branding strategy case study

• 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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15 Brand Strategy Case Study Examples for Designers and Strategists

By Levina Kusumadjaja

Writing case studies can feel overwhelming, especially if you’re lacking inspiration on where to start or how your case studies could look. I write case studies for a living and I love exploring rad examples out there for inspiration! In this article, I’ve compiled 15 unique brand strategy case studies to give you some ideas on what you can do with yours.

✨ Note: Some of the projects below include identity design deliverables, but your strategy work may look different. Even though these projects include additional build-out beyond brand strategy, you can still pull inspiration from the storytelling, layout, and structure. Hopefully the examples below will spark ideas on how you can write your own!

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 the behind-the-scenes in more details on the case study page.

3. Responsible Hedonist by Helloë Creative

An honest and raw storytelling approach of a strategic process with a client—complete with pictures and sticky descriptions.

4. Impact Army by Artemis Design

Incorporating humor and conversational language to describe how brand strategy can transform a brand.

5. ‘Lost at Sea’ and ‘Harmonic Egg’ by Bad Platypus

Including a ‘TL;DR’ in every project section for those who just want to skim through the case studies.

6. Molly Fletcher by Forrest-Co

Not only recapping the project, but also sharing insights that the audience will find valuable as they follow the client’s story in the case study.

7. Krista Walsh Copywriter by Spark and Bloom Studio

Highlighting the client’s challenge and transformation with a link to peak into the brand guide. A case study that’s short and sweet!

8. Nordstrom by Liquid Agency

Focusing on the strategic aspect of the project by emphasizing brand architecture and showing how this strategy translates into the brand experience.

9. sweetgreen by Collins

Grouping together all your visuals and assigning a specific section where the audience can read the story in one-go like a full-length article.

10. Jennifer Kem

Featuring only a summary of the project and focusing on the client behind the project and their testimonials.

11. For The World by Erika Choe

An in-depth breakdown of a research-based creative direction process. This is a great example of what to write for projects that don’t focus on brand identity and visuals.

12. Oswald Chia Smach by Little Fury

Maximizing visuals and layout with minimal text to capture the before and after of a brand and packaging design project.

13. Avel eCare by Kerin Gaydou Creative

Diving deep into what collaboration would look like for a creative who partners with another agency for a brand strategy project.

14. Mutable by Factory39

Including behind-the-scenes photos, roadmap preview, logo breakdown, and user interface screenshots to help the audience grasp the feel of the working experience and results.

15. Snow Woodworks by No-Mind

Using a ‘no fluff’-straight-to-the-point text snippets to capture the process and results of working together on the brand strategy.

P.S. If you’re thinking about writing a brand strategy case study and you’ve never written one before, then you can read 10 Questions to Ask When Writing Brand Strategy Case Studies . There you will find basic questions that you can start with when you write your brand strategy case studies. And then if you’re curious to learn more, you can read 7 Tips to Writing Your Best Brand Strategy Case Studies .

Join the Fun! 🦄

These are the types of topics we love talking about in the Brand Strategy Basecamp . If you’d like to join Levina and a community of other brand strategists (with all kinds of creative backgrounds) working to improve their process, click here to see if the Basecamp is the right fit for you!

About the author:

Levina writes case studies for brand strategists and designers. She loves having 1-on-1 deep conversations about life, eating desserts, and playing basketball. Say hi and connect with her 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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A Better Way to Map Brand Strategy

• Niraj Dawar
• Charan K. Bagga

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

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

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

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

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

Idea in Brief

The problem.

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

The Solution

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

The Implications

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

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

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

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

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The Science of Successful Branding: Case Studies and Insights

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

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

Branding as an Emotional Connection

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

Case Study: Apple Inc.

