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Resources tagged with: Angles - points, lines and parallel lines

There are 70 NRICH Mathematical resources connected to Angles - points, lines and parallel lines , you may find related items under Angles, polygons, and geometrical proof .

Angles Inside

Draw some angles inside a rectangle. What do you notice? Can you prove it?

Robotic Rotations

How did the the rotation robot make these patterns?

Polygon Pictures

Can you work out how these polygon pictures were drawn, and use that to figure out their angles?

Triangle in a Trapezium

Can you find and prove the relationship between the area of a trapezium and the area of a triangle constructed within it?

Isosceles Seven

Is it possible to find the angles in this rather special isosceles triangle?

Polygon Rings

Join pentagons together edge to edge. Will they form a ring?

Same Length

Construct two equilateral triangles on a straight line. There are two lengths that look the same - can you prove it?

Olympic Turns

This task looks at the different turns involved in different Olympic sports as a way of exploring the mathematics of turns and angles.

National Flags

This problem explores the shapes and symmetries in some national flags.

Which Solids Can We Make?

Interior angles can help us to work out which polygons will tessellate. Can we use similar ideas to predict which polygons combine to create semi-regular solids?

What Shape?

This task develops spatial reasoning skills. By framing and asking questions a member of the team has to find out what mathematical object they have chosen.

The Numbers Give the Design

Make new patterns from simple turning instructions. You can have a go using pencil and paper or with a floor robot.

Making Sixty

Why does this fold create an angle of sixty degrees?

Use your mouse to move the red and green parts of this disc. Can you make images which show the turnings described?

Six Places to Visit

Can you describe the journey to each of the six places on these maps? How would you turn at each junction?

How Safe Are You?

How much do you have to turn these dials by in order to unlock the safes?

Round and Round and Round

Where will the point stop after it has turned through 30 000 degrees? I took out my calculator and typed 30 000 ÷ 360. How did this help?

Semi-regular Tessellations

Semi-regular tessellations combine two or more different regular polygons to fill the plane. Can you find all the semi-regular tessellations?

Right Angles

Can you make a right-angled triangle on this peg-board by joining up three points round the edge?

Subtended Angles

What is the relationship between the angle at the centre and the angles at the circumference, for angles which stand on the same arc? Can you prove it?

Triangles in Circles

Can you find triangles on a 9-point circle? Can you work out their angles?

Octa-flower

Join some regular octahedra, face touching face and one vertex of each meeting at a point. How many octahedra can you fit around this point?

Estimating Angles

How good are you at estimating angles?

Watch the Clock

During the third hour after midnight the hands on a clock point in the same direction (so one hand is over the top of the other). At what time, to the nearest second, does this happen?

Angle Trisection

It is impossible to trisect an angle using only ruler and compasses but it can be done using a carpenter's square.

Quad in Quad

Join the midpoints of a quadrilateral to get a new quadrilateral. What is special about it?

Flexi Quads

A quadrilateral changes shape with the edge lengths constant. Show the scalar product of the diagonals is constant. If the diagonals are perpendicular in one position are they always perpendicular?

Virtual Geoboard

A virtual geoboard that allows you to create shapes by stretching rubber bands between pegs on the board. Allows a variable number of pegs and variable grid geometry and includes a point labeller.

Pegboard Quads

Make different quadrilaterals on a nine-point pegboard, and work out their angles. What do you notice?

Angle Measurement: an Opportunity for Equity

Suggestions for worthwhile mathematical activity on the subject of angle measurement for all pupils.

Watch Those Wheels

Have you ever noticed the patterns in car wheel trims? These questions will make you look at car wheels in a different way!

Sweeping Hands

Use your knowledge of angles to work out how many degrees the hour and minute hands of a clock travel through in different amounts of time.

Right Angle Challenge

How many right angles can you make using two sticks?

Pythagoras of Samos was a Greek philosopher who lived from about 580 BC to about 500 BC. Find out about the important developments he made in mathematics, astronomy, and the theory of music.

Coordinates and Descartes

Have you ever wondered how maps are made? Or perhaps who first thought of the idea of designing maps? We're here to answer these questions for you.

Maurits Cornelius Escher

Have you ever noticed how mathematical ideas are often used in patterns that we see all around us? This article describes the life of Escher who was a passionate believer that maths and art can be intertwined.

Six circles around a central circle make a flower. Watch the flower as you change the radii in this circle packing. Prove that with the given ratios of the radii the petals touch and fit perfectly.

Lunar Angles

What is the sum of the angles of a triangle whose sides are circular arcs on a flat surface? What if the triangle is on the surface of a sphere?

LOGO Challenge 7 - More Stars and Squares

Can you use LOGO to create a systematic reproduction of a basic design? An introduction to variables in a familiar setting.

LOGO Challenge 8 - Rhombi

Explore patterns based on a rhombus. How can you enlarge the pattern - or explode it?

LOGO Challenge 1 - Star Square

Can you use LOGO to create this star pattern made from squares. Only basic LOGO knowledge needed.

Take the Right Angle

How many times in twelve hours do the hands of a clock form a right angle? Use the interactivity to check your answers.

Parallel Universe

An equilateral triangle is constructed on BC. A line QD is drawn, where Q is the midpoint of AC. Prove that AB // QD.

Similarly So

ABCD is a square. P is the midpoint of AB and is joined to C. A line from D perpendicular to PC meets the line at the point Q. Prove AQ = AD.

My train left London between 6 a.m. and 7 a.m. and arrived in Paris between 9 a.m. and 10 a.m. At the start and end of the journey the hands on my watch were in exactly the same positions but the minute hand and hour hand had swopped places. What time did the train leave London and how long did the journey take?

On a clock the three hands - the second, minute and hour hands - are on the same axis. How often in a 24 hour day will the second hand be parallel to either of the two other hands?

The points P, Q, R and S are the midpoints of the edges of a non-convex quadrilateral.What do you notice about the quadrilateral PQRS and its area?

A Problem of Time

Consider a watch face which has identical hands and identical marks for the hours. It is opposite to a mirror. When is the time as read direct and in the mirror exactly the same between 6 and 7?

Square World

P is a point inside a square ABCD such that PA= 1, PB = 2 and PC = 3. How big is angle APB ?

Clock Hands

This investigation explores using different shapes as the hands of the clock. What things occur as the the hands move.

Missing Angles Practice Questions

Click here for questions, click here for answers.

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Appendix B: Geometry

Using properties of angles to solve problems, learning outcomes.

• Find the supplement of an angle
• Find the complement of an angle

Are you familiar with the phrase ‘do a [latex]180[/latex]?’ It means to make a full turn so that you face the opposite direction. It comes from the fact that the measure of an angle that makes a straight line is [latex]180[/latex] degrees. See the image below.

[latex]\angle A[/latex] is the angle with vertex at [latex]\text{point }A[/latex].

We measure angles in degrees, and use the symbol [latex]^ \circ[/latex] to represent degrees. We use the abbreviation [latex]m[/latex] to for the measure of an angle. So if [latex]\angle A[/latex] is [latex]\text{27}^ \circ [/latex], we would write [latex]m\angle A=27[/latex].

If the sum of the measures of two angles is [latex]\text{180}^ \circ[/latex], then they are called supplementary angles. In the images below, each pair of angles is supplementary because their measures add to [latex]\text{180}^ \circ [/latex]. Each angle is the supplement of the other.

The sum of the measures of supplementary angles is [latex]\text{180}^ \circ [/latex].

The sum of the measures of complementary angles is [latex]\text{90}^ \circ[/latex].

Supplementary and Complementary Angles

If the sum of the measures of two angles is [latex]\text{180}^\circ [/latex], then the angles are supplementary .

If angle [latex]A[/latex] and angle [latex]B[/latex] are supplementary, then [latex]m\angle{A}+m\angle{B}=180^\circ[/latex].

If the sum of the measures of two angles is [latex]\text{90}^\circ[/latex], then the angles are complementary .

If angle [latex]A[/latex] and angle [latex]B[/latex] are complementary, then [latex]m\angle{A}+m\angle{B}=90^\circ[/latex].

In this section and the next, you will be introduced to some common geometry formulas. We will adapt our Problem Solving Strategy for Geometry Applications. The geometry formula will name the variables and give us the equation to solve.

In addition, since these applications will all involve geometric shapes, it will be helpful to draw a figure and then label it with the information from the problem. We will include this step in the Problem Solving Strategy for Geometry Applications.

Use a Problem Solving Strategy for Geometry Applications.

• Read the problem and make sure you understand all the words and ideas. Draw a figure and label it with the given information.
• Identify what you are looking for.
• Name what you are looking for and choose a variable to represent it.
• Translate into an equation by writing the appropriate formula or model for the situation. Substitute in the given information.
• Solve the equation using good algebra techniques.
• Check the answer in the problem and make sure it makes sense.
• Answer the question with a complete sentence.

The next example will show how you can use the Problem Solving Strategy for Geometry Applications to answer questions about supplementary and complementary angles.

An angle measures [latex]\text{40}^ \circ[/latex].

1. Find its supplement

2. Find its complement

Write the appropriate formula for the situation and substitute in the given information. [latex]m\angle A+m\angle B=90[/latex] Step 5. Solve the equation. [latex]c+40=90[/latex]

[latex]c=50[/latex] Step 6. Check:

[latex]50+40\stackrel{?}{=}90[/latex]

In the following video we show more examples of how to find the supplement and complement of an angle.

Did you notice that the words complementary and supplementary are in alphabetical order just like [latex]90[/latex] and [latex]180[/latex] are in numerical order?

Two angles are supplementary. The larger angle is [latex]\text{30}^ \circ[/latex] more than the smaller angle. Find the measure of both angles.

• Question ID 146497, 146496, 146495. Authored by : Lumen Learning. License : CC BY: Attribution
• Determine the Complement and Supplement of a Given Angle. Authored by : James Sousa (mathispower4u.com). Located at : https://youtu.be/ZQ_L3yJOfqM . License : CC BY: Attribution
• Prealgebra. Provided by : OpenStax. License : CC BY: Attribution . License Terms : Download for free at http://cnx.org/contents/[email protected]

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Home | Search |  Geometry | Post a comment | Email | by Antonio Gutierrez Last updated: Feb 18, 2024

case study of brand development

• 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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Brand Marketing Case Studies

This collection features brands and content creators that used video and other digital tactics to drive innovation, connect with their consumers, and drive brand and business metrics. Learn about best practices, creative executions, and how brands achieved success through digital.

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Comedy central’s innovative search/youtube strategy sends fans on an internet-wide easter egg hunt, fiat's 500x crossover ad drives audience engagement on youtube, how orkin's youtube content strategy exterminated the 'ew'-factor and boosted brand awareness, gillette wins with a digital-first approach for gillette body, how maybelline new york's eye-catching youtube campaign dared consumers to 'go nude', driving sales for retailers with youtube's trueview for shopping, l'oréal canada finds beauty in programmatic buying, rosetta stone embraces mobile video to generate 10x increase in site traffic, new balance races past pre-order goal with youtube trueview and google lightbox ads, how budweiser won the big game with "puppy love", jcpenney optical boosts in-store traffic and brand exposure with google advertising, how activision reached over 2m subscribers on youtube, aéropostale partners with youtube star bethany mota to drive leads, sales and fans, mondelēz international improves campaign effectiveness with google’s brand lift solution, visit california lifts intent to travel to california with a unique experience on youtube, toyota drives engagement with first +post ads campaign, brand usa boosts travel intent 22% with 'discover america' campaign, kraft serves up a fresh take on food with a side of google, hyatt brings its brand experience to life with google solutions, ehealth boosts brand awareness with google display ads, sunrun uses google's brand lift solution to measure campaign recall, topshop reinvents its london fashion week show on google+ and engagement triples, chevrolet drives brand awareness for its new traverse, unilever's 'project sunlight' shines with 77 million youtube views, mercedes-benz france's immersive youtube experience fuels shift in brand perception, youtube and broadway: a cinderella story, chef jamie oliver's food tube: a recipe for youtube success, the record breaking love affair between evian® and youtube, nextiva attracts new customers with youtube trueview ads, vice's youtube success: growing sustained viewership through breakout videos, land rover finds success with engagement ads.

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Category: Branding Case Study blogs

Date: January 18, 2024

Branding Case Studies – An Exhaustive List

Branding is the soul of a business! 

Accounts management, Traditional marketing and digital marketing , resources management, and financial stability, all contribute to the evolution of any business. However, without branding, all these will just remain as concepts. So, as you embark on your vision of starting a business, ‘branding’ comes first. 

Starting from giving a business a name, followed by a logo, a message to convey, values to deliver, to setting a vision & mission, everything comes into play. Without branding, people will never know that a business like it ever existed. 

Conveying brand values will create awareness among potential customers and help to acquire brand positioning. Ultimately, these will pull sales into the pipeline! 

Many businesses are putting a lot of effort and creativity to show off their brand’s look-and-feel on their packaging, notebooks, vehicles, t-shirts, and so on. We’ve curated such branding case studies in this post, you’ll find these as useful insights in your branding journey.     

Let’s dive right in.

01. Dooly 

Name of the Brand: Dooly

“We want to create a movement, stand for something, and be different. We are flipping enterprise software on its head. We want to be bold in our approach and build a rebellion”.

– Dooly Team

Website: dooly.ai | Case Study: Read

02. Vecteezy

Name of the Brand: Vecteezy

“This latest evolution of our brand better reflects who we are and what we do. We’re excited for this new look and everything it represents!”

– Shawn Rubel, CEO, Eezy

Website: vecteezy.com | Case Study: Read

03. ShipBob

Name of the Brand: ShipBob

“The positive feedback from our customers and prospective customers on the website was instantaneous. It was great for our team internally and the BB Agency to receive such glowing reviews, but it was the data on conversion rates that I focused on. We actually saw a 27% lift in conversion rates blended across all traffic sources”.

-Casey Armstrong, CMO at ShipBob

Website: shipbob.com | Case Study Read

04. InvoiceNxt

Name of the Brand: InvoiceNxt 

“InvoiceNxt logo features a smart dual-meaning design concept. The icon shows a monogram of I & N letters and a checkmark (✓). The Checkmark symbol visually communicates successfully fulfilled early payment requests, improved SME’s cash flow, and implementation of ESG-concepts across the supply chain”.

– Branding Team

Website: verticys.com | Case Study: Read

05. Vertobase

Name of the Brand: Vertobase

“To make a brand stand out from the competition, the goal was to create signature identity that perfectly represents Vertobase brand ideals: QUICK, INTELLIGENT, MODERN”.

Website : vertobase.com | Case Study: Read

Name of the Brand: Avasam

Website: avasam.com | Case Study: Read

07. Single Grain

Name of the Brand: Single Grain

Website: singlegrain.com  | Case Study: Read

08. LaunchDarkly

Name of the Brand: LaunchDarkly

“Through UI design, we brought the brand to life and worked to position LaunchDarkly as setting the bar for the future of modern development, including employing stylized visuals and expert visual hierarchy”.

Website: launchdarkly.com  | Case Study: Read

09. LovetheSales

Name of the Brand: LovetheSales

“The Orizon team is excellent. They put in an incredible amount of effort on our project and delivered something we’re really happy with. Would highly recommend”.

– Mark Solomon, Founder & CPO at Love the Sales

Website: lovethesales.com | Case Study: Read

10. Salesloft

Name of the Brand: Salesloft

“Undoubtedly, we were ONE TEAM on this incredible journey and it turned out better than my wildest dream!”

– Sydney Sloan, CMO, Salesloft

Website: salesloft.com | Case Study: Read

11. Short.io

Name of the Brand: Short.io

Website: short.io | Case Study: Read

12. Patriot Software

Name of the Brand: Patriot Software

“We are growing! The new brand has been amazing, truly. A fresh perspective/look has really helped in all the ways internally and externally”.

– Michael Wheeler, President, Patriot Software

Website: patriotsoftware.com | Case Study: Read

Name of the Brand: Kion

“Focus Lab has been such a valuable partner in this rebranding project. They helped us develop the right messaging, design, and assets to craft our new identity. We couldn’t be happier with the Focus team and their work for us”.

– Brian Price, CEO and co-founder, Kion

Website: kion.io | Case Study: Read

14. Reify Health

Name of the Brand: Reify Health

“Focus Lab’s capacity to translate the complexities of our mission, identity, and value prop into a beautiful, clean, and meaningful identity was simply outstanding”.

