry Zheng , Founder and CEO, Pallas

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Category: Case Study blogs Redesign

Date: July 15, 2024

Popular Rebranding Case Studies for Inspiration

Establishing a compelling brand is pivotal for any business, and comprehending the intricacies of branding can be complex. It’s essential not only to understand your brand identity but also how customers perceive your products and services. Exploring brand case studies provides valuable insights, uncovering potential growth avenues based on the triumphs of other businesses. Leveraging the expertise of a reputable digital marketing company can further amplify your brand’s impact through strategic digital marketing services .

Did You Know?

It takes 5 to 7 impressions for people to remember a brand. And what if you were to rebrand the existing one?

Popular companies that were looking to rebrand often found it difficult because the old name was already established. The problem with this is when you are trying not only to establish your new brand but also live up the expectations of existing customers who have grown accustomed to buying from that particular business or industry category over time.

A lot goes down during this step: from researching companies’ history (both past successes/failures), coming up with new ideas about logo designs .

Here at ColorWhistle , we have curated a list of popular (non popular but useful ones too) rebranding case studies that you can refer to, when you are looking to rebrand your brand.

Inspirational Rebranding Case Studies

The rebranding process is a lot like an organism that evolves over time. The goal for any brand, whether they’re doing well or not so much in their market space, is to be able to find ways of improving on what’s already there and sometimes this means changing how you look from head-to toe!

As seen with many brands who’ve gone through major transformations such as Nike Inc., Redbull, Target etc.. Let’s have a look at some popular rebranding case studies to have a better vision of what worked and what was the thought process behind rebranding.

Animal Planet 

The new logo and tagline for Animal Planet is “Bringing people up close in every way,” which really tells the channel’s story. The graphic reflects this mission statement with an elephant, just representing the mood of the brand!

Case Study Link

Animal Planet has been a much-loved brand around the world for more than 20 years and the time has never been more right to engage with mass audiences across every platform who are as passionate about animals as we are.

– Susanna Dinnage, Animal Planet’s Global President

Rejuvenating a well-loved brand is no easy task. But it’s critical to ensure that the refreshed, revitalized product resonates with customers and speaks directly at their hearts in order for them not only stay loyal but increasingly come back again and recommend your business or organization to others.

Your products should reflect what you stand for as an organization so they can speak volumes about who are trying new things while still holding true on key values like quality, durability & affordability; also ensuring there’s room left over just because people want more than anything else truly meaningful when engaging digitally these days

Evernote’s brand rejuvenation is a clear example of well crafted rebranding strategy.

Throughout the process of evolving our brand, we have looked to our past for inspiration for our future. We started as a place to remember everything, and that will never go away. Our brand now reflects our broader purpose.

– Chris O’Neill, Evernote’s CEO

Mailchimp’s branding was a bit outdated and they needed a complete rebranding. They also wanted their website updated so customers could find them easily on different devices like tablets or smartphones instead of just desktop computers.

With this redesign, we set out to retain all the weird, lovable elements that endeared our earliest customers to Mailchimp, while creating space for the brand to grow and connect with even more small businesses. We didn’t want to lose our heritage in the process, so we focused on capturing the essence of what Mailchimp has always been.

– Mailchimp’s Blog

The Ruby Mills

Ruby Mills teamed with a digital agency to rebrand itself and showcase it as a part of the new trending modern digital space. The logo was refurbished to reaffirm the legacy of the brand in a contemporary manner, and yet keeping the visual language flexible enough for digital (online) & offline media and product representation. 

The brand name connoted preciousness and gave us a solid foundation to work with. The new identity was found completely aligned to the Ruby legacy and its progressive future.

– Elephant Design, Digital Agency

Slate’s Logo needed a revamp as their logo was outdated and needed a refresh to match the new industry standards. The logo was reimagined and cleaned up for a more distinct look. The “A” is being revealed, uncovering its true form in an elegant manner that hints at all those who have come before it.

Our approach was to visualize Slate’s story-making process with a language that feels like sifting through the news, looking for hidden clues and cracking the code that blows open the case. 

– Gretelny, Design Studio

Uber was famous for its inverted U in their logo and when they decided they needed a brand refresh, There were mixed responses and yet Uber’s logo refresh was a very significant one with more sophisticated typography and branding elements.

Molly Watson, the director of the verbal identity at Wolff Olins San Francisco, said the new logo was designed to represent Uber’s growth and security.

The name dunkin itself reminds us of their bright colors and their fresh look in branding. While rebranding they took a big decision of letting go their second word which is donuts and made a more crispier logo that’s even more recognizable and carried their legacy.

The new branding, developed in partnership with new creative and branding agencies Jones Knowles Ritchie (JKR), BBDO New York and Arc Worldwide, is one part of Dunkin’s multi-faceted blueprint for growth, a plan designed to transform the company into the premier beverage-led, on-the-go brand.

– news.dunkindonuts.com

When you’re just starting out, it is enough to create a single image for your company. But as soon as growth starts happening at an impressive rate and new employees start calling in with questions about how things work or what their function might be within the organization, you need to be more aware of how the brand fits the industry. Dropbos decided on a revamp that didn’t change much but yet created an impact.

Our new illustration style picks up where our earliest style—loose, handmade, witty—left off,” write creative director Aaron Robbs and VP of Design Nicholas Jitkoff.

Slack always had an eye of detail in their logo. The hash in their logo was very popular for the kind of brand it was. Yet slack decided to rebrand and give a fresh look to their logo to adapt more into the trend and industry. The new logo looked fresh and more adaptable to the brand statement of Slack

It uses a simpler color palette and, we believe, is more refined, but still contains the spirit of the original. It’s an evolution, and one that can scale easily, and work better, in many more places. 

– Slack Team

Intel with the ring is what comes to mind when one thinks about the brand. Intel decided to give a brand refresh while continuing their brand vision and brand statement. They believed that this refresh will help them connect more to their customers and do something wonderful.

The new logo represents a dramatic simplification of the Intel brand identity. Crafted with an underlying geometry, the logo has a refined symmetry, balance, and proportion that is understated and iconic.

– Team Intel

PayPal is a digital payments company known for its bold and progressive innovations. With all the exciting changes in the industry, they considered creating an even more creative expression of PayPal—the original innovator that started it all!

“At PayPal, we always strive to lead as a revolutionary brand. With our rapidly changing environment, we must create based on the needs and changes in the marketplace,” said Christina Smedley, vice president, Global Brand and Communications, PayPal.

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​​The importance of branding/rebranding case studies to understand the process cannot be overstated. 

These case studies provide an excellent and detailed look at how different brands were able to successfully navigate their own unique challenges, which will ultimately translate into success for your business in various aspects ranging from digital marketing efforts through customer service interactions with clients or employees alike!

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The rebranding process is a lot of work, but it’s worth the effort. Case studies show that when you take on this challenge and succeed in your goal to make an improved version of who we were before-only then will people see how great the new branding really does help to achieve better positioning within markets.

This is where website redesign packages come in. Our packages can help you create a website that seamlessly integrates your new branding, strengthens your customer experience, and drives results. The benefits extend beyond just business leaders – a well-designed website empowers your entire team with a clear and consistent brand message.

-Sankar, CEO at ColorWhistle

In quest of the Perfect Website Redesign Solutions Buddy?

Be unrestricted to click the other trendy writes under this title that suits your needs the best!

• Website Redesign Journey of ColorWhistle – How We Achieved 100% Performance!
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• Website Redesign Checklist: 9+ Things to Consider Before Website Redesign [PDF Download]
• Why Digital Marketing Demands Website Redesign?
• Website Redesign Complete Guide
• Why Should you Redesign your Website?

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27 Case Study Examples Every Marketer Should See

Published: July 22, 2024

Putting together a compelling case study is one of the most powerful strategies for showcasing your product and attracting future customers. But it's not easy to create case studies that your audience can’t wait to read.

In this post, I’ll go over the definition of a case study and the best examples to inspire you.

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What is a case study?

Marketing case study examples, digital marketing case study examples.

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A case study is a detailed story of something your company did. It includes a beginning — often discussing a challenge, an explanation of what happened next, and a resolution that explains how the company solved or improved on something.

A case study proves how your product has helped other companies by demonstrating real-life results. Not only that, but marketing case studies with solutions typically contain quotes from the customer.

This means that they’re not just ads where you praise your own product. Rather, other companies are praising your company — and there’s no stronger marketing material than a verbal recommendation or testimonial.

A great case study also has research and stats to back up points made about a project's results.

There are several ways to use case studies in your marketing strategy.

From featuring them on your website to including them in a sales presentation, a case study is a strong, persuasive tool that shows customers why they should work with you — straight from another customer.

Writing one from scratch is hard, though, which is why we’ve created a collection of case study templates for you to get started.

There’s no better way to generate more leads than by writing case studies . However, without case study examples from which to draw inspiration, it can be difficult to write impactful studies that convince visitors to submit a form.

To help you create an attractive and high-converting case study, we've put together a list of some of our favorites. This list includes famous case studies in marketing, technology, and business.

These studies can show you how to frame your company's offers in a way that is useful to your audience. So, look, and let these examples inspire your next brilliant case study design.

These marketing case studies with solutions show the value proposition of each product. They also show how each company benefited in both the short and long term using quantitative data.

In other words, you don’t get just nice statements, like “this company helped us a lot.” You see actual change within the firm through numbers and figures.

You can put your learnings into action with HubSpot's Free Case Study Templates . Available as custom designs and text-based documents, you can upload these templates to your CMS or send them to prospects as you see fit.