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

Consistency is Key

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

Case Study: Coca-Cola

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

Understanding the Target Audience

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

Case Study: Nike

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

Storytelling: Creating a Brand Narrative

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

Case Study: Patagonia

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

Adaptation and Innovation

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

Case Study: Amazon

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

Cultural Relevance

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

Case Study: Dove

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

Customer Experience and Feedback

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

Case Study: Zappos

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

Consistency in Branding

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

Case Study: Starbucks

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

Sustainability and Responsibility

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

Case Study: Unilever

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

Adaptation to Digital Channels

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

Case Study: Airbnb

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

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

The Role of Trust

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

Case Study: Toyota

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

Authenticity in Branding

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

Case Study: Pat McGrath Labs

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

Embracing Change and Innovation

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

Case Study: Netflix

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

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

You Should Know

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

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

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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.

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Kia Rebrand: A Brand Strategy Case Study

It’s always fascinating to analyze the decision-making process throughout the development of a new brand strategy.

In 2021, Kia’s new branding caught the eye, quite literally, with a launch event that saw hundreds of unmanned drones lighting up the Seoul skyline with a flashy fireworks display.

The drones served to form the new logo design, lit up proudly in the night sky.

The whole event was slick, futuristic, and innovative.

A deliberate choice, given the brand’s new approach.

Let’s examine the story of Kia’s rebrand a little more closely.

A Brief History Of Kia

Kia Motors  company is a car manufacturer.

They’re the second-largest car company in South Korea behind long-term competitor  Hyundai .

However, Hyundai is the parent company and umbrella brand of Kia after they acquired the brand in 1998.

Founded in 1944, the company started from humble beginnings.

They made bicycle parts and steel tubing before transitioning to the automotive industry in 1952.

Over the decades, Kia has had fluctuating success, obtaining licenses as an automaker for Mazda and Honda until stopping operations in 1981.

They then reentered the market through a partnership with Ford.

After languishing as a bit-part player in the past, Kia Motors has been widely successful in the past decade.

The automaker leapfrogged Ford and Volkswagen to the number one spot for cars sold in the UK in the first quarter of 2022, while its market share in the US is steadily increasing.

The Rebrand Narrative

Brand strategists  try to communicate a consistent narrative to their audience through their messaging and experience.

When done well, this evokes desired feelings in the audience’s mind.

Think of the branding of two major car brands: BMW and Tesla.

One of these plays on ideas of reliability, German engineering, luxury, and automotive heritage.

The other frames itself as a sustainability and luxury pioneer, unapologetically accelerating the world’s  transition into sustainable energy .

This mentality is closely aligned, purposefully, to the personality of its controversial billionaire  CEO Elon Musk .

Luxury German Automotive Heritage vs Luxury Sustainable Energy Pioneer. 

These are two distinctly different narratives.

Yet, they both work since they resonate with different parts of the car-buying market.

The purpose of Kia’s rebrand, then, is to tell a new story to its target market.

They’re betting this will differentiate them from their competitors and carve out a larger market share.

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A Brand For The Future

In January 2021, the carmaker launched a rebrand with a Guinness-world-record-breaking light show.

Kia is the latest car company to rebrand as the crowded field of car manufacturers is increasingly saturated.

Each player is trying to find a competitive edge in a rapidly changing industry.

From Kia’s perspective, they are rebranding with a new brand image as they look to move into the innovative electric vehicles product category.

Alongside the new product direction, Korean carmakers have introduced redesigns of old models and hinted at a forward-thinking range of new models, taking electric cars on the next step toward widespread use.

They have revamped their  brand assets , including a radical shift in the Kia logo, a new slogan, and an updated approach to the graphic design featured on their website.

It’s all about telling a new story to their audience.

With this update, Kia is attempting to frame itself as a futuristic innovator, shown through sleek design and messaging that hopefully inspires the audience.

Kia is aiming for an upgrade to a ‘cool’ new  brand perception . It aims to be seen as a frontrunner in the green revolution in the automotive industry.

This is a move to solidify their presence in the car industry moving forward.

Let’s explore some of those new  brand elements .

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Kia logo: evolution.

A lot of thinking goes into logo design.

An effective logo will incorporate many brand elements and act as a reflection of the brand’s image.

This brand identity will run like a seam through all visual communication.

That’s why, when a company radically redesigns its logo, you can analyze the changes to evaluate exactly what the designers are trying to say.