– Kent Sirpi, VP of Marketing, Reify Health

Website: reifyhealth.com | Case Study: Read

Name of the Brand: Rows

“I’ve gotten 30 to 50 personal emails from people saying how cool the new brand is and how awesome it is that we had the guts to rebrand”.

– Humberto Ayres Pereira, Founder & CEO, Rows

Website: rows.com | Case Study: Read

Name of the Brand: Asapp

“A note to say thank you as we close [on a] partnership that resulted in something as innovative as it is befitting”.

– Brad Stell, Head of Design, Asapp

Website: asapp.com | Case Study: Read

17. Real Thread

Name of the Brand: Real Thread

“The focus that you guys have on just brands is really awesome and helps the process and the experience on this side”.

– DRU DALTON, CEO, REAL THREAD

Website: realthread.com | Case Study: Read

Name of the Brand: Zello

“We are delighted with the result. The brand story and the visual identity phase have been remarkably effective”.

– Bill Moore, CEO, Zello

Website: zello.com | Case Study: Read

Name of the Brand: 15Five

“We couldn’t have done it without you, Focus Lab. You have been such an incredible partner over the past 12 months. Thank you to all of the amazing team who worked with us!”

– HOLLY KENNEDY, VP OF DESIGN, 15FIVE

Website: 15five.com | Case Study: Read

20. TRU Colors

Name of the Brand: TRU Colors

“We fight against the odds every day to change perceptions — of ourselves and with others — and create unity to build a more prosperous and peaceful life for our families and our community”.

– TRU COLORS

Website: trucolors.co | Case Study: Read

21. Keymaster Games

Name of the Brand: Keymaster Games

“The brand positioning work executed during this project was the deciding factor in a six-figure deal from Target, putting our latest game on their shelves”.

– KYLE KEY, FOUNDER, KEYMASTER GAMES

Website: keymastergames.com | Case Study: Read

22. Aptible

Name of the Brand: Aptible

“I can’t tell you how frequently it comes up from recruiting prospects, sales calls, to applicants for open positions. We stand out”.

– Skylar Anderson, VP of Design, Aptible

Website: aptible.com | Case Study: Read

23. Sendlane

Name of the Brand: Sendlane

“They’re very experienced and know what they’re doing as designers. If you listen to them, they will help elevate your brand and achieve your goals”.

– CEO at Sendlane

Website: sendlane.com | Case Study: Read

24. Haystack

Name of the Brand: Haystack

“Through collaboration, they delivered a project we are proud to call ours”.

– Product Designer, Haystack

Website: haystackteam.com | Case Study: Read

25. IMMO Capital

Name of the Brand: IMMO Capital

“In collaboration with the IMMO team we created a new content strategy that was based on competitor research and user data. With these guidelines in place we were able to focus on the website architecture and customer experience”.

– IMMO Branding Team

Website: immo.capital | Case Study: Read

Name of the Brand: Decode

“They built perfect design & web guidelines for our in-house team to follow, exactly what we needed to maintain a consistent brand on multiple channels”.

– Marko Strizic, Co-founder and CEO at Decode

Website: decode.agency | Case Study: Read

27. Iconosquare

Name of the Brand: Iconosquare

“The updated website is big step forward – combining attractive design with a seamless, immersive experience. Tweaks to the feature categories and the onboarding experience have all contributed to making the sign-up experience easier, more enjoyable and more likely to convert”.

– IconoSquare Branding Team

Website: pro.iconosquare.com |

Name of the Brand: Polco

“We explored a brand refresh for the joint company before pivoting to a more dramatic rebrand to capitalize on the exciting momentum of their newly combined strengths”.

– Polco Branding Team

Website: info.polco.us | Case Study: Read

29. Frame.io

Name of the Brand: Frame.io

“I love our new branding. Now that it’s out in the wild and we’ve started replacing it everywhere, it just feels like the brand we’ve always wanted to represent ourselves to the world”.

– Emery Wells, CEO, Frame.io

Website: frame.io | Case Study: Read

30. Serverless

Name of the Brand: Serverless

“By designing simple, powerful content dressed in the brand’s rabble-rousing uniform, we created a cogent and inciting user experience. Front-end development added dynamic shifts that helped unfurl the story of progress”.

– Serverless Branding Team

Website: serverless.com | Case Study: Read

Looking for Branding Services?

Seize and experience the transformative impact of your business with ColorWhistle’s Branding Services.

Winding Up Our Branding Case Studies

“Transfer your business values to the branding cup and serve them to your prospects, let them have delight”…

Branding actually bridges the gap between you and your customers. So, branding cannot be taken for granted. It’s a journey. After reading through these branding case studies, you would have understood how to effectively show off your branding on your packaging, postal cards, and gift boxes, anywhere & everywhere. 

Of course, be it anything, marketing, client management, resources management, or ‘branding’ leads the way! So, you cannot take branding just like that! Your brand needs a face for the world to see, and our smart & creative branding professionals at ColorWhistle can assist you through the way. Whether it’s marketing, client management, resources management, or the crucial aspect of ‘branding,’ our team understands the significance. Elevate your brand presence with our expertise in social media design services . You can reach us via message or call us at +1 (210) 787 3600 (or) +91 (944).278.9110 . Let’s together sculpt your brand identity! 🙂

In quest of the Perfect Branding Buddy?

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About the Author - Pavithra Samuel

I'm a word-aholic copywriter who always loves to share a close bond with digital marketing. Google, being my father of research, accompanies me shoulder-to-shoulder in every step of writing. I always look up to copywriters who generate educative, persuasive content impeccably seasoned with creativity & innovation. I can deliver content for web service pages, blogs, social media, emails, and so on. I can engage myself in content-related works for B2B, B2C, SMEs, niche-specific businesses. Other than reading & writing, my other two escapes are sweets & songs. My dream desk would be more of creative writing projects, desserts, music, & minions.

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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.

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.

Brand Equity: Understanding and Enhancing Your Brand’s Value

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Brand Personality: Definition, Examples, and How to Define Yours

Personal Branding: Why It Matters

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Sustainability as the ‘Modern Sacred’: Restoring Marketing to the Position of Power

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.

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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Brand Development Index (BDI): A Comprehensive Overview with Case Studies

Introduction.

Brand Development Index (BDI) is a critical factor in the marketing world that many businesses tend to overlook. It is a powerful tool that provides valuable insights into the effectiveness of marketing campaigns and the potential of different markets. Simply put, BDI measures the market share of a brand in a given market relative to the size of that market. By measuring a brand’s BDI score, marketers can analyze which markets are more favorable for their products and services, and what marketing efforts work best to improve their brand’s market share.

In today’s competitive world, marketers have a vast array of choices when it comes to advertising and promoting their products, from traditional media like print, radio and TV, to digital channels like social media, content marketing, and email. With the plethora of marketing channels available, businesses need to use data-driven insights to inform their marketing decisions and ensure that their campaigns are not only effective but also efficient. This is where the Brand Development Index comes in.

Definition of Brand Development Index (BDI)

The Brand Development Index (BDI) is a statistical tool used in marketing analysis that helps businesses to understand how effectively their brand is reaching its potential customers in a particular market. The BDI (Brand Development Index) measures the relative sales performance of a brand in a market as compared to the size of that market. It is used to evaluate a brand’s sales potential or sales success within a specific market area.

BDI is an essential marketing metric that enables businesses to determine which market demographics are the most viable for their products or services. It also measures a brand’s market penetration and identifies areas where the brand has lower sales potential.

Importance of BDI in marketing

BDI provides a critical understanding of the performance of various marketing campaigns and their impact on a brand’s market share. By tracking a brand’s BDI (Brand Development Index) score over a period, businesses can monitor their brand’s growth in a market and the effectiveness of their marketing strategies.

BDI is also an effective tool for market segmentation. By using BDI ( scores, businesses can identify the markets where their brand is overperforming and underperforming. This data helps them determine which marketing channels to invest in and which to avoid.

Moreover, BDI enables businesses to assess the competitiveness of their products or services within a specific market. By analyzing BDI (Brand Development Index) scores of their brand and competitors in a market, businesses can determine their competitive strengths and weaknesses. By concentrating on their strengths, they can develop marketing campaigns and strategies that will differentiate them from their competitors.

In recent years, the importance of BDI (Brand Development Index) has increased significantly in the digital marketing space. As social media platforms have become more prevalent, marketers need to analyze their BDI scores in new ways. By tracking a brand’s social media activity and engagement levels, businesses can determine how much of their marketing resources they need to allocate to social media campaigns.

Understanding BDI

Brand Development Index (BDI) as we have discussed previously is a powerful tool that helps businesses to identify the attractiveness of different markets for their products or services. BDI (Brand Development Index) is calculated by comparing the percentage of a brand’s sales in a particular market to the percentage of the population in the market. It is an indicator that measures the sales potential of a given market and enables businesses to prioritize their marketing resources more effectively. In this section we will dig deeper into how arrive at a BDI Score

How BDI is calculated

BDI is calculated using the following formula:

BDI = (Brand Sales in Market / Category Sales in Market) x 100

To calculate BDI, businesses need to determine both the brand sales and category sales figures for a specific market. They can then use the above formula to derive a BDI (Brand Development Index) score that indicates the brand’s sales potential in that market relative to the size of the market.

Interpreting BDI scores

BDI scores typically range from 0 to 200. A BDI score of 100 is considered average, meaning that the brand’s sales in the market are consistent with the size of the market’s population. If the BDI (Brand Development Index) score is above 100, it indicates that the brand is performing better than average in that market, while a score below 100 suggests that the brand is underperforming in the market.

For example, if a company has a BDI score of 150, it means their brand is overperforming in that market by 50% compared to the general population.

BDI vs. CDI (Category Development Index)

Another important index used in marketing analysis is the Category Development Index (CDI). CDI measures the sales potential of a product category in a specific market. It is calculated as:

CDI = (Category Sales in Market / Population in Market) x 100

CDI measures the potential of a particular product category to sell in a particular market. On the other hand, BDI measures the effectiveness of a particular brand in a given market.

By comparing BDI and CDI scores, businesses can understand how strongly their brand is positioned within a broader market category. High BDI (Brand Development Index) and CDI scores indicate that the brand is well-positioned and has good market potential.

Common misconceptions about BDI and how to avoid them

While BDI is a powerful marketing tool, it is often misunderstood and misinterpreted. Here are some common misconceptions about BDI:

– Misconception: A BDI score above 100 indicates a profitable market.

– Reality: A BDI score above 100 only indicates that the brand is performing better than average in a particular market. It does not necessarily mean that the market is profitable for the brand.

– Misconception: BDI is only relevant for large brands and companies.

– Reality: BDI can be used by businesses of all sizes to identify potential markets and develop marketing strategies.

– Misconception: BDI is a static metric that does not change over time.

– Reality: BDI is dynamic and can change over time as markets evolve and new products are introduced. Businesses need to monitor BDI scores regularly to stay informed.

To avoid these misconceptions, businesses should use BDI (Brand Development Index) in conjunction with other marketing metrics and conduct careful analysis to fully understand the market potential and effectiveness of their marketing campaigns.

Understanding the Concept of Brand Development Index

Sure, let’s create a hypothetical brand named “Sunny Shades”. Sunny Shades is a brand that sells sunglasses for both men and women.

BDI (Brand Development Index), which stands for Brand Development Index, measures the potential of a brand in a specific market area. It is calculated by dividing the percentage of a brand’s sales in a particular market area by the percentage of the population in that same market area.

Here is an example of BDI calculation for Sunny Shades

Assuming that Sunny Shades has 10% of the total market share for sunglasses in a specific market area, with a population of 1 million. And the total annual sales for all sunglasses in that market are $1 million.

– To calculate the percentage of the sales, we need to divide the annual sales of Sunny Shades by the total annual sales of the market.

Sunny Shades sales = $100,000 (10% of $1,000,000)

– To calculate the percentage of population, we need to divide the market population by the total population.

Market Population = 100,000 (10% of 1,000,000)

– BDI calculation: Sunny Shades BDI = (Sunny Shades sales / market sales) × 100 / (market population / total population) = ($100,000/$1,000,000) x 100 / (100,000/1,000,000) = 10.

Therefore, Sunny Shades BDI is 10 in this particular market. This means that Sunny Shades has a moderate brand development potential in this market area, as its sales are equal to its market share.

Benefits of Using BDI

Identifying markets with high potential : BDI helps companies identify potential markets where there is a significant demand for their product. By analyzing the percentage of category sales in a particular market, businesses can understand their market position and how best they can penetrate the market.

Evaluating marketing campaigns : BDI (Brand Development Index) can help businesses evaluate the effectiveness of their marketing campaigns. By comparing their BDI score before and after the campaign, they can determine whether their promotional efforts have brought about a significant increase in sales.

Formulating marketing strategies : With the help of BDI, businesses can formulate effective marketing strategies that align with their target audience’s needs and preferences. Based on the BDI score, marketers can allocate more resources to markets with higher potential and design campaigns that resonate well with consumers.

Tips for Improving Your BDI Score

Conduct market research : To improve your BDI score, you need to conduct thorough market research to understand your target audience and their preferences. By knowing what your customers want, you can tailor your marketing efforts to meet their specific needs.

Increase your market share : To improve your BDI (Brand Development Index) score, you need to increase your market share. By capturing a larger portion of the market, you can leverage economies of scale to lower costs and increase your profits.

Implement effective marketing campaigns : The success of your marketing campaigns will greatly influence your BDI score. By investing in effective marketing strategies that resonate well with your target audience, you can increase sales and improve your BDI score.

Enhance brand awareness : Companies can work towards increasing their brand awareness by using targeted advertising and promotional campaigns. This can lead to a higher BDI score.

Focus on customer needs and preferences : Companies should analyze their target market’s needs and preferences to develop products or services that are a perfect fit for them. This can result in a higher BDI score due to increased demand.

Expand distribution channels : Companies can expand their distribution channels to reach new markets. More sales and marketing channels can increase brand exposure and potentially increase a company’s BDI score.

Case Study: Using BDI in Action

A hypothetical company, ABC Ltd, has recently launched a new product, “XYZ,” and wants to determine which markets have the highest potential to sell the product. After analyzing sales data from different regions, the company calculated the BDI score for each region. The BDI (Brand Development Index) scores were as follows:

Region A – BDI score of 85%

Region B – BDI score of 55%

Region C – BDI score of 70%

Based on the BDI scores, the company identified region A as the region with the highest potential for their product. The company then directed more sales and marketing efforts towards this region. As a result, the company’s sales in region A increased, and their overall market share grew.

Key takeaways from the case study

1. BDI scores provide companies with an understanding of the market potential for their product or service.

2. Analysis of the BDI scores helps in developing targeted marketing strategies.

3. Companies can use BDI scores to evaluate the effectiveness of their marketing campaigns.

4. By improving their BDI score, companies can increase their market share and brand reach.

Limitations of BDI

1. It may not accurately represent the demographic or psychographic makeup of the target market.

2. It relies on self-reported data, which may not always be accurate or reliable.

3. It does not take into account external factors that may affect consumer behavior, such as economic conditions or cultural trends.

4. It may not reflect changes in consumer behavior over time.

Factors that can impact BDI accuracy

1. Sampling error or bias in data collection.

2. Changes in population demographics or consumer behavior.

3. Differences in product availability or marketing strategies in different geographic regions.

4. Inaccurate or incomplete sales data.

Using BDI in conjunction with other metrics

BDI (Brand Development Index) can be a useful tool in conjunction with other metrics, such as brand awareness, consumer sentiment, or customer loyalty, to gain a more comprehensive understanding of consumer behavior and market trends. By combining different metrics, companies can gain a more accurate and nuanced view of their target market and make more informed decisions about marketing and product development.

Examples of industries and products that are well-suited for BDI analysis

BDI analysis can be useful for many industries and products, but some are particularly well-suited to this approach. One example is the consumer packaged goods industry , which includes products that are frequently purchased and consumed by a wide range of consumers. These products include food and beverages, household cleaning supplies, and personal care items. BDI (Brand Development Index) analysis can help companies in this industry understand which geographic regions and demographic groups are driving sales of their products, and adjust their marketing strategies accordingly.

Another industry that can benefit from BDI analysis is the retail industry . This includes both brick-and-mortar stores and e-commerce retailers. By analyzing BDI data, retailers can gain insights into which products are most popular in different regions and among different target audiences. This information can help them to optimize their product offerings, marketing strategies, and pricing strategies, in order to maximize sales and profitability.