7. " Capital One on AWS ," by Amazon

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Case studies: How brands are innovating on YouTube

See how brands are innovating—and driving impact—with their video marketing strategies on YouTube. From targeting techniques, to contextual creative, to six-second video ads, learn how brands are building campaigns that deliver results with these case studies and interviews.

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How to build a full-funnel influencer marketing campaign, keeping it real: how brands are tapping into the cultural zeitgeist, how one brand tackled an enduring marketing challenge: measuring a campaign’s bottom-line impact, why data-inspired creativity is the future of effective marketing, digitally native brands are disrupting video advertising. here are 3 things they’re not afraid to do, stop guessing and start testing: 3 marketing experiments you can apply to your next campaign, organic reach is elusive. it doesn’t have to be, 4 ways brands are following viewers’ passions — and getting results, how one brand ‘sold out’ of a new product by buying into the power of influencers, how one brand literally turned data into dollars, how video helped one travel marketer convert undecided customers, how to personalize your creative at scale, 4 ways to get mid-funnel impact out of your brand campaign, how to create a product story that unfolds over time — and drives results, looking to shift brand perception take a personalized approach with 3 simple steps, if you’re running a video brand campaign, why not gather leads too, your true audience may be bigger than you realize — and video could help you find out, 3 lessons from the u.s. navy’s first made-for-digital video recruitment campaign, how the cdc built an awareness campaign that spurred action, how overstock.com created a multipurpose video campaign, how one travel marketer turned the typical use cases for video and search upside down, inside google marketing: how pixel tested a full-funnel youtube campaign, 4 principles for creating video ads that drive conversions, why your online video strategy should be more than uploading your tv spot, how an insight from search data sparked a beauty brand’s multicultural video campaign, how turner sports brought the world’s largest live pregame show to millions of fans on youtube.

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Mini Marketing Case Studies: 8 lessons for effective branding

Ah yes, the venerable brand. Key to customer decision making? Or convenient term to throw in an agency pitch deck to get a bigger budget? We’ll step aside from high-minded branding debates and get right into it, bringing you lessons from high-, low- and zero-dollar branding projects in this article. Read on for specific branding examples from a cable network, business development service, school, rock climbing instructor, and companies in the cybersecurity, food and beverages, leisure, travel and tourism, software, and business supplies and equipment industries.

(As seen in the MarketingSherpa newsletter. Click to get a free email subscription to the latest from MarketingSherpa .)

For many direct response and conversion-focused marketers, branding can feel amorphous. These marketers are generally focused on direct results and have no patience for woolly metrics like brand sentiment or positive associations.

To gauge branding’s effect on conversion metrics, MECLABS Institute has run branding experiments on landing pages (MECLABS is the parent organization of MarketingSherpa). Here are two examples.

In one experiment, a lightly branded landing page had 40% higher conversion than a non-branded landing page.

But in another experiment, a fully branded landing page experienced a 34% decrease in conversion when tested against a lightly branded landing page.

So branding is a woolly beast to master. Done well, simply adding the brand to the exact same marketing collateral can drive a significant increase in conversion. However, done poorly, you’ll be shooting your marketing in the proverbial foot.

In this article, we’ll provide mini-case studies of successful branding to spark your own ideas.

And if you’d like to learn a systematic approach for a successful brand strategy, feel free to watch the MarketingExperiments session Aligning the Brand with the Value Proposition Is the Most Powerful Way to Create Value Momentum , the source of the two previously mentioned experiments.

Lesson #1: Brands shouldn’t travel in packs

Humans are pack animals. We’re social creatures. We can’t help but look at others and try to keep up with the Joneses.

I’ve been in meetings before when I see something on a company’s website, ask how they came up with it and was told, “Well, we saw the industry leader doing it.”

Don’t just follow and copy the branding of your industry’s leader, or you’ll create yet another Why Bother Brand .

Take C-SPAN for example (which stands for Cable-Satellite Public Affairs Network). There are many cable news channels trying to make politics exciting — with dynamic exploding graphics packages, and tickers moving all over the screen screaming “breaking news”, and talking heads screaming at each other about whatever side of the rhetoric they are paid to represent.

Not C-SPAN.

When I was a Page in the U.S. House of Representatives in high school, my family back in Florida would watch C-SPAN when they missed me. Because it was literally just a camcorder aimed at the House floor, and they could see me walking around all day or opening the door for the Speaker.

You can watch your elected officials in action, and in special moments, watch the build-up to historic legislation.

Creative Sample #1: C-SPAN transit bus ad before rebranding

It would have been easy for C-SPAN to mimic its competitors when it launched a brand refresh to mark its 40 th anniversary. But instead of looking outward, the brand tried to learn more about itself.

“The challenge was to ensure that the essence of C-SPAN — what makes them so iconic — remained. After absorbing their existing research, we conducted internal and external interviews with stakeholders on the Hill [Capitol Hill], the media, and C-SPAN’s funders,” said Lauren Leva, VP, Marketing Services, Grafik , an agency that led the re-branding for C-SPAN.

“The team seemed genuinely intrigued and motivated by the fact that we’re different, and we felt good that they were paying us so much attention and adjusting their efforts to match our interests and needs,” said Peter Kiley, VP Communications, C-SPAN.

Based on the research, the unifying theme “Your Unfiltered View of Government” was adopted and introduced to remind viewers that C-SPAN offered a unique view into government.

“In a time with so much dissension in the media and people choosing sides, there was universal agreement that C-SPAN is more relevant today than ever before. This was a good opportunity for C-SPAN to showcase their position right down the middle as a trusted resource,” Leva said.

Creative Sample #2: C-SPAN newspaper ad after brand refresh

The unfiltered branding approach was communicated through advertising with a headline like, “40 years on the Hill, and we have yet to take a side.”

Creative Sample #3: C-SPAN TV network transit bus shelter ad after brand refresh

Merchandising was even created to communicate the new brand message with, for example, a hat that read “Make Up Your Own Mind” and a coffee mug that stated “#Unfiltered.”

Creative Sample #4: C-SPAN merchandise after re-brand

The campaign garnered over a quarter of a million viewers in the first two weeks of the campaign as #cspan40 trended on Twitter.

“C-SPAN was recognized as one of the three finalists in Brandweek’s rebranding category for campaigns,” said Marty Dominguez, VP Marketing, C-SPAN. “Although it wouldn’t be solely attributable to rebranding, we’ve had a banner year in terms of growth. Increased engagement and number of followers on social media platforms has exceeded all of our expectations for growth this year.”

Lesson #2: People don’t care about your brand, they care about what it can do for them

All of marketing can be explained by “Seinfeld.” In one episode, Jerry buys his dad The Wizard electric organizer. His dad doesn’t care about an electric organizer, but when he hears that he can use it to calculate tips — that impresses him.

Don’t make your brand all about your product and company. Nobody cares about that. They care what your brand can do for them. They care, for example, that your company can help them “Think Different.”

While this is true for every product and service, it tends to be especially challenging for tech companies.

DeSantis Breindel conducted a series of workshops, surveys and interviews across a digital security hardware provider’s global offices, and discovered an opportunity in the market.

“Security competitors were good at describing what they provided — trust, simplicity — but few explained why this benefited clients. They left the client to make that cognitive leap. VASCO could stand out by emphasizing what their software empowered clients to do,” said Howard Breindel, Co-CEO, DeSantis Breindel .

The previous visual brand told a hardware story.

Creative Sample #5: Previous branding for digital security hardware provider

“The methodology challenged everyone involved to think beyond the product features and functionality and to consider the broader business benefits, which were discovered and confirmed during interviews with our customers, partners, analysts and employees,” said Mary Ellen Power, Vice President, Marketing, OneSpan (the company’s new brand name, you’ll see why below).

Before the market could get behind this message, however, VASCO’s own employees would have to. “We discovered a serious divide between VASCO and eSignLive (a recent acquisition) employees. It became clear that a new name, a new brand architecture and internal engagement initiatives would be vital to uniting the company,” Breindel said.

After an internal teaser campaign, a new name (OneSpan), brand and redesigned website were introduced. Internal brand education initiatives taught managers how to incorporate the brand into their teams’ day-to-day activities.

And the new branding emphasized customer benefits. For example, it could help banks create “a frictionless customer experience across channels.”

Creative Sample #6: New branding for digital security hardware provider

The previous messaging had highlighted the types of products offered. For example, “… two-factor authentication, transaction data signing, document e-signature and identity management …”

The messaging after the re-brand explained why potential prospects should care about these products. For example, “… so even the most regulated companies can drive bold digital transformation and deliver powerful digital interactions with their customers.”

The visual look and feel used interlocking circles to suggest OneSpan’s secure offerings and integrated platform.

Creative Sample #7: New logo for digital security provider

The new tagline also emphasized the main benefit to the customer — “Be bold. Be secure.” The brand manifesto explained it as, “… For many businesses, especially in highly regulated industries, bold moves can seem daunting, if not impossible. We make the impossible possible for our clients, redefining what highly secured digital experiences can be …”

“With security underpinning OneSpan’s cloud platform, our clients have the confidence to make bold advances in their digital transformations because they do not have to compromise security when building great experiences that strengthen relationships with their own customers. That’s the connective tissue that unites all of our offerings, and that served as the crux of our brand story,” Power said.

Eight months after launch, OneSpan reported it had exceeded the high-end of financial guidance, with a 10% revenue increase over 2017.

 “We often find that companies are too focused on the what — the tangible products, solutions and services they offer — which holds them back from talking about the why — the higher purpose for why they exist, and what they ultimately enable for their clients,” Breindel said.

Lesson #3: The brand is a part of the times, not apart from the times

Strong brands stand the test of time. Brands like Colgate, HarperCollins, Brooks Brothers and Macy’s have been around since the 1800s. They are still strong today.