Over the years since its inception, Kia has had six different logos.

We’ll focus on the iterations since 1994 and compare those with the latest revamp.

Kia Brand Identity: 1994-2012

1994 saw the adoption of the red and white color palette that we associate with Kia Motors.

Red and white are both eye-catching, attention-seeking colors. Kia chose them for these qualities, but they serve the secondary purpose of linking to the brand’s Korean heritage.

The logo features a wordmark – the letters KIA – in a simple, easy-to-read, bold typeface. 

The wordmark is then encased in a red oval, symbolizing the company’s global status.

This logo was a significant step away from previous logos that featured more design elements.

This logo was notable for its stripped-back, clean and crisp look.

Kia Brand Identity: 2012-2020

In 2012, Kia decided to update their logo by making it brighter.

This partial refresh saw no change to the design elements as the oval and wordmark remained.

The red, as mentioned, was brightened, while the lines became cleaner and bolder.

This is clearly an enhanced version of the first with a pleasing minimalist design.

So, what do these two logos say about the brand identity of Kia during this period?

Well, as is often the case, comparison bears the sweetest fruit!

Let’s look specifically at what changes with Kia’s new logo to see if we can note the narrative shift.

The New Logo

The redesign replaces the red and white with a monochromatic black and white design.

The simple, easy-to-read typeface makes way for a handwritten-signature-esque script of the three letters.

At first glance, it’s quite tricky to pick out the abstract ‘K-I-A’.

This stylized inscription looks energetic and youthful as the letters flow into one another, giving the impression of sophisticated movement.

While the typeface flows, it does so in an angular fashion.

A notable characteristic is the two angular rising slants forming parts of the ‘K’ and ‘A’ that provide some symmetry to the wordmark.

This is intentional and packed with meaning.

Says  Ho Sung Song, Kia’s president , the  “rising gestures embody Kia’s rising ambitions for the brand,”  while the symmetry  “demonstrates confidence.”

Of course,  the average joe doesn’t look at a logo and make deep analytical insights on what each feature connotes on a deeper level.

They do, however, subconsciously take in the shift in direction.

The brand immediately becomes more stylish with this colour choice by replacing the red with a black and white design. 

Luxury fashion brands have long understood the power of black as an indicator of sophistication.

Chanel ,  Dolce & Gabanna , and  Gucci , are perfect examples.

The angular slants of the wordmark certainly take on a futurist feel. 

Compare the design with the simplistic nature of the previous typeface, and it’s clear that this update notes a step toward modernity.

The design resembles other classic, black-and-white logos of tech-adjacent companies, such as Sony’s logo for the PS5, Chinese phone company Vivo’s simple black-and-white design, or even Apple’s half-bitten logo.

This alignment with tech companies is no accident.

Kia indicates its shift from basic, utilitarian, uncomplicated cars to forward-thinking, futuristic models.

Yet, it wants these futuristic models to become the norm instead of a niche product.

This is further supported by its new slogan.

The New Slogan: “Movement That Inspires”

Any brand strategist worth their salt will appreciate a slogan that works on numerous levels.

First of all, the phrase ‘movement that inspires’ could actually work as a description for the logo itself.

The word  ‘movement’  is not only a clear reference to the movement of a car, but also to the idea that the whole industry is undergoing a transformation as it looks to shift to a greener future.

Kia itself is mirroring this transformation by refreshing all facets of its business.

Effectively, it’s a new brand to match a new electric-car-focused era.

The rebrand “represents the company’s commitment to becoming an icon for change and innovation [reflecting] our desire to inspire customers as their mobility needs evolve.” according to CEO Ho Sung Song.

It’s rather grandiose, but their branding elevates them from the business of selling cars.

Instead, it frames them as the vanguard of a green revolution for the industry, serving the people’s needs as an ‘icon’ for innovation.

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Kia Repositioning For The Future

Only time will tell whether Kia’s rebrand will convert into sales and work to cement its place in the automotive industry.

It’s an excellent lesson in strategic branding that highlights the need for brands to evolve to match the needs of their audience or risk becoming irrelevant.