A third example of an industry well-suited for BDI analysis is the automotive industry . Whether they are selling cars, trucks, or other vehicles, automobile manufacturers and dealerships need to understand which geographic regions and demographic groups are most interested in their products. BDI (Brand Development Index) analysis can help companies in this industry to identify these target audiences and develop marketing campaigns that are tailored to their specific needs and preferences. By using BDI (Brand Development Index) analysis and other metrics to understand their customers better, automotive companies can succeed in a competitive marketplace and build long-lasting relationships with their customers.

How BDI fits into a broader market segmentation strategy

BDI (Brand Development Index) is one of several metrics and tools that companies can use as part of a broader market segmentation strategy. Market segmentation involves dividing a larger market into smaller groups, or segments, based on shared characteristics such as demographics, geographic location, psychographics, and behaviors. By doing so, companies can develop targeted marketing strategies that speak directly to the needs and preferences of each segment, and ultimately improve the effectiveness and ROI of their marketing efforts.

BDI analysis can play a key role in this process. By measuring the relative sales performance of a product in different geographic regions, BDI (Brand Development Index) data can help companies identify which regions or markets are underserved or overlooked and therefore represent potential growth opportunities. This data can also be used in combination with other segmentation criteria, such as demographic data, to identify specific target audiences within each market that may be particularly receptive to a certain product or marketing message.

By incorporating BDI analysis and other segmentation strategies into their marketing efforts, companies can create more targeted and effective campaigns, and ultimately improve their bottom line. For example, a company might use BDI analysis to identify a geographic region where sales of their product are lagging. They could then use demographic data to identify the age, income, and other characteristics of the consumers in that region, and build a targeted marketing campaign that speaks directly to those consumers’ needs and preferences. As a result, the company is more likely to achieve a higher ROI on their marketing investment, and ultimately increase sales and profitability.

The Brand Development Index (BDI) is a powerful tool that helps companies understand how well their products are performing in different geographic regions, and where they may be able to uncover opportunities for growth. By measuring the relative sales performance of a product in different markets, BDI data can help companies tailor their marketing strategies to specific target audiences, investment decisions, and increase product sales. This, in turn, can help them improve profitability, increase market share, and outperform competitors.

However, as with any metric, BDI has limitations, and should be used in conjunction with other metrics and tools as part of a broader market segmentation strategy. Companies that use BDI in conjunction with other segmentation criteria, such as demographics, psychographics, and behavioral data, can gain a more nuanced understanding of their target audience and develop more effective marketing campaigns. By leveraging BDI analysis as part of a broader market segmentation approach, companies can gain a competitive advantage, strengthen their relationships with customers, and drive long-term growth and success.

Samrat is a Delhi-based MBA from the Indian Institute of Management. He is a Strategy, AI, and Marketing Enthusiast and passionately writes about core and emerging topics in Management studies. Reach out to his LinkedIn for a discussion or follow his Quora Page

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Under Armour: Creating and Growing a New Consumer Brand

By: Brian Sternthal, Prashant Malaviya

The case traces the development of the Under Armour (UA) brand, product, and market growth under CEO and founder Kevin Plank from its inception in 1996 through 2016. UA provides a cohesive case study…

• Length: 11 page(s)
• Publication Date: Mar 28, 2018
• Discipline: Marketing
• Product #: KE1051-PDF-ENG

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The case traces the development of the Under Armour (UA) brand, product, and market growth under CEO and founder Kevin Plank from its inception in 1996 through 2016. UA provides a cohesive case study of how to launch and sustain a consumer brand even in the face of its third-party manufacturing approach, which gives its apparel no patentable design or fabric technologies. The case uses UA's brand and advertising development as a backdrop for the current pivotal issue of how to target women to sustain growth. UA's stated goal is to build a $1.9 billion women's business by 2019. In laying out UA's growth and competitive moves, the case lets students analyze broadcast, social media, and other digital advertising campaigns in view of the company's brand development and strategic targeting. The case also highlights the importance of leveraging brand heritage and historical differentiation while respecting key nuances when extending into new markets (i.e., moving from a predominantly male-driven audience to female). It also allows an exploration of how to use consumer insight and broader cultural attitudes and trends to support extending a position into new markets.

Learning Objectives

After reading and analyzing the case, students will be able to: understand the strategic and tactical discipline required to create and sustain a consumer brand; examine advertising campaigns and assess alignment with their intended target and positioning; derive various advertising models based on an analysis of campaigns and their respective targeting goals; and make recommendations among models to plot the best growth path for a particular brand.

Mar 28, 2018 (Revised: Oct 4, 2021)

Discipline:

Geographies:

United States

Industries:

Apparel industry

Kellogg School of Management

KE1051-PDF-ENG

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Packaging Design, Brand Development, and Branding Case Study Examples

At Catalpha, we have helped countless clients with their marketing strategy and rebranding process. Our approach to client-centric problem solving means no two client engagements are ever the same. To that point, neither are any two of our rebranding case studies.

Below, we offer just a handful of brand marketing case studies profiling our successful rebrands and partnerships. These intend to show how Catalpha approaches brand management partnerships differently.

Genius Gems Branded Packaging Case Study

Genius Gems excels to enrich kids lives by learning through STEM-focused play. At the center of these activities?— magnetic tiles—which needed branded packaging.

Brand Development Case Study: Candy Packaging

Three years ago when the largest buyer and seller of Pecans in the US came to us, they were looking to move from wholesale to the retail market and wanted a new package design for their four top selling products.

Packaging Design Case Study – Back Pain Relief Product

After years of development and product development, the client knew his back support would require a package and brand look that backed his reputation and research.

Packaging Design Case Study: National Hardware Tool Brand

While Catalpha collaborates with many entrepreneurs and startups who develop and launch their brands, we also are a trusted source for many top national brands.

Packaging Design Case Study: Vape Product

When a product category heats up and you have something to sell, you have to strike while the iron is hot.

Packaging Design Case Study: Snack Food

Designing A Brand Shift For a New Market Share.

Crofton Care Branding

Branding Design Case Study: Nursing Home

Home Healthcare Case Study for Packaging Design

Catalpha created new packaging design for the product line using similar package structure.

Branding Case Study: Coopersburg Branding

In business since 1791, the Coopersburg products were undergoing a major revival.

Cobra Branding

Logo and Packaging Design for this new hardware organizing product

BVspa Branding

New Brand Created In The Beauty Product Spin Off Category

Solo Branding

Multi-level Rebranding – Good, Better, BEST!

Perform Branding

Health / Retail Drug Channel Skin Care Product Gets Facelift.

Lotsa Mozza Branding

A Restaurant Launch From The Ground Up

TheraBand Branding

Long Time Health Therapy Market Product Gets A New Look.

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Victim Assistance & Sexual Assault Program

Catalpha Helps VASAP Inform the Public of the Services to Domestic Violence and Rape Victims Marketing for non profit to […]

Brand Strategy Case Study: SECU Credit Union

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Didn’t find what you were looking for in our product case study list above? There’s much more of our story to tell.

If you want to learn more about our process, reach out to our team directly at 888.337.0066. There are many more brand management case studies in our portfolio. We are happy to customize a collection of branding case study examples that are sure to be relevant to your business.

Brand Development Strategies | Case-Studies, Ideas & Guidelines for Successful Brand Development

After all what is a brand.

A BRAND is your identity, your company’s face value, a representation of what your services or products stand for. Every company requires a professional services Brand that makes it recognizable by its loyal customer base. Depending on how well your services or products are and by the virtue of how well you are placed in the market, the BRAND becomes a reputation in itself and offers you visibility for years to come.

A BRAND is an abstract identity of a company or organization, in the minds of people. A Brand has all the attributes of the company crystallized into it and carries all the “Karma” of the organization.

Brand Development Methodology

Brand Development is an elaborate process and requires precision methodology to be followed.

Since a Brand is important for gaining traction in the market and staying above the rest, a lot has to be done in creating and developing the Brand.

The entire process of creating a BRAND and strengthening it through various advertising activities is known as Brand Development.

It is a vital process when you are building a new Brand and even when you are trying to overhaul your current identity. A Brand Development process involves three major phases:

1. Understanding Brand Association

Any company or organization requires studying itself first to create a Brand out of it. As a part of the Brand development process, the company has to get its Brand strategy in line with its business objectives. Brand development begins with what exactly the company wants to portray. A Brand name should be associated with something which offers value, something that is good, useful, helpful, etc. Brand Association can be treated like “tags” your company attaches to its identity. These tags develop into Brand Attributes. These tags can sometimes have negative connotations.

Lets consider a Case-study of LEE. LEE Brand is associated with with “Ruggedness”, “Casual”, “Exhilaration”, “Youthful”, “Fashion”, “Lifestyle” etc.

McDonald’s Brand Association tags are – “Convenience”, “Fast-food”, “Hang-out”, “Cheap food”, “Kid’s Food”, “Easy Fix” etc.

2. Creating Brand Assets

Once you have done the research, Brand development will require the creation of assets that will grab the eyeballs. It will include a logo, tagline, website and other collaterals. Brand development is all about studying what design and words will work to truly represent the organization (not only the products and services, but what it stands for, its values and vision too.).

3. Developing Strategy to push the Brand

The third phase that a Brand Development process involves is to push and strengthen the Brand further. It is about creating more opportunities for the company to expose itself to the desired set of customers.

Brand Development Ideas and Guidelines

Brand Development often calls for “Out-of-the-box Thinking”

To create a Brand, you will need to go through several steps as a part of the Brand development strategy. Here are a few of them that can help you kick-start the Brand development process smoothly:

1. Research

Brand development is all about creating an identity for your company. This is why the first thing that you should perform is studying your own organization well. Understand that a Brand is not just a logo or a tagline; it is a representation of everything that you perform. How you perform the Brand development will change the way your customers will perceive your company in both factual and emotional way.

2. Know your target consumers

Another aspect of Brand development is to figure out who are you creating this strategy for. A lot many times you will be fascinated with certain design elements or colors and words. The idea is to first understand who you are developing the Brand for. Each market segment has a different preference; hence Brand development should involve the study of your target audience. Once that is performed, you will get a fair idea as to what things appeal to them or not.

Remember, you cannot claim to appeal to every consumer; hence a target group is important. Hence, a good Brand development strategy to implement is creating buyer personas that are stand-ins for real buyers who will influence or make decisions about your offered services or products.

3. Brand CREATION

Brand development involves the creation of assets as mentioned before. Once you have a grip on who you are selling to and why you are selling, the next step is to take this research and create the right Brand assets. But before you delve into the design bit, create two important things for the Brand development – the Brand story that helps you sell the product or service, and the Brand promise, where you are clear why your company is better over the others.

During Brand development, you will require to create a logo that creates a lasting impression and is identifiable as your company on its own. Take help of your Brand development research, every segment of an audience will respond to a design and color differently.

Next, use a lettering that is clear and delivers a style that fits with your ideals. For Brand development with lettering means thinking what appeals to your target audience, is it for children with cute letters, for youth in casual style, or for grown-ups in a formal manner.

Taglines have become an important part of the Brand development process since these catchy phrases and lines can stay in the head of your customers for a long time. Experiment with few lines and float it within the company. Such a Brand development survey can help you decide which line works and represents your company the best.

4. Lay a groundwork for Brand Marketing

Advertising and marketing play a pivotal role in the Brand development process. Here you will require creating a marketing strategy that will push your product or service to your customers. In today’s digital age, there are numerous ways to promote your Brand to the masses. Traditional mediums are a great place to put yourself out and start building your reputation. Higher visibility helps in reaching out to your target audiences well enough and should be considered significant for the Brand development process.

Brand development strategy should involve a study of the various social media platforms and blogs that can help push your content towards the customers. In this age of the internet, Brand development can really enjoy the luxury of reaching a mass audience in a matter of seconds. Due to the pool of competition over the web, you will really understand how well your Brand development has worked so far. This is true because in today’s age, the customers have less attention span and they switch between things in a blink of the eye.

Before you start promotions on the internet, make sure that your website is fully functional and offers a great deal of information and knowledge. A website with an associated active blog can be just the thing in your Brand development arsenal to help you grow. Setup search engine optimization (SEO) for the website and cross-promote the site on various platforms to gain more traffic and eventually more customers.

5. Launch and Readjust

Once you have a solid foundation with Brand development, it is important to launch your Brand. Do not rush into the launch and at the same time do not wait for longer and think about how it will play out. The best way to learn swimming is to get into the waters. So as a Brand development strategy, launch the Brand via various marketing streams and see the response. Have a target time and strategy to readjust and realign the Brand development process in case the response is not as expected.

Brand development requires a lot of patience and course correction. Remember, nothing works right off the bat, a few adjustments and changes will help you get in the right league soon. Brand development is a constant process, hence there has to be a channel for feedback at specific intervals. A lot many times companies put Brand development in the back seat once they are successfully gathering clients.

6. Stay Competitive and Relevant

Keep a close watch on your competitor’s Brand Development activities and adapt to the changes.

Stay relevant to the market trends. Be swift in changing gears with changing market and trends. Topical Ads are best way to stay relevant in branding

As mentioned above, a feedback for Brand development should be performed at key intervals. Also, keep an eye on the changing market trends and the competition. It might happen that slowly your Brand doesn’t fit into the current market segment. In this case, you will have to get back to Brand development by either overhauling the Brand’s image or make a slight correction and present it to the customers as their new companion. Do not get laid back over the period of time and also do not try to alter a lot with newer Brand development ideas too early. It might confuse your customers and fail as a good Brand development strategy.

7. Connect with your Customers

All the above Brand development strategies will completely fail if you do not connect and interact with your customers. Remember, you are creating a Brand to sell your product or service. So Brand development should try to create a story about your company and how it came into existence just for them. When you can tell such a story for Brand development, the marketing goes to an emotional level. Such a connection ensures that customers not only stay loyal to your Brand but also promote you to others.

Brand development should treat your Brand as a person, as a human with certain characteristics. Such addition of personality ensures that people can relate to it and feel it be someone who cares about them. Apart from the logo and tagline, Brand development should promote the core beliefs and values of the company. Also, ensure that the same is been represented at a macro level within your organization. The core beliefs and values that you portray should resonate through the ranks of your company. A good Brand is the one where the employees too stand proudly by it.

About US WDsoft is the leading Branding Agency in Pune, INDIA. With an experience of over 10 years we have evolved into a total Brand Development Company in Pune, INDIA. Our tried and tested branding strategies and methodology has helped scores of our clients improve their brand visibility and generate more sales and leads.

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Demand Gen: Growth Unleashed.

Brand Development: A Comprehensive Guide

Ron Sela / Last updated: November 19, 2021

Brand development is the core of many business operations. Separate from company recognition, brand development is one of the primary factors customers consider before buying products.

It establishes a unique identity, differentiates a business from competitors, and builds a memorable impression in the minds of consumers. Through consistent and strategic branding, companies can communicate their values, increase customer loyalty, and create trust. This leads to a stronger customer connection and potentially higher market share.

Effective brand development not only attracts new customers but also fosters loyalty among existing ones, contributing to long-term business success.

Key Takeaways

• Brand development involves creating and establishing a brand’s identity in the customer’s perception, which includes researching brand concepts, utilizing communication tools, and building a reputation, with examples ranging from product-focused brands like RedBull to value-oriented ones like Green Toys.
• A brand encompasses all aspects of a customer’s experience with a product or service, and effective brand strategies consider every customer interaction, from product quality to customer service, to build and maintain the brand’s reputation.
• The brand development process includes identifying a target audience, deciding on the brand’s direction, testing the brand with consumers, implementing the brand through various strategies, and maintaining the brand’s presence and identity in the market, with the ultimate goal of fostering customer loyalty and repeat business.

What Is Brand Development With Example?

Brand development is the process of making a brand and establishing it in the eyes of customers. Proper development includes researching strong brand ideas, obtaining the tools to communicate them, and building a reputation with customers.

For example, some companies may develop a product-focused brand (like the recognizable RedBull), while others establish a brand around their values (like the eco-friendly Green Toys).

What Is a Brand, Exactly?

Before we talk any further about brand development, we need to define what a brand is. A brand is everything a customer experiences that relates to a product or a group of products.

Some companies create a brand around each product to distinguish them in the customer’s mind, while others treat the company as a brand and encourage people to buy from them. Businesses may even do both.

Video game company Nintendo, for example, has one of the most recognized brands in the world with its Super Mario franchise. However, Nintendo itself is also a brand, with all of the games they produce known for being high-quality products.

The main thing to remember here is that an effective brand development strategy must consider every aspect of the customer’s experience. If a business makes decent products but has terrible customer service, that’s what the brand becomes.