They have, of course, refreshed and updated with the times. That may be over long periods of social and societal change. Or it may be small or large changes in the zeitgeist. What are your customers going through? How has it affected their lives?  How does that affect their brand perception? And how should that impact how you communicate your brand?

One example — and it is hard to write an article about marketing these days and avoid this topic — is the COVID-19 pandemic.

“Empathy is just good business. Your partners and community are your greatest assets, and you should treat them as such,” said Dave Goldman, CEO & Co-Founder, Eliqs .

Eliqs is a rather unique food and beverage company. “Eliqs was built around the concept that linking the design community to the canned craft beverage space could create new business opportunities and help cure the beverage market of its plastic addiction,” Goldman said.

In normal days, that means working with freelance designers to create personalized custom brands of beer for corporate events, social events, weddings, bars, restaurants and hotels. But suddenly, those key constituencies found themselves shut down or without work.

So the company launched a campaign to brand beer for the COVID-19 era. It built an ecommerce store to sell the beer, paid full price for canned beverages from craft brewers, and donated 100% of profits split 50/50 between the freelance designers who made the can design and the WHO’s Solidarity Response Fund .

For example, one beer can designed by Carly Altieri borrowed the look of a disinfectant. The can used the Eliqs brand and dubbed the beer “Wash Your Hands.” Where product features normally go, the can listed “Stay Inside. Self Isolate. Drink Up.” And the brand promise was listed as “Kills 99.9% of Boredom.”

Creative Sample #8: Craft beer branded in response to COVID-19 Pandemic

Eliqs offered 60 COVID-19 themed beer designs submitted from the freelance design community. “We were able to donate close to $7,000 to those hurting most,” Goldman said.

Travel booking platform CuddlyNest modified its logo in response to COVID-19. Typically the logo shows two birds flying close together.

Creative Sample #9: Previous travel company logo

The company separated the birds in its updated logo as a nod to social distancing.

Creative Sample #10: Re-branded travel company logo

The company also changed its tagline from “Browse. Book. Stay.” to “Plan Now, Stay Later.”

“While we are a travel company to our core, we want to encourage our guests to adhere to CDC (U.S. Centers for Disease Control and Prevention) policies and social distance, so we can all travel safely again soon,” said Jessica Armstrong, PR and Social Media Manager, CuddlyNest.

Lesson #4: The brand is what customers experience

You can make all the soothing color palettes and flat logos you want, but when it comes down to it, you can’t create the final word (or visual) on your brand. The customer decides what your brand really is. Your brand goes through a trust trial with the customer — every brand interaction shapes the customer’s perception of that brand.

Lessonly launched an interactive virtual event series to replace its in-person events and help customers during the COVID-19 pandemic.

“It was important for us to be seen as a helper to our customers and prospects instead of being too opportunistic. These events speak to the heart of Lessonly’s brand — to help people ‘Do Better Work.’ Our mission is to help people do better work so they can live better lives, and these events help further that mission. When people think of Lessonly, we want them to think of an experience in their career that helped them become better in some aspect of their life, whether that's work or personal,” said Katie Brunette, Director of Strategic Marketing, Lessonly.

The training software company dubbed its virtual event series Virtual Coffee Connections and Llama Lunches (after its mascot). To take care of customers and prospects, Lessonly even sent lunch egift cards and Starbucks egift cards using Sendoso before the events.

Creative Sample #11: Email invite from training software company for virtual event series

Lessonly generated an average attendance rate of 55% to the events across 12 events they conducted over a two-week period.

Lesson #5: Consider the URL

One of the most tangible ways customers will interact with your brand is your website’s URL. They will type it in, click on it, see it as a call-to-action at the end of print ads.

For startups, the cost of a URL can be a significant factor in an original brand creation or re-branding.

Desk Nibbles originally started as a platform that made it easy for companies to get snacks for the office.

But the team realized the two-year-old startup was helping companies with much more than just snacks, it had become a software platform that made it easy to order a bunch of other things (like office supplies), so a rebrand was in order.

They needed a name that did not just imply food, and one that could grow with the business as it expanded into new categories and created new solutions for customers. The .com also had to be reasonably priced.

“It took us months, but we finally decided on Hoppier after a constant barrage of Slack messages in our #Rebrand channel,” said Cassy Aite, Co-Founder & CEO, Hoppier . The domain only cost about $400, and the .ca domain was $1. So the new name was a fit, and a three-month rebranding project was launched.

Since the rebrand in early 2019, the company has had more than 300% annual revenue growth.

Lesson #6: Focus on your brand’s ideal customer

An effective value proposition isn’t just a general statement, it is focused on the ideal customer.

To align your company’s brand with its value proposition, the brand must be focused on the ideal customer as well. Otherwise, you will attract the wrong people to your company — people you can’t help profitably.

“When I launched my business a little under two years ago, I knew that I was providing a super-valuable service to small business owners. However, I struggled with articulating that value through my branding,” said Kendra J. Lewis, Founder, The Boss Architect . 

“Unfortunately, it was also attracting the wrong types of clients to my business — you know, the non-paying kind,” she said.

Creative Sample #12: Previous website for business finance strategist

Creative Sample #13: Previous lead magnet for business finance strategist

“The messaging attracted a lot of dabblers and hobbyists, and generally anyone who was just looking for quick ways to get money if they had bad personal credit,” she said.

Lewis went through a re-branding and focused on communicating a more business-level message versus a personal-level message. Gone was the image of her walking down the street on the homepage, replaced by Lewis in business settings. She replaced messaging like “even if your personal credit is not so great” with business language like “cash flow,” and she emphasized the separation between the personal and the business – “without touching your personal credit.”

She made the same changes to her lead magnet, going from language like “have lenders throwing cash at you” to “fund your operations like a big business.”

And she changed the company’s tagline from, “I help businesses get funding without using their personal credit at all” to “Let's get the money you need to bring your business to life.”

“The new messaging speaks more to established businesses that are looking for ways to uplevel their businesses as opposed to struggling with cash or personal credit,” Lewis said.

She also took a more benefits-based approach with her re-branding. “My pre-rebrand message focused solely on the ‘thing’ that I was actually doing as opposed to the value and benefits of what I was doing.  The sales copy focused on getting credit for your business without using personal credit, not why business credit was important, what you actually used business credit for, and why it's actually a strategy for business growth,” Lewis said.

Creative Sample #14: Re-branded website for business finance strategist

Creative Sample #15: Re-branded lead magnet for business finance strategist

This re-branding also led to a change in her social media strategy. “My organic strategy used to consist of posting click-bait type posts in groups, such as ‘Build Business Credit immediately without using personal credit,’” Lewis said.

Creative sample #16: Previous Facebook post for business and financial strategist

With the re-branding, Lewis shifted her social media strategy and now produces benefits-based, informational posts that focus on the process, the results and the experience of working with her.

Creative Sample #17: Facebook post for business and financial strategist using new brand strategy

Before the rebrand, Lewis had only sold two high-ticket offers in the six months her business had been running.  In the first month after the new branding launched, she sold three high-ticket offers (a total of $10,000 in revenue). “Previously, my entire month of sales would cap out at $10,000. That month enabled me to double my revenue,” Lewis said.

“Don't brand prematurely, you need to be confident in yourself, your offers, and have real data from real clients before you invest in a brand,” Lewis advised. “If you can't sell it ugly, you won't be able to sell it pretty.”

Lesson #7: Every customer touchpoint is a branding opportunity

If you’ve got the budget for Super Bowl TV ads and double truck ads in The New York Times, The Wall Street Journal and USA Today — fantastic. Great way to get your brand out in the world.

But if you don’t have those resources, don’t think for one moment you can’t succeed in branding. Everything that touches the customer communicates your brand .

For example, id8 agency was working on a rebranding project for Carman Adventist School, a private Christian school in Marietta, Georgia.

After an initial analysis, id8 determined strong branding and positioning was needed, but it discovered another problem: The school was located on a heavily trafficked road — but hidden by a hill of kudzu — so no one knew it was there. Recognizing the huge potential of gaining brand impressions from street traffic, id8 recommended that the first task after creating a new brand for the school would be to design a large, bright, permanent outdoor sign and directional signs to the school that would be easily seen from the street.

Creative Sample #19: Outdoor advertising before and after re-branding for private school

After developing a strong brand through experiential design, Carman Adventist School experienced a 25% increase in enrollment from the previous year.

“With any rebranding project, taking the time to experience the customer journey first-hand, from the first touchpoint to the last time they interact with the brand, will provide monumental feedback and insights into how the business is represented to its customers. Experiential design is a process that helps shape a brand that connects your story with your audience in a meaningful way and produces substantial results,” said Kriston Sellier, President, id8.

Lesson #8: Create something worth branding

Most of the examples in this article focus on creating a distinctive brand for an already existing company or product.

But I leave you with this last point of inspiration — do something worth branding.

Sure you can create a slick brand identity for almost anything, but look beyond the brand elements you’re creating. Get to the core of the company, and make sure it is delivering true value and bringing something unique into the world.

That brings me to a gentleman named Iain Miller. “I have created a brand which is me; I am the world’s only professional sea stack climber,” Miller told me.

Miller has been able to create a clear exclusivity factor around his brand. “So many people and companies spend time and resources watching competitors. This then means they are following and trying to catch up rather than leading,” Miller said.

However, exclusivity is not enough for a value proposition to build a brand on. You need appeal as well.

Miller started by promoting the appeal of his local area — County Donegal in Ireland. “Star Wars came looking for a sea stack location, l showed them around and they filmed here at Malin Head,” Miller said.