Brands don’t exist in a vacuum, and any branding strategy needs to consider the competition.

Brands must strategically position  themselves by considering the needs of their audience and how those needs are being met by competitors. 

This position relies on significant market research, something the marketing guys at Kia have evidently done.

They have found what they believe to be a market gap and have developed a strategy that aims to bring electric vehicles to the masses.

Electric cars are the future of mobility, so Kia has designed a brand to match this future in the hopes of stealing a march on the competition.

While Tesla may be the early headline makers in the area of electric vehicles, they play in a luxury market that doesn’t cater to all segments.

Kia aims to differentiate itself with sleek, modern designs while retaining its affordability. 

That distinction of the future, but for the everyday person, may turn out to be a winning strategy.

Over To You

Fuel any rebranding efforts with sufficient market research.

All brand assets, including logos and slogans, should reinforce consistent messaging.

Branding should evolve over time to match industry trends, considering competitor activity.

While analysis of design elements can often seem high-concept, the intended audience is receptive to shifts in brand direction.

Successful branding is telling the same story through each brand element.

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Very insightful and inspiring case study. The way you analyse it, is stellar. I learned a lot on how a brand can strategically differentiate from mainstream (car industry) competitors and niche (Tesla) players, by understanding clearly consumers deepest desires. Thank you for sharing this (successful) best practice.

Much Appreciated

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Inspiring case studies for companies looking to transform their employer brand.

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Employer branding is a discipline that has grown in prominence in recent years. It combines the best of HR (talent acquisition and retention) with the best of marketing (strategic brand management) to help identify a distinct positioning territory. Emerging as a new area of emphasis, firms are grappling to figure out how to structure and integrate the two functions. To better understand how some firms are doing this successfully, I sought insight from Hattie Ghaui, Research Director at Wiser, a firm that helps brands strengthen their employer brands and connect with the best talent for their business. Below, Ghaui shares her perspective on the process of strengthening an employer brand and a couple of case studies.

Kimberly A. Whitler: Employer branding is a newer concept. Can you talk a little about your company’s role in helping firms develop their employer brands?

Hattie Ghaui : Sure, Wiser has quite a hybrid offering. We’re an award-winning employer branding agency, based in the U.K., that brings together research, creative and recruitment expertise under one roof. We’re on a mission to change the way people think about work, and the way businesses think about talent. To do this, our Research & Insights team consults businesses on how to develop their employee value proposition (EVP) and employer brand strategies, and our creative teams use copywriting, branding, design, film-making, marketing and software engineering skills to bring these employer brands to life. We’ve worked with a number of great brands such as Nike, Kraft Heinz, Fidelity International, Lloyd’s of London, Knight Frank and others to transform their employer brands and attract the right talent

Whitler: Can you share an example of a company that was able to improve talent acquisition/retention metrics through better employer branding? 

Ghaui : We have several case studies but perhaps the best examples of elevating a company's employer brand for a specific audience and therefore increasing applications in line with their strategic objectives are Lloyd’s of London and Knight Frank .

 For Lloyd’s, we created an overarching emerging talent campaign for its 2019/20 application cycle, starting with a piece of intensive research and strategy work that resulted in a new careers website and video suite. The aim was to diversify the emerging talent application pool (specifically BAME and female applications) and modernize the Lloyd’s brand for a student audience ( see early careers microsite here ). We have several metrics that highlight the success. For example, the site saw 25000+ views in the first two months of its launch from September 2019 (42% female) and 5000+ applications. The number of female applicants increased by 8% (YoY) and they had a 14.6% increase in BAME applicants YoY (48% of all applicants).

For Knight Frank, our first project was to work with their team to build a new early careers brand for the firm in the U.K. It needed to address the lack of awareness students (who don’t study a property-related degree) have of the opportunities within the property industry. We were asked to research and develop an early careers value proposition for Knight Frank, and then create an early careers microsite , graduate campaign video and internship video series for use in marketing and campus engagement activity.. The impact of the campaign can be seen in this year’s internship programme intake, which Knight Frank, standing by their commitment to future talent in tumultuous year, chose to run as a virtual insight programme 72% of the intern group had non-real estate degree backgrounds; 55% of the intern group was female; 20% of the interns were BAME; and the target number of applications was exceeded by 15%.