It’s hard for any brand strategy to salvage a product once people turn against it, so companies occasionally rebrand products to try and escape negative connotations from the past. This type of brand positioning isn’t necessary for a successful brand, but sometimes it’s the right customer marketing strategy.

Typical brand aspects include values, colors , materials, styles, mascots and logos, and mottos. Fast-food chains focus on portraying themselves as affordable, while sports teams often have kid-friendly mascots. Meanwhile, online crafts retailer Etsy emphasizes handmade goods alongside eco-friendly shipping.

What Is the Brand Development Process?

The brand development process is the beginning-to-end sequence of creating, establishing, and refining a brand until it reaches the status you want. Here’s how the brand development process works in more detail.

Step One: Figuring Out a Target Audience

The first step in the brand development process is picking a target audience . Some companies aim to target as many people as possible, while others have a much narrower scope. A few businesses have only a single high-value customer, like the government.

It is critical to understand that brand management includes establishing exactly what appeals to the target audience and how a brand message can appeal to them. Brand awareness is meaningless if your audience doesn’t care about your products.

Step Two: Deciding on the Brand

Deciding on a brand to make is the hardest part of the process. Companies try many things to make a positioning statement, evaluate any existing brand awareness, and see what competitors are doing.

The ideal brand supports your business objectives and appeals to both existing and new customers while strengthening brand loyalty. Deciding on a brand is also where companies often get distracted by the details.

For some, the business strategy only means picking a name, a logo, and packaging for the product. For them, that is the brand and what they want people to pay attention to.

From the customer’s point of view, though, the brand is everything they experience. That includes how easy it is to find and buy the products, what they pay in shipping if buying online, customer service communications, and how much they like using the product.

Customer loyalty comes in when businesses create a strong brand. A good business brand keeps customers happy throughout their journey and makes them feel like they can extend some trust to the business. You can’t create loyal customers if they have bad experiences, so you can’t create a successful brand that way, either.

In short, deciding on a brand means figuring out how to manage the customer’s entire experience with your products. Anything less isn’t part of the brand development process. It’s just traditional marketing efforts.

Step Three: Testing the Brand

After selecting the brand itself, the next step is seeing how customers react to it. Companies can create brand guidelines and target customers, but it’s easy to get distracted by business objectives and overlook some qualities that a strong brand needs.

Proper testing is why companies may use focus groups or competitive environments to figure out if the brand is strong enough to keep pushing. There are many ways to evaluate this, from checking how many new leads it brings to reading social media posts, but testing the brand often becomes an ongoing process that tweaks and adjusts things over time.

Step Four: Using the Brand

The step after finalizing the brand is implementing it. There are many ways to establish and announce this, but having a good start is vital for establishing a stronger brand. There are two effective ways of releasing the brand.

The first is a gradual rollout. The gradual process involves releasing the product to increasingly large groups of loyal customers and incorporating their feedback to adjust the product and the brand. Releasing products this way is a slower method that could take anywhere from months to years but typically results in an excellent product once it hits the broader target market.

The second option is the big splash rollout, releasing it to everyone at once and trying to bust into community awareness. There’s no consumer loyalty for a big splash, but you can reach many new customers with a solid digital content strategy .

Many businesses favor the big splash rollout because it has the highest potential for a large number of earnings all at once. That transforms the brand into a valuable asset and makes it easier to justify further investment.

However, gradual rollouts tend to result in better products and more loyal customers. This is especially true among the first ones to test it out. When they see their feedback incorporated into the products, they’ll feel important and valued.

Step Five: Maintaining the Brand

The final step doesn’t end until the product line stops or the company shuts down. Brand management is all about keeping a brand identity in the mind of the target market and encouraging them to become repeat customers .

The ease of accomplishing this depends on more than your brand message and brand loyalty. Some products simply sell more often than others. Must-have products like food are easy to get repeat customers for, but low-frequency purchases like home appliances are a lot harder.

The differences in maintaining a brand mean that an effective brand development strategy must consider the company’s positioning and target audience. What works for one company’s brand may not work for another, and failing to account for that when maintaining it can drastically reduce the brand’s value .

What Is Brand Positioning?

The part of the brand development process that focuses specifically on getting it into the mind of customers is called market positioning. We can break brand positioning down into several components.

Most of this happens in step five of brand development, but companies with the resources often start laying the groundwork for positioning weeks or months ahead of launching the product. Any industries that offer previews, like many entertainment companies, are engaging in early brand positioning.

Step One: Pre-Contact

One of the best ways to convince people to buy something is to get them to agree that they have a problem. Pre-contact positioning is where a smart content marketing strategy comes into the picture.

Take a good, long look at your product. What kinds of problems could this product theoretically solve? Some products have obvious solutions, like food alleviating hunger. Others are more complex, such as assistive devices for people with special needs that you want to market to a bigger audience.

Traditional marketing techniques can help you spread awareness of problems before you start mentioning your products. The key here is balancing concern with a willingness to act. If you worry people too much about presenting something as a huge problem, they may search for another solution before even releasing your product.

In other words, the goal of pre-contact brand positioning is preparing people to become customers, not pushing them to act. Any brand strategy that forgets this or tries to go too far here probably won’t become a successful brand.

Step Two: Initial Release

The initial release can reach a target audience of any size, as discussed above. Ideally, you’ll build up brand equity with a smooth rollout and transition into maintaining a successful brand.

Realistically, many things can go wrong during the initial release, and that’s where a smart content marketing strategy comes into the picture. The initial rollout of a product doesn’t always determine brand success.

Instead, success comes from using a solid strategy to target customers and establish market positioning over time. A good positioning statement can help guide this, but brand assets can show their value over time even without that.

What Is a Brand Positioning Statement, Anyway?

A brand positioning statement is an internal company document that summarizes what you’re trying to do with the products. Most companies don’t share these with the public, so it’s hard to give specific examples.

That said, a brand positioning statement might be something like “Quality, affordable shoes.” A statement like this addresses what sort of product it is and two major attributes the brand wants customers to associate with the brand.

To a lesser extent, brand positioning statements are helpful when discussing new products with key stakeholders. They can help demonstrate how the product will meet consumer needs and establish trust by showing how the brand will become a starting point for generating profit.

Step Three: Resolving Problems

Most companies experience problems after the initial release of the brand. You may overlook key areas of concern, make a poor first impression because of technological failure, or even fail on a SWOT analysis for your company.

Everyone wants a perfect rollout, but it makes sense to prepare for problems when you develop your brand. Having a clear understanding of when things go wrong will help your business overcome issues with your first impression and determine the only way to regain any lost trust.

Communication is valuable here. One of the key differentiators in how customers respond to problems is how quickly and effectively you communicate. Customers feel better when they have the sense that they’re listened to, and you’re not just marketing to them to try and get more money.

In mst cases, resolving problems can use the following format.

#1: State the Problem

Be specific here and explain it in a way that ensures customers feel like you genuinely understand the problem with your business. You don’t need to give valuable information that competitors could use against you, but a well-defined problem is easier to solve.

For example, let’s say that 10% of your products are missing a critical component. Explain this number and as much as you can say about how it happened.

#2: State How You’re Solving the Problem

Many brands offer vague assurances like “we’re looking into this,” but that’s not what customers want to hear. If things are missing a part, they want to hear that you’ll be mailing replacements. If you don’t have addresses, tell them how they should contact you.

Being specific is always better here. A fundamental brand promise is that the product will do what it claims it will do. If you fail here, forget about your brand development strategy. Your brand identity will be mud, and your target audience will likely abandon you.

You might recover, but failing to resolve a problem correctly isn’t the first of your issues to many customers. It will be at least the second problem in a row, and that will make many people who gave you the benefit of the doubt give up on you.

#3: Give a Timetable for Resolution

Just like the first two areas, it’s better to be specific here when possible and honest about any potential delays. Worldwide shipping issues in 2021, for example, have delayed delivery of some goods by weeks or months. If that kind of thing affects you, just say it and give your best estimate for when it will be resolved.

Timetables are one area where you can be a little vague. You won’t hurt your marketing strategy if you say you hope to deliver a resolution by May 1st, but shipping issues outside of your control could push it back to June.

#4: Thank the Customer for Their Support

If possible, make them an additional promise that you can follow through on. If people feel like they’re getting something extra, they’re usually willing to wait.

Step Four: Maneuvering

A brand isn’t set in stone once it reaches the market. Once you launch, you may have to deal with threats from a new business, changes in your core message, or additional feedback about things customers experience when buying your product.

There are two main routes for a company here. The first is changing the market positioning, which means aiming for a different result than the one you’re getting. Most companies aim to get more customers, but if you’re expecting problems or a sudden drop in inventory, you could also aim to shrink your customer base until you’re ready to expand again.

The other route is maintaining the brand and its position. Many business owners hate the idea of staying in place. Still, there’s often a point for small companies where you’re saturating the market, and the return on new investment drops significantly.

Finding a spot like this means it’s time to transition into a holding pattern and emphasize steady sales. This doesn’t have to be permanent because you can develop new products to try and find new customers, but pretending a brand can keep growing when it can’t is just wasting time.

What Is a Brand Development Strategy?

Brand development strategy is the part of brand development that companies use internally to guide the process. A good development strategy includes everything from researching a target market to clarifying a brand promise, figuring out search engine optimization options, and collecting actionable insights to guide the brand.

In short, this is how you go from the starting point to launching a powerful brand .

The tricky part here is figuring out how your business is different from others. Some companies focus on brand development involving business cards and new web visitors, while others may send out products for review or negotiate with retailers to offer special promotions.

Things to Consider

Brand development strategies need to consider their core message, a SWOT analysis, and even how client work may factor into things. Brand development also requires a marketing strategy that’s realistic about resources and timetables.

Every company wants to have a perfect launch, but honesty about what you can do to reach your target market can keep expectations realistic. A key element of a good brand development strategy is setting a fundamental goal to define success, then additional goals to indicate performing better than anticipated.

Brand development strategies should consider relevant content , potential search content, and whether you want to try and get a valid email address from each customer. More information is directly connected to marketing performance because when you know what people want, it’s easier to create a product for the market that matches customer expectations.

The best brand development strategies have marketing options for different results. If things perform better than expected, a good strategy can use things like SWOT analysis to determine how much more the company should invest in marketing. If things do poorly, the strategy may direct you to see if you’re creating authority content for customers.

This is another area where companies are often overly optimistic about launching brands . Remember, chances are something won’t go according to plan. Having contingencies for each point as part of a comprehensive style guide for your company can ensure that you’re in the best position to take advantage of the market.

What Is Brand Identity?

Brand identity is how customers feel about your brand after you develop it and they engage with it. Their engagement may or may not involve knowing your company name, but it does typically include knowing the name of your product.

Here are some examples of how brand identity works in practice.

Case Study: LEGO

When was the last time you bought a LEGO set and the right pieces simply didn’t fit together?

Probably never, because LEGO has stringent quality control standards . Only about 18 pieces out of every million produced have problems. Even then, manufacturers catch most of them, ensuring they don’t even make it into the playsets. On the rare occasion that a bad part slips through, LEGO replaces it on request.

Size tolerances on LEGO products are within 0.001 millimeters. For context, the average piece of paper is about 0.1mm thick, so LEGO products are accurate to within 1% of the width of paper. That is a truly impressive rate of precision marketing , and it’s so precise that every single part they produce is compatible with bricks from 1958.

Quality control standards aren’t one of the things that LEGO advertises much. They focus most of their marketing on new sets and collections, often made to coincide with releases from partner companies. However, people who play with LEGOs naturally learn that everything fits together.

These things result in a degree of trust in the company and brand that you can’t get from basic marketing or business practices or search traffic. LEGO doesn’t need to be as precise as they are. However, going the extra mile makes them a trusted brand despite the high prices of their products.

Case Study: NFL

The National Football League is an interesting example of branding. They go even further than Nintendo, with three primary levels of branding that each have their own characteristics. The NFL is a good sample because it shows how multi-level branding can offer additional benefits for companies.

The top level of branding is the NFL itself. Their branding includes the claim as the primary company managing football as a sport and being the only real professional league. They sell NFL-branded products and make sure everyone knows that the organization itself is on top. League-wide events like the Superbowl are part of their branding, too.

The next layer of branding is the individual teams. They encourage people to support specific teams and buy merchandise from them, attend their games, and care whether that team wins or loses. The NFL does not care about the teams except to the extent they contribute to the sport, but marketing helps ensure that customers care.

Finally, individual players can have their own branding. Individual branding is another marketing trick that can drive up business, especially among children who may favor players over the sport as a whole.

Splitting the branding also insulates each of them from problems that the others have. If a player is a problem, the team can distance themselves. If an entire team is having problems, the league can punish them in the name of maintaining the integrity of the sport.

The resilience of the NFL’s split branding strategy gives their business an incredible level of resiliency in the face of problems. The inclusion of team owners in making most major decisions also makes it hard for any wild, external forces that upset the whole thing.

Case Study: Hololive

Let’s talk about something a little more unusual. Particularly famous brands are all well and good as case studies, but they’re not as useful for small businesses that can’t operate on such a level.

Hololive is a Japanese entertainment company operating as a subsidiary of Cover Corp., a technology company. Since late 2020, they’ve focused on expanding outside of Japan and providing content that’s more accessible to the rest of the world, and with resounding success.

The company itself consists of several groups of variety entertainers that mostly use digital avatars and stream material over the web. After about two years of minimal success, Hololive managed to take advantage of viral content to attract interest.

Since then, it’s become one of the most well-known streaming companies, functioning differently than individual, independent streamers have in the past. As of late 2021, according to records , Hololive owns all of the top five worldwide channels for YouTube’s Superchat donation system and eight of the top ten channels.

This success is astounding for a brand that’s only four or five years old. Cover is not a huge company in terms of staff, but they’ve expertly applied their skills to dominate the charts and bring in impressive revenue.

That’s not the reason we’re using them as a case study, though. What makes Hololive worth studying as a company is how they did it.

Broadly, each new group of entertainers they release has done better on launch than the past group. The success here is because the previous entertainers each attract followers (i.e., customers) individually, and those customers often go on to support the new entertainers and continue the cycle of growth.

Ultimately, Hololive is a higher-level brand that benefits from each of its subsidiary brands. They’ve done exceptionally well for an organization that’s primarily people working from home and being entertaining online.

Hololive vs. Nintendo

Hololive is structurally similar to Nintendo when it comes to branding. As we discussed earlier, Nintendo has a setup where each franchise is generally high-quality, and those all reflect on the broader Nintendo video game brand. People expect every Nintendo-published game to be good.

Many companies treat a brand as ultimately disposable. If a product fails too hard, you can just rebrand and try again, and that’s how business goes. However, brand development that focuses on supporting other brands has enormous potential for success, and it’s an opportunity that too many businesses overlook in their marketing efforts.

On another level, it’s good to look past marketing efforts and pay attention to how a successful business truly operates. The way a company uses and applies its branding is almost as important as the branding itself, with just as much impact on the company’s overall success.

Amazon is so massive that it’s awkward to use them as a study, but we’re bringing up their business because they have a different type of branding than most companies.

Specifically, Amazon’s authentic brand is its service. Sure, they have things like web hosting and entertainment, and those can draw customers in. They even have their own store brand of products, but that has almost no impact on what people think about them.

Amazon’s brand is essentially the following: “sell everything and deliver quickly.” You can buy almost anything you want on their site, with consistently fast shipping even if you choose their slowest option. Amazon is a relatively rare example of a service-based brand – rather than a product-based one – which makes it so interesting.

Of course, that speed doesn’t come without problems. Problems that escalate too far can destroy a brand overnight, so you can also think of Amazon as a high-risk, high-reward proposition.

On the internal side, Amazon has its well-known “Day One” branding statement. Despite the company’s age, this statement encourages people to act almost like the company is a startup, focusing on innovation and ways to achieve significant growth.

The result is consistent brand development that’s made their business into one of the most valuable companies in the world. At this point, most of their marketing goes towards specific products rather than the site itself. People don’t need to be told that Amazon exists, so marketing money can go elsewhere.

Case Study: Superhero Symbols

Superman is an interesting brand because many people have interacted with it over the years, each leaving their own mark on it. However, the stylized S on Superman’s chest is one of the most recognizable symbols in the world. The same is true with variations of Batman’s logo, usually a black bat shape on a yellow background, often with a black border around it.

Effective visual branding is one of the most powerful tools a company has. People who recognize a symbol can pick it out of a crowd of other symbols. They pay attention to it almost subconsciously, making it a symbol of both trust and engagement.