Creative Sample #20: Article from Outsid e magazine about adventure travel in County Donegal

“When branding something, its uniqueness can be an advantage as it can have little competition. But uniqueness is also a disadvantage as it can cause what you are branding to be little known. So in my case, I had to promote my area first and foremost to create the market into which I became the only player. Like most successful brands, it is the strength of its unique selling point and the difficulty in getting to market that prevents future competitors,” Miller said.

He then shifted to becoming the brand and promoting himself.

Creative Sample #21: Article from Forbes about professional sea stack climber

Miller is the owner of Unique Ascent , the company he built off of his brand. He guides people from all over the world up to the summits of sea stacks, he trains people to be mountain and rock-climbing guides, and he does tourism promotional work.

“Turning a hobby such as rock/sea stack climbing into a business is part of [a] professional strategy. People want to be trained by the best. Being the best or the perception of being the best is very much part of having authority, which is of course, simply good branding,” Miller said.

And if Iain can successfully brand sea stack climbing, you can create a powerful brand around research and product development. Or your freelance work. Or a crowdsourcing marketplace. Or however you, your client and/or your company add value to the world.

“It is possible to brand anything and brand it well. If I can take an unknown niche activity in an unknown part of the world and attract a global audience, then anything is indeed possible, especially when you consider all it cost me was time and very little financial cost,” he advised.

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Brand Strategy: SaaS lifts revenue 37% through revamped value proposition

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Brand Value Proposition: What Is It and How to Create One?

Brand Vision vs. Mission: Understanding the Difference (With 15 Real-World Examples)

The Importance of Brand Localization (+ Successful Examples)

3 Thought-Provoking Podcasts for Branding Enthusiasts

Case study: beyondminds’ branding journey.

There is nothing artificial about branding when it is done right. 

On the contrary, effective branding – which captures and communicates deep truths about a company – is as genuine a narrative as there is.

50 Video Lessons | In-Depth Workbook | Templates | Support The Ultimate Brand Building System is now open for registration. Enroll today to stand out in your market and create a future-proof brand!

Table of Contents

Introduction

Authenticity branding was my mission when I undertook a branding project for, ironically enough, an artificial intelligence company. BeyondMinds , is a new enterprise Artificial Intelligence (AI) company in a crowded field – one that is characterized by hype and overpromises – making the need for a strongly articulated and differentiated brand particularly critical.

Despite the breadth of sectors and personalities, the principles I apply are universal – although the details and nuances of them do vary.

There are also branding differences between b2b and b2c entities, but the reality is that the lines are blurring, as all companies want to sound young and fresh, and human. You’ve all seen that yourselves, as the biggest, multi-billion dollar behemoths seem to be seen as friendly and accessible. And now that I mention it – you’ll be even more alert to that trend.

So, let’s start with the key principles of branding that we applied to the BeyondMinds project:

Brand Research

Start inside before you go outside

Branding is storytelling; the truism that “Facts tell, stories sell” cannot be denied. So for BeyondMinds, I – along with my project partner, co-conspirator, and former head of marketing at Conduit, Yochai Levi, spent many hours with the company’s leadership and key stakeholders.

We also interviewed outsiders, including prospective clients. These were honest, transparent, and wide-ranging conversations that helped us thoroughly understand both the product from the AI-side, as well as the cultural and mission-driven side.

We came to understand and appreciate that this is a category that struggles with hyperbole and overpromise, which leads to an 87% failure rate when it comes to production. BeyondMinds overcomes that.

Brand Purpose

Finding the Reason Beyond the Reason

To elaborate on the mission point, today a company needs to be animated by a purpose that goes beyond developing innovative products or services, and that is inspired by the fundamental change and impact the company wants to make in the world. Simon Sinek writes about this in his “Why?” framework, but many consultants have reinforced the need for an internal company driver; I have written about it in HuffingtonPost and other places.

For BeyondMinds, the animating impulse was to build a bridge from theory to practice, so that companies could achieve their missions. When you think about it, we are a mission-enabler – and that’s a pretty wonderful role to play.

Brand Positioning

Embracing where you fit

Most start-ups who see the world through a completely fresh lens – the way BeyondMinds does – are called “challenger brands.” Technology doesn’t need to be gently advanced, but radically reinvented – because enterprise AI, as it is currently developed and deployed, is largely an abject failure.

As we developed the positioning and voice for BeyondMinds, we used the framework detailed below; I think you’ll be nodding in agreement as you read the fundamental distinctions between a hungry and smartly opinionated challenger brand, and a lazy and mushy “Goliath” or legacy brand.

Landing on who you are

With those principles in mind, we began the development of the BeyondMinds strategy and positioning. The first step was to create a business descriptor that served the dual mission of being a clear and compelling explanation of what the company does – and, simultaneously, expressing that in a differentiated fashion. Both are essential to successful branding. If you are descriptive but not unique, you will blend into the noise of a crowded category. If you lack clarity, it doesn’t matter how unique your storytelling is.

We landed on a strong, memorable, and instantly telegraphic phrase:

We are the AI Multiplier company.

We then detailed just some of the many ways that our technology multiples the enterprise-wide power of AI. A “multiplier” company is exponentially more valuable than a technology that is merely additive. We multiply everything below; at the same time, this phrase speaks, subliminally, to a stock price multiple:

• The inherent capabilities of enterprise AI – which have not even been additive, and have often been subtractive
• A challenger brand tells it like it is
• The speed to production timeline because we are MORE than a model – thus solving the 87% failure rate
• The ROI of AI
• The ease of maintenance
• The strengths of the internal client team, liberated from the struggle of building their own solution
• AI x BeyondMinds = Industry Standard

The next step was to go one level further and identify the core approach that separates our platform from everyone else:

We are the only enterprise AI company that is “universally applicable and easily adaptable.”

This message speaks to the modular nature of our Multiplier AND its flexibility:

• It is this proprietary combination that enables us to solve the problems that have plagued AI deployment.
• Simple, memorable statement of what separates us; acts as a filter for R&D. If new technologies and products don’t advance this framework, we don’t make the investment.
• Sets up case histories as our marketing will present them.

Brand Communication

Building your own language.

As part of the branding project, we then developed an enriched vocabulary which creates new messaging contexts for our “first name.” Part of successful branding is to build an ownable new language around the company name. While not all names lend themselves to that strategy, fortunately, BeyondMinds’ does:

• Beyond Theory
• Beyond Conventional Approaches
• Beyond Failures
• Beyond Internal Capabilities
• Beyond a Model
• Beyond the Competition
• Beyond Borders

Mission Statement

From there, we baked all that work into a mission statement:

Our mission is to create AI partnerships that enable the world’s most sophisticated companies to benefit quickly and enduringly from AI’s benefits, while freeing themselves of the risks and burdens of its development and ongoing maintenance .

This single sentence covers a lot of ground. It speaks to the “partnership” relationship with our clients. We are the furthest thing from a vendor. We target “sophisticated” companies who have both complex needs and a deep understanding of what separates real from fake AI. “Quickly and enduringly” speaks to the speed of implementation and the long-term value of our solution. And the last section deals with the way that we liberate our clients from having to build their own systems.

Finally, we boiled all that down to a positioning we describe as “Inspired Pragmatism” and can be summed up in this simple but profound statement:

We Love Theory. We Practice Production.

It captures the bridging strategy that I described earlier in six memorable words that connect our love with the beauty and elegance of theory, and our relentless focus on the practical and pragmatic. Therein lies our magic  – which defines not only the company’s go-to-market advantages, but the characteristics and attributes of those we want to recruit and attract as we grow.

This is a good example of how successful branding extends beyond marketing, into HR and the entire operational philosophy of a company.

From those six words, we created an expanded statement of the mission as a short manifesto:

There have been extraordinary advances made in AI – in academia and elsewhere – in the last few years. It’s been a quantum leap, a trajectory change. But it’s also led to disappointment, exaggerated claims, and failures. BeyondMinds is the bridge from theory to practice, and to successful production. We do that with the first enterprise AI solution that is universally applicable and easily adaptable. We’ve identified those foundational AI elements, the business, and human truths, that transcend individual industries, while similarly addressing burning customization needs. We create partnerships with our clients by bringing them an AI Multiplier Effect, which frees them from the 87% failure rate of traditional AI deployments – a frustrating waste of time and money. The Multiplier Effect continues after deployment, from Day One through Day Forever, as we improve in real ways, in real-time. In other words, we deliver AI without the PAIN .

You can see how tightly the principles and themes of the branding are woven together, in just a few sentences. One thing I want to call out is the idea of business truths and human truths being part of our AI development.

That’s part of our competitive differentiation. We understand how businesses operate, and how AI needs to integrate successfully with different industries; that’s the “easily adaptable” part of our story. At the same time, we understand human behaviors and how the brain operates – because the way to overcome the 87 percent rate is by successful partnering between people and technology.

So, there you have it.  BeyondMinds used this message in its successful public-launch and its first announcement of a raise of $15M (see a story on the round in VentureBeat ).

All branding, of course, is a work-in-progress – as marketplaces change dynamically, especially in AI. But the core truths remain, while the applications shift. So far, the internal and external feedback has been validating – because the genuine always wins.

About the Author

Adam Hanft is a brand strategist — he runs Hanft Projects, a NYC firm — and is a frequently published marketing authority and cultural critic. He sits on the boards of Scotts Miracle-Gro and 1800Flowers, and has consulted for dozens of start-ups around the world, as well as larger entities like McKinsey, Microsoft, Fidelity, and Match.com. Find him on Twitter .

I have no doubt that Beyond Mind will be successful as it’s Beyond anything we have ever seen before. Best Future to Beyond Mind and Adam Hanft for the incredible story of what it is and a Mission, elegantly delivered, about where it’s headed.