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Google suddenly reveals surprise android update that beats iphone, 3 body problem already dethroned in netflix s top 10 list by a new show.

Whitler: What was the process you used?

Ghaui : Our process is research-led. We start with value proposition research that has an internal and external focus. We’ll analyze the company’s current employer brand, conduct interviews with existing employees and run focus groups with key stakeholders. We’ve developed a bespoke quantitative methodology to track people’s career priorities so we can understand how a company matches up to their expectations and where there may be gaps. We then turn our attention to external perceptions, talent mapping and competitor benchmarking. We’ll conduct interviews with industry experts and run focus groups with the target talent audiences.

 Once the data gathering phases are complete, our team will pull together a set of insights and recommendations for how your business can connect with the right talent and motivate them to drive your business goals forward. This research phase culminates in a distilled Employee Value Proposition narrative, with its key supporting messages, as well as employer brand and tone of voice guidelines.

Our creative teams will then work with the client to bring the chosen creative concepts and activation plans to life - designing and developing websites and branded assets, filming attraction and culture videos, and launching marketing initiatives.

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Carnegie—Higher Ed

Higher Education Marketing and Enrollment Strategy

Samford University Case Study

Leveling up on reputation..

• Brand + Activation
• Marketing Strategy + Execution
• Enrollment Pipeline + Management

The Challenge.

Samford University needed a partner who could produce exceptionally authentic recruitment pieces and the vast majority of its communications flow to prospective students. As a premier academic institution, it sought bold, persuasive cross-channel marketing, guided by robust data and rooted in its true character. Samford required a partner who could match its exacting standards and bring its national reputation to the next level.

HERE'S HOW.

The Strategy.

Carnegie provided data-driven strategies to determine Samford’s authentic personality, market position, and opportunities to increase reputational standing. These were developed through consensus-building campus workshops along with market perception studies, competitive analyses, and student persona identification (Darts) workshops that revealed precise, segmented understanding of Samford’s current and future students. The resulting brand story equipped Carnegie to deliver a comprehensive set of targeted, personality-driven marketing collateral including new institutional and athletic logos, campaign concepts, print collateral, photography, microsites, email, website personalization, and digital ads.

The Results.

Samford’s and Carnegie’s partnership has resulted in more than five years of record growth in applications, admits, deposits, and academic and geographic profile, 18% enrollment growth, and 43% reduced spending on Search. Samford’s clarity around its identity as an institution and its core offering to students has raised morale across campus and positioned Admission leaders as a source of vision and momentum in connecting Samford with its audience in compelling and authentic ways that work.

ENROLLMENT GROWTH OVER LAST 5 YEARS

Reduced spending on student search, increase in retention from 1st to 2nd year for dart-tagged students, increase in yield on dart-tagged students, creative blitz.

Carnegie led Samford admission leaders through three days of intensive training to reach the next stage of enrollment growth. The training included advanced messaging exercises that delved deep into the underlying motivations of future students and the creative storytelling that would reach them. The result was an ambitious plan for signature collateral pieces and a renewed vision for telling Samford’s brand story—one that is classical yet youthful, confident yet inviting, and friendly yet reflective of the depth and rigor of Samford academics.

ATHLETICS + INSTITUTIONAL LOGOS

Samford long felt its athletics and institutional logos didn’t feel “right,” but it wasn’t sure why. Carnegie’s personality solution for Samford enabled the University to build upon its core identity and determine the key values its logos should express. Carnegie developed a comprehensive suite of new logo options, tested through qualitative and quantitative research, that led to a successful overhaul and a 92% approval level on campus.

CUSTOM PHOTOGRAPHY + ART DIRECTION

Carnegie provided on-site photography and art direction to Samford’s photographers to help the University establish a distinctive visual identity that reflects its core personality. The resulting assets serve to tell the deeper, more authentic stories of campus, those that connect with audiences at an emotional level and bring irresistible energy to its print and digital collateral.