The best visual brands are usually simple, with two or three colors and a unique design. There’s a reason apps and social media sites prefer simple graphics for their logo rather than something elaborate.

Final Thoughts

Brand development is complex. Figuring out target audiences, deciding what to do with the brand, and buying the technologies necessary to make it work may require years. That doesn’t even consider the new marketing tactics it may need to maintain the brand after launching it.

However, creating a complete brand development guide can help any company understand the way forward, measure its success, deal with problems, and ultimately establish a lasting and powerful brand among its customer base.

In even simpler terms, it’s garbage in, garbage out . The more you put into brand development, the more you’ll get out. Going halfway on the planning and stopping there will prevent a brand from reaching its full potential.

Frequently Asked Questions

Here are some common questions people have about brand development.

What Are the 4 Steps of Branding?

The four basic steps of branding are:

• Selecting a target audience you want to market the brand towards
• Positioning the company to sell to that audience
• Clarifying your company’s approach to the brand
• Finalizing the details about the brand

As discussed above, proper branding requires evaluating the entire sequence of interactions that customers have with your company.

What Is a Brand Developer?

A brand developer specializes in working with new or existing brands to improve them on behalf of a company. A business may hire brand developers to fix problems with an existing brand. They help them rebrand or provide input on developing the brand for a new product.

What Is Brand Strategy Development?

Brand strategy development figures out how the business will approach a specific brand and deal with problems that arise. A brand is most successful when a company understands where they are and where they want to take the brand.

Related Posts:

• How to Build a Strong Brand Foundation
• Brand Pillars: Key Components and Development and…
• Brand Analysis: Definition, Importance, and Best Practices
• Brand Attributes: Definition, Types, Examples, and Strategy
• What is a DTC Brand? Definition, Examples, Strategy

About Ron Sela

Ron is a marketing advisor to technology-driven businesses. He has 15 years of digital marketing experience and an MBA from the University of Florida. Ron helps companies grow their revenue by developing and executing integrated marketing plans that align with their business goals. He has a proven track record of success in helping companies achieve their growth objectives.

Airbnb’s Fresh Identity: A Brand Positioning and Strategy Case Study Centered on the Concept of Belonging.

Air has completely revolutionized the travel industry with its incredible range of unique accommodations and unforgettable experiences. In this article, we’re going to delve deep into Airbnb’s brand positioning and strategy, uncovering how it has created a genuine sense of belonging among its users.

Through a captivating case study, we’ll explore the evolution of Airbnb’s marketing and brand identity, and discover how it successfully captures its target market.

If you’re eager to learn how a brand can reinvent itself and build a strong connection with its customers, I can assure you, this article is a must-read. Brace yourself for an inspirational journey!

Airbnb and its Brand Strategy

Hey there! Let me tell you about Airbnb—a platform that connects travelers to a wide range of accommodations, from cozy rooms to spacious houses. What sets Airbnb apart from traditional hotels? Well, through their marketing campaigns, they showcase shared values and the allure of living like a local.

Now, let’s talk about the heart of Airbnb’s brand—their captivating symbol, the “bélo”. It represents discovery and belonging, truly capturing the essence of their platform. Cool, right?

But here’s what really sets Airbnb apart—they’re all about enhancing the experience for both travelers and hosts. Whether you’re looking for that perfect property, embracing their new logo design, or enjoying their advanced mobile features, they’ve got you covered.

Sure, Airbnb acknowledges the challenges posed by negative perceptions, but their goal is to generate positive hospitality experiences. So, if you’re seeking a direct and user-friendly alternative to traditional tourism, why not connect with us and embark on an extraordinary journey? Trust me, you won’t regret it!

Airbnb’s Brand Positioning

Airbnb sets itself apart by offering unique accommodations and immersive experiences that allow travelers to authentically connect with local cultures. Unlike traditional hotels, Airbnb provides personalized and affordable options to explore and feel like you belong in different destinations.

With the introduction of the new “bélo” emblem in their advertising campaigns, their brand visibility has skyrocketed, despite some critics and skeptics. But you know what? Airbnb stays committed to creating a positive and inclusive tourist experience, no matter what.

The Target Market of Airbnb

Whether you’re an adventure enthusiast or a business professional, Airbnb’s platform has got you covered with its diverse range of listings.

The Airbnb brand is all about authenticity, symbolized by the iconic “Bélo.” It offers a one-of-a-kind travel experience that fosters a sense of belonging, something traditional accommodations simply can’t replicate. Instead of leaving a bad taste like stale cookies, Airbnb invites you to discover, explore, and be a part of something bigger. 

Airbnb’s Brand Identity and the Unveiling of a New Identity

Check out Airbnb’s exciting new brand identity! They’ve introduced a captivating logo called “Bélo” – an authentic symbol that invites you to discover, to belong, and to resonate with their fresh approach.

It’s a new emblem that beautifully contrasts with the traditional – not in a negative way, but in a way that truly speaks to us. Get ready to embrace the future with Airbnb!

Airbnb Marketing: Leveraging Digital and Social Media

Airbnb has truly established a remarkable online presence across various digital channels and social media platforms. Their content marketing strategy effectively communicates compelling stories and experiences that resonate perfectly with their brand identity.

Just take a look at their captivating “Discover” campaigns! These campaigns artfully highlight one-of-a-kind accommodations and thrilling adventures, enticing users to embark on new and exciting journeys. And let’s not forget the power of social media in fostering engagement, building a vibrant community around the brand.

With their strong digital presence and captivating content, Airbnb is revolutionizing the way we explore and experience the world.

Airbnb Experiences: Taking Travel to the Next Level

Let me tell you about another important aspect of Airbnb’s offering – Airbnb Experiences. These are not just your ordinary activities; they are hosted by locals who give you an opportunity to truly immerse yourself in the local culture.

Picture yourself attending cooking classes or going on guided tours – these experiences, my friend, add tremendous value to your accommodation.

It’s what sets Airbnb apart from being just a rental service. Trust me, you don’t want to miss out on this incredible way to make your trip unforgettable.

The Value of User-Generated Content in Airbnb’s Strategy

User-generated content, like reviews and recommendations, plays an absolutely vital role in establishing trust and authenticity for Airbnb.

We actively encourage our users to share their experiences through reviews, helping fellow travelers make informed choices. Not only that, but it also fosters a sense of community that is at the core of what Airbnb is all about.

So, join our community and let’s create amazing moments together!

Controversies and Challenges Faced by Airbnb

Just like any other brand, Airbnb has had its fair share of controversies. From navigating regulations to addressing concerns about local housing markets, these challenges are crucial for Airbnb to uphold its brand image.

However, the company has actively taken steps to collaborate with local governments and address community concerns. By doing so, Airbnb is committed to overcoming these hurdles and continuing to provide exceptional experiences for travelers worldwide.

Analyzing Airbnb’s Competitors in the Travel Industry

In the competitive market of vacation rentals, Airbnb stands out among players like Booking.com and Vrbo. What sets Airbnb apart is its unwavering focus on creating unforgettable experiences and building a thriving community.

By continuously analyzing and understanding the competition, Airbnb can drive innovation and maintain its leading position. So, if you’re ready to embrace the best of both worlds—unbeatable experiences and a strong community—look no further than Airbnb.

The Future of Airbnb: What’s Next?

As Airbnb keeps growing, it’s always on the lookout for new opportunities to innovate and expand. From what the founders have shared, it’s clear that the company is actively exploring long-term strategies to diversify its offerings and build upon the sense of belonging that lies at the core of its brand.

Exciting times ahead for Airbnb and its community!

Airbnb’s Brand Strategy and Target Market

When it comes to marketing, Airbnb truly stands out as a brand. With an unwavering focus on their target market, they have successfully built their brand around offering customers one-of-a-kind experiences.

Trust me, they know what they’re doing and they do it exceptionally well.

Airbnb’s Future Plans

Guess what? Exciting news! Airbnb is expanding its services to include vacation rental home management. They’re going all out to provide a comprehensive solution for managing every aspect of your stay, targeting a larger group of potential customers.

But that’s not all! Airbnb is going the extra mile by exploring cutting-edge technologies like AI and machine learning. By doing so, they can understand your preferences better and offer personalized experiences just for you. And wait for it – they’re also working on making the booking process easier and faster than ever before!

As Airbnb continues to grow, they’re committed to delivering exceptional service and innovative solutions. They’re always pushing boundaries and exploring new technologies, so you can have a memorable experience every time you stay with them.

Trust me, with their unwavering dedication to excellence, Airbnb is and will remain one of the leading players in the vacation rental industry. Get ready for an extraordinary adventure!

Airbnb: Elevating the Essence of Belonging

When it comes to strategic brand development, Airbnb is undeniably a frontrunner. With a captivating visual identity, Airbnb creates a unique charm that fosters a sense of belonging among its diverse customer base. And let’s not forget, while facing fierce competition, Airbnb never loses sight of its core values, solidifying its brand positioning.

Sure, every trailblazing brand encounters controversy from time to time, but that’s just a true test of resilience for Airbnb. Yet, through unwavering perseverance and an unwavering pursuit of excellence, this company continuously outshines its competitors and maintains an impeccable reputation. Keep shining, Airbnb!

Brand Strategy Essentials

Airbnb’s brand strategy is powered by its core values: be a host, belong anywhere, and celebrate the journey. These concise phrases forge a deep emotional connection with customers, tapping into their spirit of adventure, love for exploration, and passion for community.

Craft a comprehensive brand strategy that propels marketing efforts, shapes brand identity, and ultimately positions the brand for success.

By gaining valuable insights into your target market, understanding customer needs, and crafting a strong visual identity, you’ll be well-equipped to stand out in a competitive landscape. And when it comes to handling controversies, rest assured that you’ll navigate them with finesse and grace, ensuring the integrity of your brand remains intact. 

Airbnb and Its Strategic Approach to Branding and Marketing

Airbnb, a renowned player in the hospitality sector, has truly crafted a compelling brand strategy that completely resonates with its target market. By carefully understanding its customers’ needs and preferences, Airbnb has successfully established its brand and left a lasting impression on the market.

With a paramount focus on marketing, Airbnb doesn’t just showcase its offerings. It goes above and beyond to create a unique and unforgettable experience for its customers. This approach sets Airbnb apart and allows it to thrive and dominate in the highly competitive market, leaving traditional players in the industry far behind.

By optimizing its brand strategy and effectively connecting with its target market, Airbnb has managed to create an impactful brand and build a strong, loyal customer base. With continued innovation and customer-centric approach, Airbnb is well-positioned for even greater success in the future.

Airbnb’s Brand Strategy and Marketing Approach

When it comes to the world of hospitality services, Airbnb has firmly established itself as a prominent player. With a meticulously crafted brand strategy, they have successfully captured the attention and loyalty of their target market. 

At the heart of Airbnb’s success lies their unwavering commitment to delivering exceptional experiences to both hosts and guests. Their brand identity truly reflects this ethos, ensuring that every interaction with the platform exudes unparalleled quality and authenticity.

By leveraging highly effective marketing techniques, Airbnb has been able to reach millions of customers worldwide. Their strategic campaigns not only showcase the unparalleled diversity of accommodations available but also emphasize the transformative power of travel.

It has truly become a vibrant community, connecting individuals from different backgrounds and cultures, all driven by the shared desire to explore and experience the world.

Airbnb’s Impact on the Travel Industry

By offering travelers an alternative to conventional hotels and vacation rentals, they have pioneered a whole new market segment that was previously untapped.

Plus, their unwavering commitment to creating unforgettable experiences for customers has inspired more people to embark on exciting trips and discover places they may not have otherwise considered. Trust me, you don’t wanna miss out on this!

Airbnb vs Vrbo vs Booking.com – Competitors Overview

Airbnb, Vrbo, and Booking.com are fierce competitors in the online travel market. Let’s take a closer look at what sets them apart.

Airbnb goes beyond booking hotels, offering unique accommodations and experiences for travelers. Their range of options includes private homes, apartments, and villas, providing a personalized touch.

Vrbo, on the other hand, specializes in traditional vacation rentals like condos and beach houses. If you’re after a more conventional rental experience, Vrbo has got you covered with their extensive selection.

As for Booking.com, they focus on hotels and other short-term rentals like hostels and bed & breakfasts. Their broad range of offerings makes them a reliable choice for different preferences.

Each of these platforms has its own advantages. Airbnb is ideal for those seeking a more personalized stay, while Vrbo and Booking.com offer a wide array of traditional options. Plus, all three are budget-friendly, catering to various financial needs.

But wait, there’s more! Technological advancements are transforming the way we travel. With apps like TripIt and virtual assistants like Siri and Alexa, planning and organizing trips has never been easier. Expedia is also embracing artificial intelligence tools to enhance the travel planning experience.

Thanks to these innovations, travel has become more convenient than ever before. Real-time information at your fingertips, easy bookings, and the ability to compare prices across multiple sources empower travelers to make informed decisions.

So, when it comes to choosing the best option, it ultimately depends on your individual needs. Airbnb for a personal touch, Vrbo for a wide range of vacation rentals, or Booking.com for an extensive selection of hotels and short-term rentals. They all deliver exceptional value, cementing their standing as strong contenders in the online travel market. Happy travels!

Airbnb’s brand is all about providing unique lodging options and creating immersive experiences for travelers to connect with local cultures. The iconic “Bélo” visual symbol represents inclusivity, a key ingredient for their success. And let’s not forget the power of digital marketing and user-generated content, which have been crucial in shaping the Airbnb brand.

But that’s not all—Airbnb takes it a step further by offering locally hosted experiences through Airbnb Experiences, elevating the quality of their accommodations. To keep thriving, Airbnb needs to handle controversies with skill and stay ahead of the competition.

Looking ahead, constant innovation and diversification will be the game-changers for Airbnb. They’re committed to fostering a sense of community and belonging that defines the Airbnb experience. And with their track record, you can trust that they’ll deliver nothing short of excellence.

• Free Resources

B2B Brand Awareness: Examples both big (integrated, geo-targeted marketing campaign) and small (bootstrapped startup’s new image)

Try this prompt using the Conversion Pro expert assistant in MECLABS AI to get ideas for improving your landing pages and homepage. It's totally FREE to use, for now (MECLABS is MarketingSherpa’s parent organization):

Could you please scan the content on this page and suggest improvements? [paste webpage URL here]

Quick Case Study #1: How software development company increased leads 33% with a non-traditional B2B marketing approach focused on its industry’s geographic concentration

“In this project, for which the SOFTSWISS Marketing Team received recognition at the EGR Marketing Innovations Awards 2023, we employed a creative solution uncommon in the technology industry,” said Valentina Bagniya, CMO, SOFTSWISS .

SOFTSWISS is an international tech product company with 15 years of experience. While the iGaming software provider’s target audience in general is globally dispersed, the team focused this campaign on Malta.

“Despite having a population of less than half a million, Malta's stature as an online gambling leader is notable, especially considering that 10% of the world's online gaming companies are registered and represented there,” she said.

Lest you think this case study only applies to this industry, remember, there are many industries that have a geographic concentration:

• Technology and innovation in Silicon Valley, Tel Aviv, and Bangalore
• Entertainment and film in Hollywood, Bollywood, and Kollywood
• Finance on Wall Street
• Automative in Detroit
• Wine in Bordeaux
• Pharmaceuticals in Basel
• Diamonds in Antwerp

And of course, industry events cause a geographical concentration in certain locations for brief periods as well (another aspect covered in this case study).

BEFORE: Traditional industry approach results in low brand awareness in Malta

In previous marketing communications, the company focused on the rational benefits of the product and used only traditional digital channels.

Creative Sample #1: Example of previously used digital banners highlighting rational brand features

AFTER: Non-traditional B2B campaign strategy with a simple message and eye-catching visuals

The gambling software development company realized that thanks to its industry’s concentration in Malta, it could take approaches that were non-traditional for B2B, and more like the FMCG industry.

“The high concentration of B2B iGaming audiences in Malta and, hence the high affinity of media channels that are typically not very relevant for B2B TA, prompted us to adopt a non-standard approach for B2B in choosing the mix of channels,” she said.

The team launched the campaign in October with an eye on the key industry event of the year – SiGMA Europe 2022 – that was held in November.

Step #1: Channel selection

Competitors limited their non-digital promotion methods to participation in various iGaming events. Which meant the SOFTSWISS team could stand out in channels like OOH advertising, radio, in-mall ads, flight magazines, and airport advertisements.

