Marketing Case Studies
Innovative and creative marketing is more important than even in a shaky economic climate. Here's some of the best strategies we've found for quickly moving your brand from intriguing concept to household name.
- Brand Marketing: Guinness
- How do you refresh a 243-year-old brand? By brewing a modern experience that combines the power of history with the allure of contemporary design. Guinness Storehouse, in Dublin, reimagines how a brand can perform for customers, employees, and the community. Scott Kirsner
- Are Brands out of Hand?
- A new kind of brand proletariat is on the loose, courtesy of Harvey Alpert, the man behind Brand in Your Hand. Jack Hitt
- Battle of the Brands
- John Hancock`s outspoken CEO names names and points fingers at some high-profile brand offenders in his new book. He also offers some good advice on not screwing up your own company`s brand. Jennifer Reingold
- Don`t Shout, Listen
- At Procter & Gamble, branding is almost everything. And in the age of the Web, almost everything is up for grabs. Here`s how P& G has turned the Internet into a device for listening to customers -- and for experimenting with its brands. Fara Warner
- Who`s Fast Hall of Fame: Brand Builders
- Brand builders forging product identities that endure and entice. Fast Company
- Cleaning Up Brand Clutter
- With 35 varieties of bagels, 66 subbrands of GM cars, and more than 13,000 mutual funds, American consumers are suffering a severe case of brand overload. Marketing guru Peter Sealey has a tough-love cure: "simplicity marketing. George Anders
- Driving Innovation
- Traditional car companies are courting a new group of consumers with hard-driving innovation. Learn about the unconventional branding campaigns launched by Chrysler, Toyota, and Mercedes-Benz to inject some soul in new cars created for generation Y. Anni Layne Rodgers
- Can TiVo Go Prime Time?
- TiVo Inc. has what every young company dreams of: smart executives, a killer product, famous (and fanatical) customers, a huge potential market. Scott Kirsner
- Trendsetter - Hilary Billings
- From Pottery Barn to the feel of a room at the W Hotel to finding just the right gift at RedEnvelope, Hilary Billings has mastered the art of creating "lifestyle brands" -- products and services that forge an emotional connection with customers. Ron Lieber
- Brandaq: The End of Marketing
- Brandaq (bran-dak) also Brandex, BrandX: 1. n. An exchange for the buying and selling of lifetime loyalty contracts associated with consumer brands. 2. v. To unlock and commercialize any long-term value through a negotiated contract. Jeff Belle