“Anybody can make a pretty picture. Carnegie creates research-backed, tested, psychometric storytelling that actually moves the needle.” Jason Black Vice President for Enrollment Management Samford University

Samford sought help to portray the depth and breadth of its academic offerings in a manner more engaging than a mere list of majors. In response, Carnegie built an innovative microsite that leads prospects to explore majors according to their deeply held values and drivers. The site guides users to select core academic strengths—such as foundational critical thinking skills, experiential learning, and robust alumni networks—before leading them to granular program-specific information. Along the way, Samford gathered valuable metrics about the specific motivations and interests of each prospect.

Campaign Development

Carnegie developed versatile campaign concepts to serve as a framework for Samford’s storytelling. Three personality-driven concept directions connected Samford’s mission to students’ lives in striking and memorable ways. The chosen concept, "Realized," rests on a powerful affirmation of the potential and passion already within students and how Samford strengthens it into extraordinary offerings to the world. Realized provides the lens through which Samford’s story would be told in all new and refreshed student marketing materials.

WEBSITE PERSONALIZATION

Samford used Carnegie Clarity to personalize the content and appearance on its website to key audiences. The homepage and top-level admission page were customized and pop-up messages were deployed to deliver messages based on a user’s previous browsing interest, location, or Dart code. This enabled Samford to streamline the user experience on the site, elevate important content, and test the effectiveness of different creative sets.

"Carnegie has been a huge asset to our recruitment process. Our partnership has allowed us to clearly communicate who we are and present our institution in the most true and transparent way. Carnegie has used an individualized approach and taken great care to pursue data that is specific to Samford. Their interest in our institution has provided an authentic and unique message that has contributed to our enrollment growth." Jason Black AVP, Enrollment Management and Dean of Admission Samford

CollegeXpress

Samford has utilized CollegeXpress to fill its enrollment pipeline and generate leads for years, with significant success. Its targeting capabilities allow Samford to attract prospects by geographic regions based on academic achievement, interest of study, and multicultural background, as well as mission-fit students through the Christian Colleges & Universities platform. Year-over-year, CollegeXpress has contributed to Samford’s success developing early leads and connecting to right-fit students.

Print Collateral

Carnegie created for Samford a communications flow at the forefront of best practice and uniquely tailored to stand apart from competitor marketing. Each piece targeted key audiences, including parents, counselors, inquiries, and applicants at crucial points in their journey. The narratives highlighted Samford’s distinctive strengths, backed by evidence and vivid visual storytelling that reveal the texture of campus life, embedded in the inviting and inspiring language of the Realized campaign.

Related Case Studies.

Augustana College Case Study

Southwestern University Case Study

Missouri Online Case Study

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Carnegie announces the acquisition of Fire Engine RED's Student Search service.

28 Case Study Examples Every Marketer Should See

Published: March 08, 2023

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

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

What is a case study?

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

A case study proves how your product has helped other companies by demonstrating real-life results. Not only that, but marketing case studies with solutions typically contain quotes from the customer. This means that they’re not just ads where you praise your own product. Rather, other companies are praising your company — and there’s no stronger marketing material than a verbal recommendation or testimonial. A great case study is also filled with research and stats to back up points made about a project's results.

There are myriad ways to use case studies in your marketing strategy . From featuring them on your website to including them in a sales presentation, a case study is a strong, persuasive tool that shows customers why they should work with you — straight from another customer. Writing one from scratch is hard, though, which is why we’ve created a collection of case study templates for you to get started.

Fill out the form below to access the free case study templates.

Free Case Study Templates

Showcase your company's success using these three free case study templates.

• Data-Driven Case Study Template
• Product-Specific Case Study Template
• General Case Study Template

You're all set!

Click this link to access this resource at any time.

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

Marketing Case Study Examples

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

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

These marketing case studies with solutions show the value proposition of each product. They also show how each company benefited in both the short and long term using quantitative data. In other words, you don’t get just nice statements, like "This company helped us a lot." You see actual change within the firm through numbers and figures.