The choice of channels was based on the below research.

Step #2: Teaser campaign

To stand out even more, the team went with a high-concept branding approach for its teaser campaign that was more typical of B2C brands. The ‘Bringing the Heat’ creative concept was developed, with a message rooted in urban slang, meaning ‘adding power.’

But before they launched that main campaign, the team launched a teaser campaign with similar visuals and coloration – the team chose a hot pepper as the key symbol of the campaign – with the line 'Blazing In.'

Creative Sample #2: Key visual featuring the chilli pepper

 “Traditionally, it's understood that B2B and B2C target audiences have different needs and preferences. However, in this campaign, we proceeded from the understanding that regardless of what is being purchased, the final decision is made by a person. And no matter the context in which a person makes a decision, it primarily comes from understanding the value the product provides. Here, not only rational factors or reasons are important but also emotional ones,” she said.

Creative Sample #3: Social media post from Aleksei Trudov excited to see bus advertising for a gambling software provider

Step #3: Main campaign

The team chose five C-level executives from SOFTSWISS to feature in the main campaign, executives that the target audience could then recognize at industry events or around Malta.

Creative sample #4: Key visuals featuring the C-level

The creative campaign also featured below-the-line, in-person experiential activations. For example, the team offered unique ice cream with spicy flavors such as chilli-mango and strawberry chilli (yellow and red, representing the brand colors of SOFTSWISS) near the offices of 29 potential clients for two days, serving 800 people.

Creative sample #5: Below The Line activities

And to target industry experts flying to Malta for the iGaming event, the team had five ad placements at Malta International Airport (OOH billboard, departure, arrivals, baggage areas) and in the in-flight Bizzilla Magazine.

The integrated campaign included PR, with four press and post releases, articles for iGaming media magazines, and podcast interviews.

RESULTS: Growth in brand awareness and target audience engagement

The campaign was meant to be a 360-degree experience that the target audience couldn’t ignore. It achieved the following results:

• Branded keyword clicks increased 104% vs the previous period (before the campaign)
• Leads (using UTM codes to qualify leads from the campaign) increased 33%
• Organic traffic increased 45%
• Nearly all targets were achieved, spending 40% less than the projected budget

Besides the measurable KPIs, the campaign helped SOFTSWISS increase employee loyalty thanks to C-level managers’ role as the main campaign heroes. Competitors inquired about the brains behind the idea and shared photos of the C-level executives, whom they recognized from the billboards and had the opportunity to engage with at the company’s event booth.

“In a young, competitive sector like ours, unique and engaging communication can have a substantial impact. Establishing a compelling creative brand image facilitates the presentation of rational product features, making the brand more attractive and recognizable,” she said.

But what sticks out for a moment in time does not last forever. “In the context of a small Maltese audience, creative content becomes less effective over time as the audience becomes accustomed to and bored with repeatedly seeing the same banners. Planning such campaigns for the short term is recommended,” she said.

And what works in one market, does not work in every market. For instance, in LATAM, the team sees value in partnerships with celebrities and influencers. “Brazilians tend to buy from those they know and trust. It's important to them that the brand is represented by locals. This is also about the emotional connection with the brand,” she said.

Quick Case Study #2: Small remote hiring company grows clients from Facebook advertising while reducing turnover

The previous case study showed the impact of an all-in branding campaign. But even a smaller business that can’t afford a 360-degree campaign can improve results. Let’s take a look at the story of Virtustant, a remove hiring company.

BEFORE – Starting small

When the remote hiring company started, the two partners themselves were the only employees, and the logo looked amateurish.

Creative Sample #6: Remote hiring company logo (before)

“We found the clients by advertising on Facebook with my savings,” said Erik Reid, CEO, Virtustant . The CTA focused on a free consultation.

Creative Sample #7: Facebook ad for remote hiring company (before)

This got the company clients and remote workers, however the turnover rate was high. But they were young and scrappy and dedicated to improving. “We quickly adopted the strategy of ‘the aggregation of marginal gains’ by Sir Dave Brailsford. This is simply to try and grow 1% a day,” Reid said.

One way they tried to grow was by improving their brand image. When I asked Reid if anything specific catalyzed this change, he told me, “There absolutely was a specific moment, and it was when we ran out of money again, due to the high turnover bleed we experienced from both sides of the spectrum. We decided to go through one last round of low-cost work and use the entirety of the result to invest in getting at least one serious company to hire through us.”

AFTER – Rebranding for a more professional identity

The previous logo was heavy and “didn’t bring much to the table in the way of transmitting just how simple our process is.” It also conveyed a traditional sense of procedure, referencing the Greek laurels of victory, while the team considered their methods to be cutting-edge modernist.

So they created a new logo that had a more youthful approach, streamlining the many aspects of their work into one simple, friendly tick without sharp edges. “As comfortable as the couch where you can work from home,” he calls it.

The coloring also changed to represent a work focus, over a formal one, in the way that it brings to mind a traffic cone or construction area, but without the dangers (as working remotely is quite safe).

Creative Sample #8: Remote hiring company logo (after)

They hoped the new, more professional look would attract bigger, more serious clients. Since advertising is still one of the tactics the team uses, here’s an example of the new advertising look. While the message still focused on the lower cost of hiring someone from outside the United States, the CTA changed from a free consultation to a focus on the cost of hiring.

Creative Sample #9 Facebook ad for remote hiring company (after)

RESULTS – Growth and client satisfaction

In all of 2022, the team was able to get nine clients through Facebook ads. In 2024 so far, the international staffing firm has already gotten 11 clients.

And these were higher-quality clients. “We learned that good quality marketing and sales bring a better-quality customer, who is better served by the excellence of the candidates we’ve provided. This leads to recommendations to other companies they are friends with, and when their production grows, they call us back to hire more remote employees. It is a virtuous cycle to focus on those you can perceive as serious leads and not waste time with those who want to lowball,” he said.

This approach has helped the company grow from the original two co-founders to a team of 30.

EPILOGUE – Global team dynamics

In working on this story, Reid also shared with me many lessons about working with a global team, something many marketers and entrepreneurs reading this article do on a daily basis.

For one, the team pivoted from originally recruiting in Asia, which they initially focused on since Reid’s co-founder was working in Asia on a Mandarin teaching project. They found Latin America to be a better fit because the time zones better align with the United States, and there are more native English speakers.

Reid also cautioned that it’s important to understand the culture of workers outside your home market.

“It's important to have a diverse group of individuals who bring a different perspective to the job. However, sometimes the culture of where people are from is not explored enough to know that it will not mesh. America is a very unique country in the way we work, and the ‘grind’ mentality,” he said.

“We have seen many people struggle to enjoy and keep up with the hustle of American work culture.”

This article was distributed through the MarketingSherpa email newsletter .

Related resources

B2B Brand Marketing and Culture: The higher up you go, your priority becomes the people (podcast episode #88)

Strategic Branding For Small Businesses: B2C rebranding and B2B advertising case studies

4 Lessons About B2B Inbound Marketing from a Sunday Morning in the Coffee Shop

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Brand Development: What We Learn from Branding Case Studies

Are you looking to create a memorable brand ? We often get new client inquiries for help with branding . Depending on the business , and where it is in the life cycle, branding lessons can be a tall order. But these branding case studies offer great lessons on brand development .

Check out our thoughts on  creative marketing.

Invest the time and money into a professional picture, and it will be worth its weight in gold for your personal or business brand. Make sure you smile. Why ? Because a smile can build trustworthiness.

Making promises and keeping them is a great way to build a brand.

With the advent of the Internet, the number of marketing options available to both  budding and experienced entrepreneurs  has become staggering.

For these case studies, there is a brand, and there is branding. One is a noun, and one is a verb.

But the funny thing is that when it comes to what defines a brand and what defines your branding, the noun and the verb are switched. Branding is defined by things like a logo , look and feel, your website copy , and all the visual details that go into managing your brand. It sends out a vibe, but it’s made up of many things.

A brand is defined by your actions. How do you serve your customer ? What exceptional service do you offer? How do you approach relationships with business partners and vendors? A brand is defined by your actions, by what you want to stand for.

Before we continue, let me ask you a question . 

What works best for branding design in your business? We would love to hear what it was. Would you do us a favor and post it in the comments section below? Be the one who starts a conversation.

Related: A Remarkable Branding Design: An Example From Spanish Bank

The most important thing to remember, it’s not about you in the sense that you are in control. You are not.

Let’s see what these interesting case studies can teach us.

Brand development … Guinness grabs our attention

Have you noticed that the world of branding is changing?

And rapidly. Traditional media vehicles are losing effectiveness as people communicate in new and different ways. Mass audiences are fragmenting into small segments.

Developing a point of difference is harder than ever. This Guinness marketing story demonstrates that Guinness marketing has certainly noticed.

And Guinness marketing and branding has adapted and come up with some cool new techniques using stories . This new ad from Guinness proves that beer commercials can be so much more than guys and bars.

“Empty Chair,” tells the story of a bartender who leaves a  pint of Guinness  at an empty table every night amongst birthday celebrations and sports team ’s victories. No one sits at the table, and the woman shoots a dirty look to anyone she catches eyeing one of the empty chairs.

Related: Would This Galaxy S5 Marketing Video Persuade You?

Without fail , the frosted glass is there each and every night. It’s a powerful image that serves as a sign of hope for the bartender. But we aren’t exactly sure who the beer is for until the very end . Everything comes together when a soldier finally returns home to claim his Guinness.

The spot finishes with the tagline “The choices we make reveal the true nature of our character .”

This is a simple yet powerful way to add meaning to the story, in it not?

Brand development examples … New Bell of South Africa tells us a story

Have you seen the remarkable branding story from this South African business? It was created to market and build the brand. It is a very simple story. It advocates learning to read no matter your age or status in society.

To us, it creates pure magic with the story, the visuals, the music and the emotion . If you haven’t seen it, watch it now , it is only 2 minutes, and it will inspire you. It is certainly easily in our top 5 of all time.

What makes this story so remarkable? Of course, the whole thing was staged. Who cares? It certainly accomplished its objective to build on the brand. Over 1 million views so far for business from South Africa that most of us have ever heard of. Of course, you can’t design a story for going viral. But you can target for being remarkable and engaging.

Case study brand identity … Gorilla Glue market penetration branding

To establish itself as a new brand in a commodity market, Gorilla Glue differentiated its product with unique features and benefits .

However, competing with a strong market leader like Elmer as an unknown brand probably wasn’t enough. To strengthen their marketing campaign, they came up with a highly engaging online retail experience to engage customers and create memorable experiences with the brand.

Don’t think a branding strategy is necessary? Check out the Gorilla Glue image below and check out their website at www.gorillaglue.com .

Branding case studies   KLM Airline

I prefer brands that are most innovative and keen to try lots new and different ideas . And ones that are not afraid of a failure or two.

KLM Airlines certainly deserves to be this camp. They are real social media marketing innovators. They frequently come up when marketers are discussing the best in social media marketing.

They have been successfully executing their social media marketing plan for over four years, and their strategies have played a key role in their marketing and customer engagement .

Related: How KLM Airline Marketing Uses Social Media for Winning Campaigns

If you’re not familiar with KLM Royal Dutch Airlines, known by its initials KLM, it is the flag carrier airline of the Netherlands. With headquarters is in Amsterdam, KLM operates scheduled passenger and cargo services to more than 90 destinations worldwide. It is the oldest airline in the world, still operating under its original name (Founded in 1919).

Their brand identity is built around a culture of innovativeness. Over the past four years, KLM has launched some social campaigns – some big, some small. They had a few failures  along with great successes, but they keep exploring and testing what consumers like the best.

Can you see why these brands have hit such huge home runs with their tales? They are quickly becoming the mecca of “story telling did right” for brands big and small going forward.

So what’s the conclusion? The conclusion is there is no conclusion. There is only the next step. And that next step is entirely up to you. But believe in the effectiveness of word of mouth marketing. And put it to good use .

It’s up to you to keep improving your creative marketing efforts. Lessons are all around you. In this case, your competitor may be providing the ideas and or inspiration. But the key is in knowing that it is within you already.

All you get is what you bring to the fight. And that struggle gets better every day you learn and apply new lessons.

When things go wrong , what’s most important is your next step.

Need some help in capturing more customers from your branding design strategies ? Such as creative branding ideas to help the differentiation with potential clients?

Call today for a FREE consultation or a FREE quote . Learn about some options to scope your job.

Call Mike at 607-725-8240.

All you get is what you bring to the fight. And that struggle gets better every day you learn and apply new ideas .

When things are not what you want them to be, what’s most important is your next step. Call today.

Test. Learn. Improve . Repeat.

Are you devoting enough energy to improving your continuous learning for yourself and your team?

Do you have a lesson about making your brand marketing better you can share with this community ? Have any questions or comments to add in the section below?

Mike Schoultz is the founder of Digital Spark Marketing , a digital marketing and customer service agency. With 40 years of business experience, he writes about topics that relate to improving the performance of business. Go to Amazon to obtain a copy of his latest book, Exploring New Age Marketing . It focuses on using the best examples to teach marketing … lots to learn.

Digital Spark Marketing will stretch your thinking and your ability to adapt to change .  We also provide some fun and inspiration along the way. Call us for a free quote today. You will be amazed how reasonable we will be.

More reading on brands and branding from Digital Spark Marketing’s Library:

What the Lego Brand Teaches About Branding a Business

What 10 Killer Brands Stand for; It’s Personal

Building Key Requirements for a Strong Brand Identity

Branding Your Business … Examples from the Zappos Culture

Like this short blog?   Follow Digital Spark Marketing on LinkedIn  or add us to  your circles  for 3-4 short, interesting blogs, stories per week.

• ← Attention Grabbing: How to Own Your Live Audiences
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How to write a case study — examples, templates, and tools

It’s a marketer’s job to communicate the effectiveness of a product or service to potential and current customers to convince them to buy and keep business moving. One of the best methods for doing this is to share success stories that are relatable to prospects and customers based on their pain points, experiences, and overall needs.

That’s where case studies come in. Case studies are an essential part of a content marketing plan. These in-depth stories of customer experiences are some of the most effective at demonstrating the value of a product or service. Yet many marketers don’t use them, whether because of their regimented formats or the process of customer involvement and approval.

A case study is a powerful tool for showcasing your hard work and the success your customer achieved. But writing a great case study can be difficult if you’ve never done it before or if it’s been a while. This guide will show you how to write an effective case study and provide real-world examples and templates that will keep readers engaged and support your business.

In this article, you’ll learn:

What is a case study?

How to write a case study, case study templates, case study examples, case study tools.

A case study is the detailed story of a customer’s experience with a product or service that demonstrates their success and often includes measurable outcomes. Case studies are used in a range of fields and for various reasons, from business to academic research. They’re especially impactful in marketing as brands work to convince and convert consumers with relatable, real-world stories of actual customer experiences.

The best case studies tell the story of a customer’s success, including the steps they took, the results they achieved, and the support they received from a brand along the way. To write a great case study, you need to:

• Celebrate the customer and make them — not a product or service — the star of the story.
• Craft the story with specific audiences or target segments in mind so that the story of one customer will be viewed as relatable and actionable for another customer.
• Write copy that is easy to read and engaging so that readers will gain the insights and messages intended.
• Follow a standardized format that includes all of the essentials a potential customer would find interesting and useful.
• Support all of the claims for success made in the story with data in the forms of hard numbers and customer statements.

Case studies are a type of review but more in depth, aiming to show — rather than just tell — the positive experiences that customers have with a brand. Notably, 89% of consumers read reviews before deciding to buy, and 79% view case study content as part of their purchasing process. When it comes to B2B sales, 52% of buyers rank case studies as an important part of their evaluation process.

Telling a brand story through the experience of a tried-and-true customer matters. The story is relatable to potential new customers as they imagine themselves in the shoes of the company or individual featured in the case study. Showcasing previous customers can help new ones see themselves engaging with your brand in the ways that are most meaningful to them.

Besides sharing the perspective of another customer, case studies stand out from other content marketing forms because they are based on evidence. Whether pulling from client testimonials or data-driven results, case studies tend to have more impact on new business because the story contains information that is both objective (data) and subjective (customer experience) — and the brand doesn’t sound too self-promotional.

Case studies are unique in that there’s a fairly standardized format for telling a customer’s story. But that doesn’t mean there isn’t room for creativity. It’s all about making sure that teams are clear on the goals for the case study — along with strategies for supporting content and channels — and understanding how the story fits within the framework of the company’s overall marketing goals.