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A Better Way to Map Brand Strategy

• Niraj Dawar
• Charan K. Bagga

Companies have long used perceptual mapping to understand how consumers feel about their brands relative to competitors’, to find gaps in the marketplace, and to develop brand positions. But the business value of these maps is limited because they fail to link a brand’s market position to business performance metrics such as pricing and sales. Other marketing tools measure brands on yardsticks such as market share, growth rate, and profitability but fail to take consumer perceptions into consideration.

In this article, Ivey Business School’s Niraj Dawar and Charan K. Bagga present a new type of map that links a brand’s position to competitors according to its perceived “centrality” (how representative it is of the company) and “distinctiveness” (how much it stands out from other brands) with its business performance along a given metric.

Using the tool, marketers can determine a brand’s current and desired position, predict its marketplace performance, and devise and track marketing strategy and execution.

In-depth examples of the car and beer markets demonstrate the value of this tool to managers of brands in any category.

HBR Reprint R1506G

Figure out where you are on the distinctiveness-centrality spectrum.

Idea in Brief

The problem.

Companies have long used perceptual maps to understand how consumers feel about their brands relative to competitors’ and to develop brand positions. But their business value is limited because they fail to link a brand’s position to market performance metrics. Other marketing tools measure brands on yardsticks such as market share, growth rate, and profitability but fail to take consumer perceptions into consideration.

The Solution

The C-D map links perception and performance in a new way. It shows brands’ relative position in the marketplace according to perceived “centrality” (how representative a brand is of its category) and “distinctiveness” (how well it stands out from other brands). It also captures financial performance along a given metric, such as sales volume or price.

The Implications

Using the tool, marketers can determine a brand’s current and desired position, predict its marketplace performance, and devise and track marketing strategy and execution.

In-depth examples of the car and beer markets demonstrate the value of this tool for managers of brands in any category.

Marketers have always had to juggle two seemingly contradictory goals: making their brands distinctive and making them central in their category. Central brands, such as Coca-Cola in soft drinks and McDonald’s in fast food, are those that are most representative of their type. They’re the first ones to come to mind, and they serve as reference points for comparison. These brands shape category dynamics, including consumer preferences, pricing, and the pace and direction of innovation. Distinctive brands, such as Tesla in cars and Dos Equis in beer, stand out from the crowd and avoid direct competition with widely popular central brands.

• ND Niraj Dawar is a professor of marketing at the Ivey Business School, Canada. He is the author of TILT: Shifting your Strategy from Products to Customers (Harvard Business Review Press, 2013).
• Charan K. Bagga is a visiting assistant professor at Tulane University’s Freeman School of Business.  

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Top 40 Most Popular Case Studies of 2021

Two cases about Hertz claimed top spots in 2021's Top 40 Most Popular Case Studies

Two cases on the uses of debt and equity at Hertz claimed top spots in the CRDT’s (Case Research and Development Team) 2021 top 40 review of cases.

Hertz (A) took the top spot. The case details the financial structure of the rental car company through the end of 2019. Hertz (B), which ranked third in CRDT’s list, describes the company’s struggles during the early part of the COVID pandemic and its eventual need to enter Chapter 11 bankruptcy. 

The success of the Hertz cases was unprecedented for the top 40 list. Usually, cases take a number of years to gain popularity, but the Hertz cases claimed top spots in their first year of release. Hertz (A) also became the first ‘cooked’ case to top the annual review, as all of the other winners had been web-based ‘raw’ cases.

Besides introducing students to the complicated financing required to maintain an enormous fleet of cars, the Hertz cases also expanded the diversity of case protagonists. Kathyrn Marinello was the CEO of Hertz during this period and the CFO, Jamere Jackson is black.

Sandwiched between the two Hertz cases, Coffee 2016, a perennial best seller, finished second. “Glory, Glory, Man United!” a case about an English football team’s IPO made a surprise move to number four.  Cases on search fund boards, the future of malls,  Norway’s Sovereign Wealth fund, Prodigy Finance, the Mayo Clinic, and Cadbury rounded out the top ten.

Other year-end data for 2021 showed:

• Online “raw” case usage remained steady as compared to 2020 with over 35K users from 170 countries and all 50 U.S. states interacting with 196 cases.
• Fifty four percent of raw case users came from outside the U.S..
• The Yale School of Management (SOM) case study directory pages received over 160K page views from 177 countries with approximately a third originating in India followed by the U.S. and the Philippines.
• Twenty-six of the cases in the list are raw cases.
• A third of the cases feature a woman protagonist.
• Orders for Yale SOM case studies increased by almost 50% compared to 2020.
• The top 40 cases were supervised by 19 different Yale SOM faculty members, several supervising multiple cases.

CRDT compiled the Top 40 list by combining data from its case store, Google Analytics, and other measures of interest and adoption.

All of this year’s Top 40 cases are available for purchase from the Yale Management Media store .

And the Top 40 cases studies of 2021 are:

1.   Hertz Global Holdings (A): Uses of Debt and Equity

2.   Coffee 2016

3.   Hertz Global Holdings (B): Uses of Debt and Equity 2020

4.   Glory, Glory Man United!

5.   Search Fund Company Boards: How CEOs Can Build Boards to Help Them Thrive

6.   The Future of Malls: Was Decline Inevitable?

7.   Strategy for Norway's Pension Fund Global

8.   Prodigy Finance

9.   Design at Mayo

10. Cadbury

11. City Hospital Emergency Room

13. Volkswagen

14. Marina Bay Sands

15. Shake Shack IPO

16. Mastercard

17. Netflix

18. Ant Financial

19. AXA: Creating the New CR Metrics

20. IBM Corporate Service Corps

21. Business Leadership in South Africa's 1994 Reforms

22. Alternative Meat Industry

23. Children's Premier

24. Khalil Tawil and Umi (A)

25. Palm Oil 2016

26. Teach For All: Designing a Global Network

27. What's Next? Search Fund Entrepreneurs Reflect on Life After Exit

28. Searching for a Search Fund Structure: A Student Takes a Tour of Various Options

30. Project Sammaan

31. Commonfund ESG

32. Polaroid

33. Connecticut Green Bank 2018: After the Raid

34. FieldFresh Foods

35. The Alibaba Group

36. 360 State Street: Real Options

37. Herman Miller

38. AgBiome

39. Nathan Cummings Foundation

40. Toyota 2010

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10 Interesting Branding Case Studies to Look out!

Brand Identity is 'how' a business wants to be perceived by customers, it's constructed by the brand itself. It's combined message transmitted through the brand name, logo, style and visuals. It utilises creative strategy to build a memorable and positive brand experience online and offline. Here, we have collected few branding case studies which are done in recent times; take a peek.

01. Health Sutra Brand Identity Case Study

The brand identity was done by Elephant Design to ensure ancient Indian millets could make a comeback into the market in its raw, authentic and unprocessed form.

More details on Case study

02. Brand Identity of Godrej Jersey

The outdated brand identity of Jersey was redone by NH1 Design to communicate a contemporary and modern brand image to its audience.

The complete Case study

03. Brands Evolving with their Consumers

Every brand starts with keeping consumer needs in the mind but with time many lose that connection. The Branding & Design agency, Design Stack has been helping many significant brands to resonate with their evolving consumers and in the process, they are creating exquisite brands. Here we are showcasing a few of their recent projects!

More details here

04. People Buy Stories and Experiences!

People don't buy products or logos, they buy stories, they buy experiences. Believing this, NH1 Design , an integrated branding consultancy has always kept its focus on making a brand more lovable. Here are some of the recently created stories and experiences have been presented.

The detailed Case study

05. Clario – Humanising and Simplifying the Cyber-Security

Recently everything has shifted to online from shopping, to work, to manage money and because of this the risks to our digital security and safety have increased exponentially. To make digital lives less risky and more secure, Conran Design Group , UK, has brought to life an entirely new visual and verbal identity 'Clario' that humanises, personalises and simplifies cybersecurity. Here we understand how they made it a success.

06. Brand Identity for Linen Club

Linen Club is one of the top manufacturers producing pure linen fabric for over six decades. This pioneering brand has over 200 exclusive stores, more than 7000 multi-brand outlets, making them India's leading linen brand. They approached VGC to help the brand expand their offering across the both fashion as well as lifestyle. VGC designed a new brand identity for them, let's have a look!

A detailed Case study here

07. Visual Identity for a Contemporary Sweet Brand!

Rusbury is a great example of how to brand a sweet and savouries store in today's contemporary times. Sukkrish AADDS, a Bangalore based creative agency founded by Shreesh Shankar , gives an interesting twist to the branding (visual identity).

08. Branding The Original Mumabaiya Vada Pav

NH1 Design takes us through its approach behind freshly branding a local Indian street food outlet while ensuring that it retains an identity credible of being authentic, fun, young and affordable.

09. Visual Identity for UpGrad

A Visual Identity is not just about aesthetics and appearance. It's about communicating brand ethos with flair, and Design Stack does just that for upGrad.

10. 'Big is What Big Does' Campaign for Aditya Birla Group

Strategic Design & Communication Agency VGC have been Aditya Birla Group's brand custodians since 1997. The latest campaign, conceptualized and executed by VGC, is the next step in the Aditya Birla Group's brand journey.

The complete Case study here

Every year many exceptional design briefs are being answered with brilliant solutions by many talented designers. Some manage to reach the limelight through awards and other recognitions, but not all. And that is where the 'DCS-01' comes into the picture with detailed case studies highlighting the challenges, research, and the unique solutions to each obstacle faced in reaching these final design solutions. An inspiration and a collection of quality design projects created in India recently.