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

1. " How Handled Scaled from Zero to 121 Locations with the Help of HubSpot ," by HubSpot

What's interesting about this case study is the way it leads with the customer. That reflects a major HubSpot cornerstone, which is to always solve for the customer first. The copy leads with a brief description of why the CEO of Handled founded the company and why he thought Handled could benefit from adopting a CRM. The case study also opens up with one key data point about Handled’s success using HubSpot, namely that it grew to 121 locations.

Notice that this case study uses mixed media. Yes, there is a short video, but it's elaborated upon in the other text on the page. So while your case studies can use one or the other, don't be afraid to combine written copy with visuals to emphasize the project's success.

Key Learnings from the HubSpot Case Study Example

• Give the case study a personal touch by focusing on the CEO rather than the company itself.
• Use multimedia to engage website visitors as they read the case study.

2. " The Whole Package ," by IDEO

Here's a design company that knows how to lead with simplicity in its case studies. As soon as the visitor arrives at the page, they’re greeted with a big, bold photo and the title of the case study — which just so happens to summarize how IDEO helped its client. It summarizes the case study in three snippets: The challenge, the impact, and the outcome.

Immediately, IDEO communicates its impact — the company partnered with H&M to remove plastic from its packaging — but it doesn't stop there. As the user scrolls down, the challenge, impact, and progress are elaborated upon with comprehensive (but not overwhelming) copy that outlines what that process looked like, replete with quotes and intriguing visuals.

Key Learnings from the IDEO Case Study Example

• Split up the takeaways of your case studies into bite-sized sections.
• Always use visuals and images to enrich the case study experience, especially if it’s a comprehensive case study.

3. " Rozum Robotics intensifies its PR game with Awario ," by Awario

In this case study, Awario greets the user with a summary straight away — so if you’re feeling up to reading the entire case study, you can scan the snapshot and understand how the company serves its customers. The case study then includes jump links to several sections, such as "Company Profile," "Rozum Robotics' Pains," "Challenge," "Solution," and "Results and Improvements."

The sparse copy and prominent headings show that you don’t need a lot of elaborate information to show the value of your products and services. Like the other case study examples on this list, it includes visuals and quotes to demonstrate the effectiveness of the company’s efforts. The case study ends with a bulleted list that shows the results.

Key Learnings from the Awario Robotics Case Study Example

• Create a table of contents to make your case study easier to navigate.
• Include a bulleted list of the results you achieved for your client.

4. " Chevrolet DTU ," by Carol H. Williams

If you’ve worked with a company that’s well-known, use only the name in the title — like Carol H. Williams, one of the nation’s top advertising agencies, does here. The "DTU," stands for "Discover the Unexpected." It generates interest because you want to find out what the initials mean.

They keep your interest in this case study by using a mixture of headings, images, and videos to describe the challenges, objectives, and solutions of the project. The case study closes with a summary of the key achievements that Chevrolet’s DTU Journalism Fellows reached during the project.

Key Learnings from the Carol H. Williams Case Study Example

• If you’ve worked with a big brand before, consider only using the name in the title — just enough to pique interest.
• Use a mixture of headings and subheadings to guide users through the case study.

5. " How Fractl Earned Links from 931 Unique Domains for Porch.com in a Single Year ," by Fractl

Fractl uses both text and graphic design in their Porch.com case study to immerse the viewer in a more interesting user experience. For instance, as you scroll, you'll see the results are illustrated in an infographic-design form as well as the text itself.

Further down the page, they use icons like a heart and a circle to illustrate their pitch angles, and graphs to showcase their results. Rather than writing which publications have mentioned Porch.com during Fractl’s campaign, they incorporated the media outlets’ icons for further visual diversity.

Key Learnings from the Fractl Case Study Example

• Let pictures speak for you by incorporating graphs, logos, and icons all throughout the case study.
• Start the case study by right away stating the key results, like Fractl does, instead of putting the results all the way at the bottom.