Here are the basic steps to writing a good case study.

1. Identify your goal

Start by defining exactly who your case study will be designed to help. Case studies are about specific instances where a company works with a customer to achieve a goal. Identify which customers are likely to have these goals, as well as other needs the story should cover to appeal to them.

The answer is often found in one of the buyer personas that have been constructed as part of your larger marketing strategy. This can include anything from new leads generated by the marketing team to long-term customers that are being pressed for cross-sell opportunities. In all of these cases, demonstrating value through a relatable customer success story can be part of the solution to conversion.

2. Choose your client or subject

Who you highlight matters. Case studies tie brands together that might otherwise not cross paths. A writer will want to ensure that the highlighted customer aligns with their own company’s brand identity and offerings. Look for a customer with positive name recognition who has had great success with a product or service and is willing to be an advocate.

The client should also match up with the identified target audience. Whichever company or individual is selected should be a reflection of other potential customers who can see themselves in similar circumstances, having the same problems and possible solutions.

Some of the most compelling case studies feature customers who:

• Switch from one product or service to another while naming competitors that missed the mark.
• Experience measurable results that are relatable to others in a specific industry.
• Represent well-known brands and recognizable names that are likely to compel action.
• Advocate for a product or service as a champion and are well-versed in its advantages.

Whoever or whatever customer is selected, marketers must ensure they have the permission of the company involved before getting started. Some brands have strict review and approval procedures for any official marketing or promotional materials that include their name. Acquiring those approvals in advance will prevent any miscommunication or wasted effort if there is an issue with their legal or compliance teams.

3. Conduct research and compile data

Substantiating the claims made in a case study — either by the marketing team or customers themselves — adds validity to the story. To do this, include data and feedback from the client that defines what success looks like. This can be anything from demonstrating return on investment (ROI) to a specific metric the customer was striving to improve. Case studies should prove how an outcome was achieved and show tangible results that indicate to the customer that your solution is the right one.

This step could also include customer interviews. Make sure that the people being interviewed are key stakeholders in the purchase decision or deployment and use of the product or service that is being highlighted. Content writers should work off a set list of questions prepared in advance. It can be helpful to share these with the interviewees beforehand so they have time to consider and craft their responses. One of the best interview tactics to keep in mind is to ask questions where yes and no are not natural answers. This way, your subject will provide more open-ended responses that produce more meaningful content.

4. Choose the right format

There are a number of different ways to format a case study. Depending on what you hope to achieve, one style will be better than another. However, there are some common elements to include, such as:

• An engaging headline
• A subject and customer introduction
• The unique challenge or challenges the customer faced
• The solution the customer used to solve the problem
• The results achieved
• Data and statistics to back up claims of success
• A strong call to action (CTA) to engage with the vendor

It’s also important to note that while case studies are traditionally written as stories, they don’t have to be in a written format. Some companies choose to get more creative with their case studies and produce multimedia content, depending on their audience and objectives. Case study formats can include traditional print stories, interactive web or social content, data-heavy infographics, professionally shot videos, podcasts, and more.

5. Write your case study

We’ll go into more detail later about how exactly to write a case study, including templates and examples. Generally speaking, though, there are a few things to keep in mind when writing your case study.

• Be clear and concise. Readers want to get to the point of the story quickly and easily, and they’ll be looking to see themselves reflected in the story right from the start.
• Provide a big picture. Always make sure to explain who the client is, their goals, and how they achieved success in a short introduction to engage the reader.
• Construct a clear narrative. Stick to the story from the perspective of the customer and what they needed to solve instead of just listing product features or benefits.
• Leverage graphics. Incorporating infographics, charts, and sidebars can be a more engaging and eye-catching way to share key statistics and data in readable ways.
• Offer the right amount of detail. Most case studies are one or two pages with clear sections that a reader can skim to find the information most important to them.
• Include data to support claims. Show real results — both facts and figures and customer quotes — to demonstrate credibility and prove the solution works.

6. Promote your story

Marketers have a number of options for distribution of a freshly minted case study. Many brands choose to publish case studies on their website and post them on social media. This can help support SEO and organic content strategies while also boosting company credibility and trust as visitors see that other businesses have used the product or service.

Marketers are always looking for quality content they can use for lead generation. Consider offering a case study as gated content behind a form on a landing page or as an offer in an email message. One great way to do this is to summarize the content and tease the full story available for download after the user takes an action.

Sales teams can also leverage case studies, so be sure they are aware that the assets exist once they’re published. Especially when it comes to larger B2B sales, companies often ask for examples of similar customer challenges that have been solved.

Now that you’ve learned a bit about case studies and what they should include, you may be wondering how to start creating great customer story content. Here are a couple of templates you can use to structure your case study.

Template 1 — Challenge-solution-result format

• Start with an engaging title. This should be fewer than 70 characters long for SEO best practices. One of the best ways to approach the title is to include the customer’s name and a hint at the challenge they overcame in the end.
• Create an introduction. Lead with an explanation as to who the customer is, the need they had, and the opportunity they found with a specific product or solution. Writers can also suggest the success the customer experienced with the solution they chose.
• Present the challenge. This should be several paragraphs long and explain the problem the customer faced and the issues they were trying to solve. Details should tie into the company’s products and services naturally. This section needs to be the most relatable to the reader so they can picture themselves in a similar situation.
• Share the solution. Explain which product or service offered was the ideal fit for the customer and why. Feel free to delve into their experience setting up, purchasing, and onboarding the solution.
• Explain the results. Demonstrate the impact of the solution they chose by backing up their positive experience with data. Fill in with customer quotes and tangible, measurable results that show the effect of their choice.
• Ask for action. Include a CTA at the end of the case study that invites readers to reach out for more information, try a demo, or learn more — to nurture them further in the marketing pipeline. What you ask of the reader should tie directly into the goals that were established for the case study in the first place.

Template 2 — Data-driven format

• Start with an engaging title. Be sure to include a statistic or data point in the first 70 characters. Again, it’s best to include the customer’s name as part of the title.
• Create an overview. Share the customer’s background and a short version of the challenge they faced. Present the reason a particular product or service was chosen, and feel free to include quotes from the customer about their selection process.
• Present data point 1. Isolate the first metric that the customer used to define success and explain how the product or solution helped to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
• Present data point 2. Isolate the second metric that the customer used to define success and explain what the product or solution did to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
• Present data point 3. Isolate the final metric that the customer used to define success and explain what the product or solution did to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
• Summarize the results. Reiterate the fact that the customer was able to achieve success thanks to a specific product or service. Include quotes and statements that reflect customer satisfaction and suggest they plan to continue using the solution.
• Ask for action. Include a CTA at the end of the case study that asks readers to reach out for more information, try a demo, or learn more — to further nurture them in the marketing pipeline. Again, remember that this is where marketers can look to convert their content into action with the customer.

While templates are helpful, seeing a case study in action can also be a great way to learn. Here are some examples of how Adobe customers have experienced success.

Juniper Networks

One example is the Adobe and Juniper Networks case study , which puts the reader in the customer’s shoes. The beginning of the story quickly orients the reader so that they know exactly who the article is about and what they were trying to achieve. Solutions are outlined in a way that shows Adobe Experience Manager is the best choice and a natural fit for the customer. Along the way, quotes from the client are incorporated to help add validity to the statements. The results in the case study are conveyed with clear evidence of scale and volume using tangible data.

The story of Lenovo’s journey with Adobe is one that spans years of planning, implementation, and rollout. The Lenovo case study does a great job of consolidating all of this into a relatable journey that other enterprise organizations can see themselves taking, despite the project size. This case study also features descriptive headers and compelling visual elements that engage the reader and strengthen the content.

Tata Consulting

When it comes to using data to show customer results, this case study does an excellent job of conveying details and numbers in an easy-to-digest manner. Bullet points at the start break up the content while also helping the reader understand exactly what the case study will be about. Tata Consulting used Adobe to deliver elevated, engaging content experiences for a large telecommunications client of its own — an objective that’s relatable for a lot of companies.

Case studies are a vital tool for any marketing team as they enable you to demonstrate the value of your company’s products and services to others. They help marketers do their job and add credibility to a brand trying to promote its solutions by using the experiences and stories of real customers.

When you’re ready to get started with a case study:

• Think about a few goals you’d like to accomplish with your content.
• Make a list of successful clients that would be strong candidates for a case study.
• Reach out to the client to get their approval and conduct an interview.
• Gather the data to present an engaging and effective customer story.

Adobe can help

There are several Adobe products that can help you craft compelling case studies. Adobe Experience Platform helps you collect data and deliver great customer experiences across every channel. Once you’ve created your case studies, Experience Platform will help you deliver the right information to the right customer at the right time for maximum impact.

To learn more, watch the Adobe Experience Platform story .

Keep in mind that the best case studies are backed by data. That’s where Adobe Real-Time Customer Data Platform and Adobe Analytics come into play. With Real-Time CDP, you can gather the data you need to build a great case study and target specific customers to deliver the content to the right audience at the perfect moment.

Watch the Real-Time CDP overview video to learn more.

Finally, Adobe Analytics turns real-time data into real-time insights. It helps your business collect and synthesize data from multiple platforms to make more informed decisions and create the best case study possible.

Request a demo to learn more about Adobe Analytics.

https://business.adobe.com/blog/perspectives/b2b-ecommerce-10-case-studies-inspire-you

https://business.adobe.com/blog/basics/business-case

https://business.adobe.com/blog/basics/what-is-real-time-analytics

International Conference on Human-Computer Interaction

HCII 2023: Design, Operation and Evaluation of Mobile Communications pp 243–252 Cite as

A Case Study of E-commerce Brand Evolution Based on OEM-ODM-OBM Path

• Zhipeng Chu 9 ,
• Mengxuan Zhou 9 &
• Rumeng Zhang 9  
• Conference paper
• First Online: 09 July 2023

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Part of the book series: Lecture Notes in Computer Science ((LNCS,volume 14052))

Under the background of the rapid development of China's e-commerce, it is generally representative for the small and medium-sized manufacturing enterprises in Ningbo to realize the industrial upgrading based on the OEM-ODM-OBM path. In this process, some enterprises gradually independently create Electronic goods brand through e-commerce platforms and achieve success. This case study reveals the main features of the brand evolution of companies at different stages of the manufacturing path, including five aspects: product strategy, competitive strategy, market strategy, brand strategy and customer service.

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Chu, Z., Zhou, M., Zhang, R. (2023). A Case Study of E-commerce Brand Evolution Based on OEM-ODM-OBM Path. In: Salvendy, G., Wei, J. (eds) Design, Operation and Evaluation of Mobile Communications . HCII 2023. Lecture Notes in Computer Science, vol 14052. Springer, Cham. https://doi.org/10.1007/978-3-031-35921-7_16

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• Case Study - AI at USPS

Commercializing AI Tech | United States Postal Service

The United States Postal Service

Artificial intelligence technology enables efficiency Venu Govindaraju's work in handwriting recognition was at the center of the first handwritten address interpretation system used by the United States Postal Service (USPS). USPS issued a contract to researchers at the University at Buffalo to develop the handwriting recognition technology. One year after implementation it saved the USPS $ 90 million by automatically processing, and barcoding for precise delivery, more than 25 billion letters. The 2009 Computing Community Consortium dubbed the project as “one of the most successful applications of Machine Learning for developing a real-time engineered system.”

How The USPS Collaborated with UB

Handwriting Recognition Technology    |    Perfecting Multilingual OCR    |    Enabling Postal Automation

CHALLENGE & OPPORTUNITY

Revolutionizing handwriting understanding & automation

Venu Govindaraju and his team of more than 50 post-doc students and researchers pioneered the world's first self-governing system for handwriting understanding. Operating at 13 postal mail pieces per second, it interprets natural handwriting without strict rules or forms. Govindaraju's method employs advanced algorithms to determine destinations from 170 million possibilities using contextual information and generated lexicons. Overcoming challenges of natural cursive handwriting, they utilized an interactive A*-like algorithm and a stochastic recognizer to cluster and distinguish various writing styles.

SOLUTION & IMPACT

Expanding AI frontiers

Govindaraju's research impact extends far beyond revolutionizing the postal service industry, branching into Digital Libraries and Multilingual OCR. His methods facilitate early disease detection via healthcare form processing for the New York State (NYS) Department of Health, enhance patient safety through automated reading of medical prescriptions, and enable efficient access to historical documents, including Sanskrit and Arabic texts. Moreover, his techniques enable the retrieval of lecture video segments with significant handwritten and whiteboard content. Through innovations in word spotting, transcript mapping, text retrieval, and writer identification, Govindaraju has introduced powerful methods that advance technology across diverse applications.

RELATED NEWS

• Computing Handwritten Envelopes
• Postal Automation Impact Story

Venu Govindaraju, PhD

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• Targeted and Inclusive Approaches to Tackling Energy Poverty in a Crisis Context: Case Study from Moldova pdf (0.6 MB)

Targeted and Inclusive Approaches to Tackling Energy Poverty in a Crisis Context: Case Study from Moldova

April 15, 2024.

According to UNDP estimates from the early days of the energy crisis in Moldova, 71 percent of households were in the most vulnerable energy category, spending 90 percent or more of their available income—after the minimum expenditure—on energy and heating during the cold period. Highly dependent on energy imports, the country risked tripling its population living in poverty from 11 to 35 percent. In the context of a compounded crisis and the war in Ukraine, the Moldovan Government, in close collaboration with the United Nations Development Programme (UNDP), developed an innovative and targeted on-bill energy compensation mechanism, the first of its kind in Moldova, the Energy Vulnerability Reduction Fund (EVRF). 

The aim of EVRF is to create an inclusive solution that minimizes the negative impacts of the sharp increase in energy prices on energy-vulnerable and income-poor households, therefore safeguarding social cohesion. At the same time, in the longer term, the EVRF aims to incentivize the transition towards sustainable energy sources and to achieve higher levels of energy efficiency in the residential sector. 

This paper presents the main outcomes of the UNDP support for the establishment and implementation of a robust EVRF, along with an impact assessment and lessons learned that are applicable to other country contexts.  

Document Type

Regions and countries, sustainable development goals, related publications.

Publications

Accelerating the green transition: socioecological system....

This paper explores lessons and insights from a new generation of integrated local solutions that have emerged across the region to manage risks and build resil...

Bridging Gender Gaps with a Sustainable Care Economy: Inv...

Besides emphasis on SDG 5, this policy brief focuses on opportunities and challenges in scaling a sustainable care economy to create new sources of fair jobs an...

How Do Investments in Human Capital Development Affect SD...

This brief underscore the transformative impact of an integrated Human Capital Development approach in Malawi, whereby policy design, planning and programme imp...

How Likely Are We to Achieve the SDGs at the Current Pace...

This policy brief analyses the possible convergence of SDG indicators for Colombia.

Identifying Key Priorities and Regional Development Gaps ...

We propose a systematic approach for the creation of local agendas that identify development gaps, while fostering the multidimensionality and interconnectivity...

Localizing Multidimensional Poverty Assessments for Inclu...

This experience of data processing shows that existing data at the supra-communal level can be used to infer useful indicators that uncover the most deprived pe...

Recent Announcements

Biden-harris administration opens application period to support hydropower facilities across the country.

Bipartisan Infrastructure Law’s Hydroelectric Incentives Invest in Maintaining and Enhancing Hydroelectric Facilities to Ensure Generators Continue to Provide Clean Power

On March 14, 2024, the Biden-Harris Administration, through the U.S. Department of Energy (DOE), announced the opening of the 2024 application period for the Hydroelectric Production Incentive, which supports the modernization and expansion of hydroelectric power throughout America through the  Hydroelectric Incentives Program . Supported by the Bipartisan Infrastructure Law passed under President Biden, the Hydroelectric Incentives Program is focused on maintaining and enhancing hydroelectric facilities to ensure generators continue to provide clean power, while improving dam safety and reducing environmental impacts.

Hydroelectric Production Incentive applications for electricity generated and sold in calendar year 2023 are due by 5:00 p.m. ET on April 23, 2024 .

Open the video to learn more about the impact of Section 242: the Hydroelectric Production Incentive Program.

Video courtesy of the U.S. Department of Energy, Grid Deployment Office.

Learn more about the Hydroelectric Production Incentives application period to support hydropower facilities across the country .