So, if you are creative freelancer, agency, studio, corporate or a design student, who needs inspiration and want to know the process of making great designs, then this is a must-have book for your collection. Order it today to reserve a copy of this limited stock book.

Related Rebranding Case Studies Articles:

• 10 Inspiring Rebranding Case Studies •  What is the Right Time for Rebranding?

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10 Winning B2B Marketing Case Studies (Plus Key Takeaways)

by Katy French

B2B marketing is tough. Industries are volatile, there are more decision-makers than ever, and it can feel nearly impossible to stand out in the crowd. Over the last decade , we’ve guided our clients through these pitfalls (and more), and we know what it takes to create great campaigns, produce stellar content, and build winning brands. We also love any chance to showcase our work—and share the insights we’ve learned to help others in the B2B marketing space. So let’s take a look at 10 successful B2B marketing case studies to analyze how we solved each client’s unique challenge, why it worked, and how you can apply the same ideas to your own strategy.

10 Successful B2B Marketing Case Studies

From large campaigns and SEO strategies to experimental formats and standalone pieces of content, each of these projects allowed us to flex our skills and create the best results for our clients. 

1) Blend Increases Site Traffic 183%

The Challenge: Blend , a FinTech company in the mortgage and consumer banking space, needed to scale content and position the brand as an industry expert. Having never focused on SEO, the team approached us to build their SEO strategy from scratch.

What We Did : To build a robust and high-ranking content ecosystem, we constructed a keyword cluster framework targeting Blend’s core audience and adopted a two-pronged approach to tackle those keywords.

• First, we optimized Blend’s core site pages to drive traffic. 
• Then, we created fresh content to expand Blend’s reach.

Collaborating closely with the Blend team, we established an efficient workflow and regular publishing schedule, enabling us to scale content production and consistently support our SEO objectives.

After numerous iterations and over 100 blog articles, Blend achieved significant improvements, including:

• 183% increase in site traffic
• Over 50 unbranded keywords ranking on Page 1
• Site visibility increase from 1.82% to 13.89%

The Takeaway: SEO requires constant adaptation, so it’s important to create a flexible strategy that can evolve as you grow. See our guide to choose the right keywords for your brand, and learn about the latest SEO practices to compete against AI . Although it’s tough to start from scratch, if you target the right keywords with a steady stream of valuable content, you’ll see your rankings improve over time. 

2) Lucidworks’ Interactive Educates Executives

The Challenge: Lucidworks helps companies build AI-powered search and data discovery solutions for employees and customers . To position the brand as a thought leader and provide much-needed education about data, Lucidworks wanted to create a fresh piece of content around the provocative subject of dark data. 

What We Did: Dark data can be a dry and tedious topic. To make it more engaging and captivating, we proposed an interactive microsite that would immerse users in the story—through the metaphor of an iceberg. Using copy, imagery, animation, and interactivity, we guided users into the dark abyss below the surface to reveal the value of dark data. This creative treatment brought the story to life in an unexpected way, becoming the perfect hero piece to showcase Lucidworks’ expertise. 

The Takeaway: Visual storytelling can be a powerful tool, and interactive content is especially enticing. If you’re not sure what types of stories you might tell in this format, follow these tips to brainstorm great interactive ideas.

3) Unbabel Creates a NSFW B2B Campaign

The Challenge: Unbabel is a Language Operations platform that facilitates customer interactions in any language. To grab attention and educate small businesses about the significance of Language Operations, the Unbabel team asked us to craft a bold and edgy campaign.

What We Did: We knew we needed to do something unusual and provocative in the B2B space, so we devised a daring campaign centered around the provocative acronym STFU. Traditionally meaning “Shut the F*** Up,” we reimagined STFU to stand for “Start Translating Fearlessly with Unbabel.” This bold phrase allowed us to convey Unbabel’s key benefits across a variety of formats, including a hero video, e-book, blog articles, social media content, and an interactive game. Not only did this campaign turn heads but Unbabel’s CMO called it one of the most visually compelling campaigns they’ve done to date. Best of all, the fresh messaging strategy positioned Unbabel as a true leader in the space.

The Takeaway: One of the biggest myths in B2B marketing is that it has to be boring. Just like B2C, unique and provocative campaigns can be just as successful. If you’re looking to push the envelope in your marketing, follow these tips to brainstorm edgy and exciting ideas .

4) SAP Creates an Award-Winning Podcast

The Challenge: SAP is a global enterprise software company that wanted to raise awareness about its cutting-edge SAP Leonardo technologies, which include machine learning, big data, and blockchain tech. In a push to move beyond traditional B2B content, they aimed to engage a wider audience through innovative and creative storytelling that could captivate and inform people in an unconventional way. 

What We Did: Instead of the usual types of B2B content (e.g., ebooks or infographics), we developed Searching for Salai , a fictional 9-part science-fiction podcast. This series reimagined the cultural narrative around new technologies while weaving in elements of time travel, history, and mystery. By combining entertainment with education in an audio format, we engaged SAP’s audience in a unique way, successfully reframing the perception of advanced technologies.

The podcast was a big risk; fortunately, it paid off. Searching for Salai garnered two prestigious awards: Best Podcast/Audio Series and Content Marketing Project of the Year at the Content Marketing Institute’s 2019 Content Marketing Awards.

The Takeaway: It’s easy to get used to producing the same type of content, whether it’s blog articles or videos, but experimenting with a different format can give you surprising results. If you’re not sure what that might look like, here  are five fresh creative formats to try .

5) Dialpad Gets the LOLs with a Comedic Video Campaign 

The Challenge: Dialpad , a communication software solution provider, needed to effectively launch and promote their new VoiceAI product. This required a robust brand strategy, content strategy, and supporting content to increase awareness and clearly communicate the benefits of their innovative features. They asked us to come up with a creative approach to differentiate the brand and engage their audience in a memorable way.

What We Did: We began by refreshing Dialpad’s brand strategy to clearly define their brand heart  (including purpose, vision, mission, and values) and target personas . With this strong foundation, we crafted key messaging centered around the tagline “Make Smarter Calls” to ensure consistency across all touchpoints. To lead Dialpad’s content campaigns, we produced two humorous videos spoofing common challenges in phone calls and showcasing VoiceAI’s unique benefits, such as note-taking during meetings and automating voice communications.

We’re happy to say the videos garnered 300,000+ views and were named Webby Awards honorees in the “Branded Entertainment Scripted” category.

The Takeaway: Creative storytelling only works if you deeply understand your core brand story . If you haven’t already done it, build out your brand messaging framework to identify your tagline, value prop, and key brand story pillars, which will help you create on-brand content t hat is consistent and cohesive—no matter the format. 

6) ELM Learning Makes a Splash in a Crowded Industry

The Challenge: ELM Learning , an eLearning agency known for its innovative approach combining neuroscience with human emotion, was struggling to stand out in the corporate learning industry. They needed to increase brand awareness, clarify their offerings, and attract higher-quality leads, so we embarked on a strategic branding engagement to highlight ELM’s unique value proposition and creative strengths.

What We Did: We began by conducting extensive competitive research and stakeholder interviews to understand the market landscape and ELM’s unique strengths. This led us to re-engineer the ELM brand around a “people-first” positioning, emphasizing their trademarked NeuroLearning methodology and the positive experiences clients had working with their team.

We then developed a fresh visual identity , revamped the ELM Learning website, and created new brand messaging and a content strategy that effectively communicated the new brand story to the market. As a result of their rebrand, ELM’s opportunity rate increased 60% in the first 30 days of site/brand launch, attracting multiple high-profile enterprise accounts.

The Takeaway: A successful rebrand is not about a new logo and fresh color palette. It requires serious research and strategic decisions to better communicate a brand’s story. If you’re considering a rebrand, here are 7 things to know before you start.

7) Instacart Finds Fresh B2B Revenue with a New Content Strategy

The Challenge: Instacart needed to scale the B2B side of their business by showcasing how their online and in-store technology supports ambitious retailers. To build awareness and expand reach, they asked us to build and deploy a cohesive content strategy. 

What We Did: To increase both awareness and conversions, we bolstered several key parts of Instacart’s strategy. 

To establish a stronger, more B2B-centered presence online, we crafted a robust content and SEO strategy around crucial keywords. This blog content resulted in an average ranking increase of 29 spots.

To further engage their audience as they moved down the funnel, we also designed the Instacart Ads Academy, an interactive learning platform where partners could get certified in ad basics. This helped increase familiarity with Instacart’s offerings and provided valuable education.

Additionally, after analyzing existing sales materials, we reimagined how the sales team could use data to highlight insights more effectively. With this improvement, their 5-point scale sales efficacy rating jumped from a 3.8 to a 4.2.

The Takeaway: A well-rounded content and SEO strategy is the key to B2B revenue growth. Follow our tips to master SEO , brainstorm high-value ideas for your audience , and bridge sales and marketing to create a stronger buyer journey. 

8) Bloomreach’s Paid Media Strategy Surpasses Goals by 30%

The Challenge: Bloomreach , a platform that personalizes the e-commerce experience, sought to build brand equity and increase awareness with new audiences through their first-ever brand campaign. They approached us to develop a comprehensive multi-channel paid media strategy that would effectively maximize their spending across various platforms. 

What We Did: To help them hit their goals, we focused on hyper-segmentation and real-time testing. Utilizing geofencing, historical data, and targeted job titles, we segmented the exact audiences Bloomreach wanted to reach, then partnered with specialized vendors to deploy the campaign across multiple channels (digital platforms, connected TV, programmatic channels, and podcasts).