DOE Reports Chart Path for East Coast Offshore Wind to Support a Reliable, Affordable Electricity System

Study Finds Interregional Offshore Transmission Network Would Support Long-Term Growth of Atlantic Offshore Wind, Action Plan Identifies Immediate Steps and Extended Efforts

On March 21 , DOE released findings from the Atlantic Offshore Wind Transmission Action Plan and Study. Offshore wind is projected to be a key part of a low-carbon future for East Coast states and this report is the most thorough analysis to date of options to bring Atlantic offshore wind energy to American communities. While immediate projects will connect individually to the onshore grid, the study finds that after 2030, strategically linking some offshore wind energy projects via offshore transmission networks will help lower electricity production costs, enhance U.S. grid reliability, and reduce dependence on fossil fuels, while ensuring disruptions to oceanic ecosystems are minimal.

The Atlantic Offshore Wind Transmission Study is a two-year study evaluating transmission options to support offshore wind energy deployment along the Atlantic Coast of the United States.

The study informed the  Atlantic Offshore Wind Transmission Action Plan which outlines immediate actions needed to connect the first generation of Atlantic offshore wind projects to the electric grid, as well as longer-term efforts to increase transmission over the next several decades.

Learn more about how DOE is working to bring Atlantic offshore wind energy to American communities .

DOE Invests More Than $18 Million for Clean Energy-Related Economic Development in Low-Income Communities

Technical Assistance Will Support 30 Projects Across US, Including Energy Resilience Projects in Puerto Rico

DOE announced on March 22 the second cohort of communities selected as part of the  Communities Local Energy Action Program (Communities LEAP) , a unique technical assistance initiative designed to help disadvantaged communities and those with historical ties to fossil fuel industries take direct control of their clean energy future. The 30 selected communities will receive a total of $18 million worth of technical assistance to create tailored community-wide action plans that reduce local air pollution, increase energy resilience, lower utility costs and energy burdens, and create well-paying jobs.

The 30 selected applicants will work with DOE and its network of technical assistance providers, as well as local coalition partners including local and tribal governments; community-based organizations; utilities; and environmental justice, economic development, and equitable investment organizations to develop roadmaps that utilize clean energy as a tool for economic development.

DOE selected projects for Communities LEAP’s Puerto Rico Community Resilience category located in the following municipalities: 

• Adjuntas, Jayuya, Lares, Maricao, & Utuado, Puerto Rico
• Yauco (Quebradas Neighborhood), Puerto Rico

Learn more about the second cohort of LEAP communities .

News and Updates

Doe publishes pr100 study results and possible pathways to puerto rico’s 100% renewable energy future.

The full PR100 Study is now available on PR100.gov.

DOE and the Federal Emergency Management Agency (FEMA) released the final Puerto Rico Grid Resilience and Transitions to 100% Renewable Energy Study (PR100) . The two-year study concludes that Puerto Rico can successfully meet its projected electricity needs with 100% renewable energy by 2050. PR100 outlines possible pathways to achieving clean energy success, including grid stabilization measures and the deployment of distributed energy resources.

Launched in February 2022 with funding from FEMA, PR100 deployed the world-class expertise of DOE's National Labs to engage diverse local stakeholders regarding their priorities for their energy future, gather and generate valuable data sets, and create advanced models to project scenarios for achieving 100% renewable energy. PR100 also includes an Implementation Roadmap, providing decision-makers in Puerto Rico with specific actions that can be taken to stabilize the grid, improve resilience, and achieve local renewable energy goals. The two-year PR100 Study relied on extensive stakeholder input to ensure the results and Implementation Roadmap reflect local priorities for Puerto Rico’s energy transition.

View the full study and interactive data visualizations at PR100.gov .

Learn more about efforts supporting Puerto Rico's goal of 100% renewable energy by 2050 .

In Case You Missed It: GRIP Program Training Webinars Now Available On-Demand

Recordings of three critical training webinars from the  Grid Resilience and Innovation Partnerships (GRIP) Program are now available on demand. Available for second round funding applicants and those who may choose to apply for funding in the future, these webinars provide important information about eligibility and legal requirements, supply chain challenges, application components, and next steps.

• The  GRIP Program Community Benefits Plan (CBP) Training Webinar shared insights and lessons learned from first round GRIP funding applications, examples of strong Community Benefits Plans, an overview of the Community Benefits Plan requirements as outlined in the FOA, and best practices. The video recording and presentation are now available  online .
• The  Concept Paper Trends & Application Updates Webinar provided updates on the second-round funding opportunity including concept paper submission trends and next steps. The video recording and presentation are now available   online .
• The  Critical Compliance Information Webinar provided information about navigating supply chain challenges, non-domestic content, and other compliance requirements mandated by the Davis-Bacon Act (DBA) and the Build America Buy America (BABA) Act. The video recording and presentation are now available  online .

Learn more about the GRIP Program, and access webinar materials and other informational resources .

DOE's Northern Lights - Nick Palso

The Arctic Energy Office is hosting a series of interviews to highlight the lives and achievements of some of DOE’s outstanding employees with Arctic and Alaska connections. Meet Nick Palso. He went to college in Fairbanks and spent two summers doing his doctoral dissertation research in Alaska. Nick is now a senior project manager heading up a hydroelectric incentives program at GDO.

In this profile, you will learn about Nick’s experiences in the arctic, his role and interests, and more .

Open Opportunities

Upcoming events, recent meeting materials.

Etihad Airways, established in 2003, is the second largest flag carrier of the United Arab Emirates. They are…. by Ryan Stephen. May 4, 2016. We love to analyze successful and not so successful brand strategies worldwide and see what we can learn from them. Read our branding case studies here!

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.

Brand Marketing Case Studies. This collection features brands and content creators that used video and other digital tactics to drive innovation, connect with their consumers, and drive brand and business metrics. Learn about best practices, creative executions, and how brands achieved success through digital. Case Study.

Here are 15 brand strategy case study examples you can get inspired from: 1. PeachyLean by Nick Ó and Cortney Walker. Using the brand roadmap to tell the story and strategy of the brand in the case study. 2. School of American Thanatology by Subtle Design. Reel / Full case study. Using Instagram Reels to preview the project, then breaking down ...

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. Join 5,826 folks who receive our latest insights and you'll get immediate access to our 10 page brand strategy workbook!

Whether it's marketing, client management, resources management, or the crucial aspect of 'branding,' our team understands the significance. Elevate your brand presence with our expertise in social media design services. You can reach us via message or call us at +1 (210) 787 3600 (or) +91 (944).278.9110.

by Tami Kim, Kate Barasz, Leslie John, and Michael Norton. With calculators targeted to women and laundry products aimed at men, examples of identity-based labeling—or "identity appeals"—abound in advertising and marketing. Five studies show when and why such identity appeals backfire.

40.2 Nike: Building a Global Brand Through Storytelling and Innovation. Introduction: 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 ...

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.

In this case study, you will learn about the brand purpose, positioning, and strategy of the artificial intelligence company BeyondMinds. Brand Strategy. Brand Architecture; ... 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 ...

The Brand Development Index (BDI) is a statistical tool used in marketing analysis that helps businesses to understand how effectively their brand is reaching its potential customers in a particular market. The BDI (Brand Development Index) measures the relative sales performance of a brand in a market as compared to the size of that market.

The case traces the development of the Under Armour (UA) brand, product, and market growth under CEO and founder Kevin Plank from its inception in 1996 through 2016. UA provides a cohesive case study of how to launch and sustain a consumer brand even in the face of its third-party manufacturing approach, which gives its apparel no patentable design or fabric technologies. The case uses UA's ...

If you want to learn more about our process, reach out to our team directly at 888.337.0066. There are many more brand management case studies in our portfolio. We are happy to customize a collection of branding case study examples that are sure to be relevant to your business. Gain insight from successful branding and advertising case studies.

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 ...

Brand Development Strategy explained with Case-studies and Examples. A complete guide to Brand Development. Learn the Brand Creation process and methodology. Gain insight into concepts like Brand Association and their relevance with Advertising and Marketing Strategy.

Brand development is the process of making a brand and establishing it in the eyes of customers. Proper development includes researching strong brand ideas, obtaining the tools to communicate them, and building a reputation with customers. ... Particularly famous brands are all well and good as case studies, but they're not as useful for ...

Through a captivating case study, we'll explore the evolution of Airbnb's marketing and brand identity, and discover how it successfully captures its target market. ... When it comes to strategic brand development, Airbnb is undeniably a frontrunner. With a captivating visual identity, Airbnb creates a unique charm that fosters a sense of ...

Quick Case Study #1: How software development company increased leads 33% with a non-traditional B2B marketing approach focused on its industry's geographic concentration ... This is also about the emotional connection with the brand," she said. Quick Case Study #2: Small remote hiring company grows clients from Facebook advertising while ...

Branding case studies. Making promises and keeping them is a great way to build a brand. Seth Godin . With the advent of the Internet, the number of marketing options available to both budding and experienced entrepreneurs has become staggering. For these case studies, there is a brand, and there is branding. One is a noun, and one is a verb.

Cultural design innovation at the level of spiritual connotation requires brands to choose the right culture based on market trends and their own development goals, and to use this culture as the brand concept to gradually become the core driving force for brand products. Cultural design innovation at the level of spiritual connotation usually ...

2 Choose your best projects. Your portfolio and case studies should showcase your best and most recent work, not everything you have ever done. Quality over quantity is the key here. You want to ...

The Harlem Globetrotters have thrilled audiences for 75 years with their athleticism and showmanship. But in 1992, they were nearly extinct—until a Honeywell executive who had played for the ...

Case study examples. While templates are helpful, seeing a case study in action can also be a great way to learn. Here are some examples of how Adobe customers have experienced success. Juniper Networks. One example is the Adobe and Juniper Networks case study, which puts the reader in the customer's shoes.

Case Study of E-commerce Brand Evolution Based on OEM-ODM-OBM Path. Zhipeng Chu, Mengxuan Zhou(B), and Rumeng Zhang( ) Ningbo University of Finance and Economics, Ningbo, People's Republic of China. [email protected] , [email protected] , [email protected] . Abstract. Under the background of the rapid development of China's e ...

Branding has in theory been focused on brands of large corporations and consumer goods. The situation of branding in this study differs from the traditional view. In this case is branding studied from the perspective of a small company offering services for an industrial market. The key concepts of the study are identity, image and positioning.

6. Case studies drive brand recognition and sales leads. More traditional content marketing, like case studies, are typically used to increase brand recognition and drive lead generation, particularly for B2B marketing. In 2024, case studies will continue to show up in marketing strategies.

USPS issued a contract to researchers at the University at Buffalo to develop the handwriting recognition technology. One year after implementation it saved the USPS $ 90 million by automatically processing, and barcoding for precise delivery, more than 25 billion letters. The 2009 Computing Community Consortium dubbed the project as "one of ...

The antitrust litigation against AT&T and IBM are two of the most discussed (and celebrated) cases in U.S. history. Some claim that both decisions shaped the creation and development of the transistor and personal computer, while others believe the actual long-term impact of this enforcement was minimal. This case study panel discusses the consequences of both cases.

Targeted and Inclusive Approaches to Tackling Energy Poverty in a Crisis Context: Case Study from Moldova ... in close collaboration with the United Nations Development Programme (UNDP), developed an innovative and targeted on-bill energy compensation mechanism, the first of its kind in Moldova, the Energy Vulnerability Reduction Fund (EVRF). ...

Hydroelectric Production Incentive applications for electricity generated and sold in calendar year 2023 are due by 5:00 p.m. ET on April 23, 2024. Open the video to learn more about the impact of Section 242: the Hydroelectric Production Incentive Program. Video courtesy of the U.S. Department of Energy, Grid Deployment Office.

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Unit 2: Angles

About this unit.

In this topic, we will learn what an angle is and how to label, measure and construct them. We will also explore special types of angles.

Angle introduction

• Angles: introduction (Opens a modal)
• Naming angles (Opens a modal)
• Angle basics review (Opens a modal)
• Angle basics 4 questions Practice
• Name angles 4 questions Practice

Measuring angles

• Measuring angles in degrees (Opens a modal)
• Measuring angles using a protractor (Opens a modal)
• Measuring angles using a protractor 2 (Opens a modal)
• Measuring angles review (Opens a modal)
• Measure angles 4 questions Practice

Constructing angles

• Constructing angles (Opens a modal)
• Constructing angles review (Opens a modal)
• Draw angles 7 questions Practice

Angles in circles

• Angle measurement & circle arcs (Opens a modal)
• Angles in circles word problems (Opens a modal)
• Angles in circles 7 questions Practice

Angle types

• Recognizing angles (Opens a modal)
• Drawing acute, right and obtuse angles (Opens a modal)
• Identifying an angle (Opens a modal)
• Angle types review (Opens a modal)
• Angle types 4 questions Practice
• Recognize angles in figures 4 questions Practice
• Draw right, acute, and obtuse angles 7 questions Practice
• Benchmark angles 7 questions Practice

Vertical, complementary, and supplementary angles

• Complementary & supplementary angles (Opens a modal)
• Complementary and supplementary angles review (Opens a modal)
• Vertical angles review (Opens a modal)
• Angle relationships example (Opens a modal)
• Vertical angles are congruent proof (Opens a modal)
• Identifying supplementary, complementary, and vertical angles 7 questions Practice
• Complementary and supplementary angles (visual) 4 questions Practice
• Complementary and supplementary angles (no visual) 7 questions Practice
• Vertical angles 4 questions Practice

Angles between intersecting lines

• Angles, parallel lines, & transversals (Opens a modal)
• Parallel & perpendicular lines (Opens a modal)
• Missing angles with a transversal (Opens a modal)
• Parallel lines & corresponding angles proof (Opens a modal)
• Missing angles (CA geometry) (Opens a modal)
• Proving angles are congruent (Opens a modal)
• Proofs with transformations (Opens a modal)
• Angle relationships with parallel lines 7 questions Practice
• Line and angle proofs 4 questions Practice

Sal's old angle videos

• Intro to angles (old) (Opens a modal)
• Angles (part 2) (Opens a modal)
• Angles (part 3) (Opens a modal)
• Angles formed between transversals and parallel lines (Opens a modal)
• Angles of parallel lines 2 (Opens a modal)
• The angle game (Opens a modal)
• The angle game (part 2) (Opens a modal)
• Acute, right, & obtuse angles (Opens a modal)

Punchline Bridge to Algebra

Students in pre-algebra and introductory algebra courses need to master many concepts and procedures in order to succeed in the courses that follow. Punchline Bridge to Algebra provides carefully structured exercise sets to build mastery. And it includes many thoughtfully designed problems that illustrate applications in the real world. Exercises are incorporated in practice puzzles with certain features that make this practice more effective.

KNOWLEDGE OF RESULTS. Students need feedback and confirmation when they work, especially when learning new skills. Built into Punchline puzzles are various devices to give the student immediate feedback as exercises are completed. For example, if an answer is not in the scrambled answer list or code, the student knows it is incorrect. S/he can try again or ask for help. Teachers are able to spend more time with students who need help and less time confirming correct answers. Students work with greater confidence.

MOTIVATING GOALS FOR STUDENTS. Why Was the Baby Ant Confused? Each puzzle title is an engaging riddle. Students construct the punchline in the process of checking their answers. The humor acts as an incentive, because students are not rewarded with the punchline until they complete the exercises. While students may wonder aloud who thinks of such dumb jokes, they secretly enjoy them and look forward to solving the puzzles. In addition, discovering the punchline gives the student a sense of closure and success. Incidentally: “All of his uncles were ants.”

CAREFUL EXERCISE SELECTION. Exercises are sequenced to guide students in incremental, step-by-step fashion toward understanding of the concept or procedure involved. Students practice through an appropriate range of applications for the topic, and important variations and discriminations are highlighted. Real-world applications are highlighted. Exercise sets are designed to be challenging but doable, though the amount of instruction required will vary with the experience of the student.

OPPORTUNITIES TO WORK WITH A PARTNER. Several puzzles in these books are designed for partners. Each student does essentially the same exercises but with different numbers. Partners must work together to get the punchline. Students are encouraged to help each other, since both use the same solution processes, but not copy each other, since the numbers are different. There is interdependence combined with individual accountability, the twin hallmarks of effective cooperative learning. Together they produce an additional source of student motivation.

Punchline Bridge to Algebra includes puzzles for most topics in today’s pre-algebra and beginning algebra programs — 200 puzzles in all. They are organized into 14 sections that correspond to chapters in many textbooks. Each puzzle is designed for a specific topic listed in the table of contents and on the page itself. Many puzzles provide space for student work. And, hopefully, their self-correcting feature will lighten the burden of correcting assignments. Please check out some sample puzzles to see if they would work for you.