Through a test-and-learn approach , we continuously improved the campaign’s effectiveness in real time, ensuring optimal results. As a result, we surpassed Bloomreach’s goals:

• Moved 10% of their target account list from ‘unaware’ to ‘aware’
• Garnered 13 million impressions
• Maintained a $10 average CPM
• Secured 429,000 completed audio listens at an average cost of $0.03

The Takeaway: Adopting an agile test-and-learn strategy is a savvy way to optimize spend and improve marketing results across the board. If you’re not familiar with this approach, see our ultimate guide to agile marketing to implement it in your marketing operation. 

9) Directive Turns Dull Data into Engaging Storytelling

The Challenge: Directive , a customer generation agency for tech brands, wanted to position the brand as a thought leader in the SaaS space by transforming proprietary data into a comprehensive report about the most effective paid media platforms. They approached us to create a compelling piece of lead-generating content, leveraging our expertise in data storytelling to make the data both accessible and engaging.

What We Did: Initially, Directive envisioned a static PDF report about which platforms bring the highest ROI. However, after assessing their content and goals, we proposed transforming their data insights into a sleek, streamlined interactive experience  (along with a downloadable PDF appendix). By blending data storytelling with eye-catching design, we transformed a large volume of data into a compelling narrative, making it easy and enjoyable for their audience to navigate. Best of all, this approach enabled Directive to track traffic, downloads, and other valuable metrics, helping them understand which content was most impactful for their audience.

The Takeaway: Data storytelling is always gold for marketing, especially if it’s based on proprietary data. To uncover your own stories, look at your internal data , and find out how to translate those insights into interesting content . 

10) Hummingbird Educates with a Fresh Explainer Video 

The Challenge: Hummingbird , a financial compliance platform, struggled to convey their innovative technology to an audience that predominantly relies on manual processes. To educate viewers and generate excitement about the platform’s revolutionary impact on financial compliance, we created a sleek and compelling explainer video. 

What We Did: Our approach to solving Hummingbird’s communication challenge was two-fold.

• First, we aimed to build suspense and craft an engaging narrative about how Hummingbird’s technology combats financial crime.
• Second, we needed to differentiate Hummingbird from its competition and position it as a unique, forward-thinking company.

To do this, we developed a human-centric story that highlighted the tech-led solution. Then, to infuse the explainer with dynamic energy, we used a mixed-media mosaic approach that combined illustration, photography, and animation (inspired by Hummingbird’s existing brand). The resulting video is now a key piece of sales enablement , allowing the team to communicate the product’s benefits quickly and effectively. 

The Takeaway: A good explainer doesn’t just state facts; it uses emotional hooks and visual tools to bring people into the story. To improve your own videos, learn about the keys to a good explainer, and get inspired by these 50 explainer video examples .

How to Master B2B Marketing Yourself

No matter what your industry is, or what unique challenges you face, there are a few key ways to improve your marketing—and make sure you’re growing in the right direction. 

• Start with the right strategy. From goals to metrics, platforms to editorial calendars, it takes a lot to build a functioning marketing machine. Use our free B2B marketing strategy toolkit to build a cohesive strategy that covers every gap and helps you achieve your goals. 
• Tell stories your competition can’t. As AI-generated marketing floods the Internet, it’s harder and harder to stand out against the competition. That’s why it’s important to showcase what makes your brand special. Start with our tips to brainstorm truly unique stories only you can tell.  
• Stay educated. Whether it’s the latest industry news or B2B trends, stay in the loop to keep your brand competitive.  You can also subscribe to our Best Story Wins podcast to hear industry leaders’ tips to win hearts, minds, and market share. 

Most importantly, make sure you have the right team to win. Find out more about how to curate the perfect content marketing team , and consider bringing in an expert to fill any gaps. You can start your search with our tips to find the right content agency , or take a look at how we tackle content strategies . 

Regardless, remember that success doesn’t happen overnight. Good content marketing requires patience, experimentation, and diligence. 

Good luck out there. 

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August 06 2024 | By Justin Kirkland, copywriter

• Business Strategy

How to Do Marketing Research in Less than 30 Minutes? Nike Case Study

Table of contents.

Marketing research is a complex and time-consuming process, but what if I told you that you can do it in less than 30 minutes?! With AI capabilities and the right tools, market research is no longer a tall order. You need only two things: a media monitoring project for collecting data and an AI Brand Assistant to analyze data for you.

Let’s say that in your market research, you want to learn about Nike’s online performance in the past 30 days.

It couldn’t be easier!

Marketing research  is the process of gathering, analyzing, and interpreting information about a market, including its products, services, customers, focus groups, competitors, and industry trends, to support decision-making and strategy development. Usually, the market research process is resource- and time-consuming, but with the right tool, you can conduct it in less than 30 minutes.

So, if market research is one of your responsibilities and you have been struggling with it so far, you are in the right place!

Read further to compare 3 helpful tools and discover the secret to market research in 3 steps and less than 30 minutes.

Let’s go!

What is marketing research? Definition

Marketing research is your secret weapon for business success! 

Imagine having a crystal ball that shows you what your customers really want, what your competitors are up to, and how you can win your target market. 

That’s marketing research for you! 

It’s all about gathering data, crunching numbers, and getting insights to help you make smart decisions. 

Whether you’re launching a new product, improving your services, or just wanting to know what people think about your brand, marketing research gives you the answers. 

It’s like having a superpower that keeps you one step ahead, ensuring you’re always in the know and ready to grow!

Conduct marketing research in less than 30 minutes with Brand24!

Purposes & benefits of marketing research

• Consumer research:  Understanding customer needs, preferences, and customer satisfaction level
• Market analysis:  Evaluating market potential and market share
• Competitor research:  Analyzing competitor strategies and performance, evaluating market saturation
• Marketing efforts assessment:  Assessing the effectiveness of marketing campaigns based on comparison with historical data
• Exploratory research:  Identifying new market opportunities and trends allowing to reach new potential customers
• Business idea evaluation:  Conducting research for product development and innovation

Marketing research made easy with Brand24.

How to do marketing research?

Marketing research can take a lot of work. 

But what if I told you you could conduct it in less than 30 minutes?

Yes, that’s possible.

Incorporating smart marketing research techniques is the answer.

One last thing you need to know is that there are two types of market research regarding the source of data:

• Primary research – based on primary data collection methods, meaning that you create new, original data, e.g., through surveys and interviews
• Secondary research – relying on existing data produced and collected by somebody else to support your market research

And two types of market research depending on the amount and detail of data:

• Qualitative research – closely analyzing a small sample for very precise insights into consumer preferences.
• Quantitative research – collecting and analyzing massive datasets for a general overview of consumer markets. Especially useful for creating focus groups that will realistically reflect your customers.

Market research in 3 steps

Step 1: ask ai tools.

The fastest and most efficient way to do market research is to use AI marketing tools. 

You can ask this software about anything; it will serve the needed insights in seconds.

Whether you need insights into your brand, influencers, focus groups, product, or service, AI holds the answer to all your questions.

You can choose between many solutions depending on the depth of insight you need for your market research.

I will discuss Chat GPT, Perplexity, and Brand24.

What is the difference between them?

• Chat GPT  is a general-purpose conversational AI that provides general responses based on its training set data and online insights. It can be used for secondary market research.
• Perplexity  focuses on data accuracy and up-to-dateness. It bases its answers on online sources with a good reputation. This allegedly limits unfounded and outdated answers. With Perplexity, you can do secondary research.
• Brand24  combines Chat GPT knowledge with its own data analysis. It works based on a media monitoring project that collects all online mentions of a given keyword. Thanks to this combination, it can answer very specific questions about your brand or support you in competitor research. Brand24 offers primary market research with some secondary research insights. It’s also a handy tool both for qualitative research (individual mentions analysis) and quantitative research ( brand metrics analysis). In short, it’s a versatile tool that can meet all your needs regarding marketing research.

Primary market research made easy with Brand24.

Let’s choose a sample market research question to ask all of them. I’ll go for something general like: Present customer insights for Nike over the past 90 days.

While the answer by Chat GPT is generally correct, it doesn’t tell you much for your marketing research. Unfortunately, it’s too general and quite common knowledge. 

Additionally, you cannot ask Chat GPT about a specific period like “the past 90 days”.

Chat GPT cites Brand24 as a secondary data source in the 3rd and 4th point to support its answer. 

However, it is a one-year-old article—clearly not information about Nike’s performance in the past 90 days. 

Although it’s not entirely wrong, it’s rather useless for thorough market research.

Let’s try Perplexity, then.

That’s another correct yet very general answer.

It is informative for someone outside the company, but I bet everybody at Nike already knows the information shared by Chat GPT and Perplexity.

This means that you need a tool that conducts primary research and provides completely new market insights.

That’s where Brand24 and its AI Brand Assistant come in.

This tool combines Chat GPT’s knowledge and language processing skills with its unique data collected through media monitoring. 

By leveraging both primary and secondary research, Brand24 can provide in-depth insights into your product or service.

Additionally, by combining both qualitative and quantitative data it can conduct a thorough analysis for all target markets.

Thanks to its method, it knows:

• What people are saying about your brand online
• Which of your products is the most loved and which is the most hated
• What is your brand reach online and social media reach
• Everything about your last hashtag campaign
• How you perform compared to your competitors
• What is the AVE of your mentions
• and so much more!

Let’s ask the same question we tested on Chat GPT and Perplexity.

That’s what we needed!

Detailed insights into your online performance deeply informing your market research.

This critical tool combines primary research with external resources to give you ultimate insights into your market research.

Do market research in less than 30 minutes with Brand24!

There’s also a concise conclusion and a visual, so don’t worry if you don’t like digging through numbers.

Additionally, this saves you time and improves your business decisions.

Let’s try one more question: What is the sentiment around Nike?

Chat GPT again tries to use Brand24 data for its secondary research, but again, it’s wrong. 

That “past 30 days” is data for February 2023. Chat GPT took this information from one of our blog posts without checking the date. 

This makes Chat GPT useless as:

• It doesn’t have its own data
• It tries to conduct secondary market research based on others’ data but does it wrong

What about Perplexity?

Again, the answer is not wrong, but it’s also not what you would expect. The information is too general to support market research in any way.

Let’s see what the AI Brand Assistant by Brand24 has to offer.

The AI Brand Assistant supports its answers with its own quantitative research results. Thanks to this, its answers are precise, up-to-date, and reflect the actual state of your brand online.

You can also ask follow-up questions. 

Let’s check the reasons behind the negative sentiment around Nike.

As you can see, the answer is very detailed, referencing particular mentions.

With these in-depth insights, you can adjust your marketing strategy, improve business decisions, and prevent PR crises by addressing customer needs and the most common concerns.

Conduct market research faster than ever with Brand24!

And what else can you ask our AI Brand Assistant regarding marketing research?

1. Which source generates the most mentions?

2. How many mentions did Nike receive in the last 30 days?

3. What is the target market for Nike?

4. What other brands appear in mentions?

5. What is the most trending topic?

6. What is the most mentioned product?

7. What time the target audience is most active on Instagram?

8. How do customers perceive Nike compared to Reebok?

9. How do customers feel about Nike?

10. What is the share of voice compared to Reebok?

11. Conduct a competitor analysis of Reebok.

12. Conduct sentiment analysis of Nike.

13. Present customer insights

And there’s so much more waiting for you to discover!

A hit for market researchers! Streamline your work with Brand24.

What is best is that you don’t even need to ask all those questions. You can completely delegate the market research to our AI Brand Assistant. 

For instance, use this prompt: Conduct market research for Nike. Include sentiment analysis, competitors analysis, reach, and SWOT analysis .

Streamline your market research with AI Brand Assistant!

Step 2: Ask the target audience and focus groups

This is so-called primary research, meaning you collect new, original data directly from your audience or a particular focus group.

So, how to collect customer feedback?

You can ask your target customers about their preferences in survey research. These can be distributed through email, social media, or other channels.

Another option is conducting marketing research through real-time interviews.

But let’s be fair; the former is usually quite ineffective, and the latter is very time-consuming.

There are three ways for you to go.

• Use a dedicated tool to improve your customer experience with your survey. There are many solutions to choose from for your primary research. The most prominent are Google Forms, Survey Monkey, Survey Lab, and Zoho Survey.
• Delegate your whole team to do the interviews for faster results.
• Leverage social listening tools .

If I were to choose, I’d go for social listening . 

Why would you generate more data when there’s already so much existing data to be analyzed online? 

Another thing is that customer behavior changes depending on the method of conducting market research. 

Indeed, for honest consumer insights, social media monitoring works better than any other primary research method.

Thanks to monitoring online mentions, you can also conduct exploratory research. 

Take a moment to browse your customers’ words, and you may identify groundbreaking market research insights. 

There may be aspects of your company that you never thought of as issues, opportunities, etc.

Primary research with Brand24 can inform your strategy and lead you to completely new discoveries and conclusions. 

Based on them, you can create an informed strategy to better appeal to your focus groups and potential customers.

Discover customer preferences with Brand24!

Step 3: Benchmark with competitors

Competitor analysis is the last crucial step of every marketing research. 

By understanding what your competitors are doing, you can identify gaps in the market, spot market trends, and find opportunities to differentiate your brand. 

It helps you benchmark your performance, see where you stand, and understand why certain competitors are more successful. 

Competitive analysis also prepares you to anticipate and respond to threats, ensuring you stay competitive and innovative. 

It helps you to conduct a SWOT analysis for your business as well.

In Brand24, we understand the importance of competitor research .

That’s why we offer a complex comparison feature. With its insights, you can gain a competitive edge over other companies in your niche.

Besides the raw data analysis, you can also ask our Brand Assistant about: 

• Two brands comparison 

What’s great is that the tool prepares a concise conclusion with a visual.

• Strategies to outperform your competitors

• Your competitors’ biggest mentions source
• and anything else that comes to your mind and is based on your project data.

Benchmark competitors with the Brand24 market research tool!

Challenges in the marketing research process

Marketing research is a critical component of business strategy, but several challenges can affect the accuracy and usefulness of the insights gathered. 

Here are some of the main challenges faced when conducting marketing research:

01  Sampling issues

• Challenge:  Selecting a representative market segment is crucial, but it can be difficult to access and ensure that the sample accurately reflects the target consumers.
• Solution:  Use robust sampling techniques and consider multiple methods to improve representativeness. You can also set up focus groups to ensure inclusive sampling.

02  Data collection methods

• Challenge:  Choosing the right data collection method can be difficult. Each method has its pros and cons, and the wrong choice can impact data quality and final results.
• Solution:  Evaluate the research objectives and the characteristics of the target audience to select the best data collection method(s). Remember, media monitoring is a great starting point for any marketing research.

03  Data quality and reliability

• Challenge:  Ensuring the accuracy and reliability of the data collected can be difficult, especially with self-reported data or secondary sources.
• Solution:  Implement data validation techniques and cross-check data from multiple sources when possible. Leverage media monitoring tools for first-hand insights into your customer satisfaction.

04  Data analysis complexity

• Challenge:  Analyzing data, especially large and complex datasets, requires specialized skills and tools. Misinterpretation of data can lead to incorrect conclusions.
• Solution:  Use advanced analytical tools like Brand24 or involve skilled data analysts who can correctly interpret the data.

05  Time constraints

• Challenge:  Conducting comprehensive research takes time, but businesses often need quick insights to make timely decisions.
• Solution:  Plan research timelines carefully and use agile research methodologies. Start your media monitoring project before conducting market research to ensure representative and relevant data.

06  Keeping up with technological changes

• Challenge:  The rapid evolution of technology means new data analysis methods and tools are constantly emerging, making it hard to stay up-to-date.
• Solution:  Choose a tool that keeps up with technological developments and embraces solutions like machine learning and artificial intelligence. Brand24’s AI models have been trained for the past 12 years, ensuring a modern approach with significant reliability.

07  Respondent bias

• Challenge:  Respondents may provide socially desirable answers or may not fully engage with the survey or interview, leading to biased results.
• Solution:  Design surveys and interview questions carefully to minimize bias. Use techniques like anonymous surveys to encourage honest responses. Leverage social listening for brutally honest customer review examples.

08  Interpreting and communicating results

• Challenge:  Even with good data, interpreting and communicating findings effectively to stakeholders can be difficult.
• Solution:  Use clear, visual representations of data and tailor the communication of results to the audience’s level of understanding and interest. At Brand24, we understand this issue, so we offer a wide array of visual data representations, such as charts, graphs, and infographics.

Addressing these challenges requires careful planning, skilled execution, and ongoing adaptation to new trends and technologies in marketing research.

Address marketing research challenges with Brand24!

Marketing research is a challenging, time- and resource-consuming process that is prone to mistakes.

At the same time, marketing research is the key to your success. It informs your marketing strategy, provides key demographics of your clients, and helps you get ahead of your competitors.

Fortunately, with the right tool, effective market research can be done in less than 30 minutes and in 3 simple steps.

How to conduct market research?

Long story short:

• Ask AI Brand Assistant to conduct market research for you.
• Leverage primary research data from social listening to learn about customer satisfaction and focus groups.
• Benchmark with competitors to ensure your leadership in the target market.

Effective market research? Brand24!

Final thoughts:

• Marketing research helps companies better understand their business environment, consumer behavior, market size, and product or service performance. With the right tools, you can get all of those insights in less than 30 minutes.
• While tools like Chat GPT and Perplexity base their answers on secondary research, Brand24 has unique primary data about your brand that nobody else can provide.
• Brand24 combines primary and secondary research by listening to and analyzing your consumer attitudes and transforming them into unique quantitative research data.

Market research conducted in-house in less than 30 minutes.

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Colgate-Palmolive tunes in to CTV to reach new consumers

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As more people stream TV content, Colgate-Palmolive wanted to explore just how effective Connected TV (CTV) advertising would be at reaching new customers. So, the company used our platform for a test campaign showcasing its meridol® toothpaste brand in Germany, achieving impressive results.

“Working with The Trade Desk allowed us to understand the value of CTV in increasing incremental reach and stretching our budget further.”

Marcus reuter.

Data-Driven Marketing Manager, Colgate-Palmolive

Raising awareness of meridol toothpaste among cord-cutters in a crowded market

Even global giants need to battle for market share in today’s challenging economy. For Colgate-Palmolive, that meant finding new ways to increase brand reach and consumer awareness.

Using CTV and frequency capping to help optimise and drive incremental reach

Working with its agency, Wavemaker, Colgate-Palmolive tapped in to our platform and marketplace of premium CTV inventory to programmatically buy and deliver ads across the most effective media.

To help maximise incremental reach, the team split the campaign’s budget among as many over-the-top publishers as possible. Then, Colgate-Palmolive used our frequency capping capabilities to control the number of ads consumers were shown across channels, help deliver budget savings, and reach more unique consumers.

To measure the effectiveness of ads on CTV, the company used our integration with ad analytics platform Innovid. The data showed that CTV’s incremental reach was 8% higher than when using linear TV alone, while 74% of consumers were reached through CTV exclusively. Meanwhile, savings from frequency capping enabled Colgate-Palmolive to optimise its budget and increase overall reach by 84%.

Now, confident in CTV’s capabilities, Colgate-Palmolive regularly allocates part of its budget to CTV.

Learn how using Connected TV in your campaigns can help drive incremental reach. Fill out the form today.