6. " The Met ," by Fantasy

What's the best way to showcase the responsiveness and user interface of a website? Probably by diving right into it with a series of simple showcases— which is exactly what Fantasy does on their case study page for the Metropolitan Museum of Art. They keep the page simple and clean, inviting you to review their redesign of the Met’s website feature-by-feature.

Each section is simple, showing a single piece of the new website's interface so that users aren’t overwhelmed with information and can focus on what matters most.

If you're more interested in text, you can read the objective for each feature. Fantasy understands that, as a potential customer, this is all you need to know. Scrolling further, you're greeted with a simple "Contact Us" CTA.

Key Learnings from the Fantasy Case Study Example

• You don’t have to write a ton of text to create a great case study. Focus on the solution you delivered itself.
• Include a CTA at the bottom inviting visitors to contact you.

7. " Rovio: How Rovio Grew Into a Gaming Superpower ," by App Annie

If your client had a lot of positive things to say about you, take a note from App Annie’s Rovio case study and open up with a quote from your client. The case study also closes with a quote, so that the case study doesn’t seem like a promotion written by your marketing team but a story that’s taken straight from your client’s mouth. It includes a photo of a Rovio employee, too.

Another thing this example does well? It immediately includes a link to the product that Rovio used (namely, App Annie Intelligence) at the top of the case study. The case study closes with a call-to-action button prompting users to book a demo.

Key Learnings from the App Annie Case Study Example

• Feature quotes from your client at the beginning and end of the case study.
• Include a mention of the product right at the beginning and prompt users to learn more about the product.

8. " Embracing first-party data: 3 success stories from HubSpot ," by Think with Google

Google takes a different approach to text-focused case studies by choosing three different companies to highlight.

The case study is clean and easily scannable. It has sections for each company, with quotes and headers that clarify the way these three distinct stories connect. The simple format also uses colors and text that align with the Google brand.

Another differentiator is the focus on data. This case study is less than a thousand words, but it's packed with useful data points. Data-driven insights quickly and clearly show how the value of leveraging first-party data while prioritizing consumer privacy.

Key Learnings from the Think with Google Case Study Example

• A case study doesn’t need to be long or complex to be powerful.
• Clear data points are a quick and effective way to prove value.

9. " In-Depth Performance Marketing Case Study ," by Switch

Switch is an international marketing agency based in Malta that knocks it out of the park with this case study. Its biggest challenge is effectively communicating what it did for its client without ever revealing the client’s name. It also effectively keeps non-marketers in the loop by including a glossary of terms on page 4.

The PDF case study reads like a compelling research article, including titles like "In-Depth Performance Marketing Case Study," "Scenario," and "Approach," so that readers get a high-level overview of what the client needed and why they approached Switch. It also includes a different page for each strategy. For instance, if you’d only be interested in hiring Switch for optimizing your Facebook ads, you can skip to page 10 to see how they did it.

The PDF is fourteen pages long but features big fonts and plenty of white space, so viewers can easily skim it in only a few minutes.

Key Learnings from the Switch Case Study Example

• If you want to go into specialized information, include a glossary of terms so that non-specialists can easily understand.
• Close with a CTA page in your case study PDF and include contact information for prospective clients.

10. " Gila River ," by OH Partners

Let pictures speak for you, like OH Partners did in this case study. While you’ll quickly come across a heading and some text when you land on this case study page, you’ll get the bulk of the case study through examples of actual work OH Partners did for its client. You will see OH Partners’ work in a billboard, magazine, and video. This communicates to website visitors that if they work with OH Partners, their business will be visible everywhere.

And like the other case studies here, it closes with a summary of what the firm achieved for its client in an eye-catching way.

Key Learnings from the OH Partners Case Study Example

• Let the visuals speak by including examples of the actual work you did for your client — which is especially useful for branding and marketing agencies.
• Always close out with your achievements and how they impacted your client.

11. " Facing a Hater ," by Digitas

Digitas' case study page for Sprite’s #ILOVEYOUHATER campaign keeps it brief while communicating the key facts of Digitas’ work for the popular soda brand. The page opens with an impactful image of a hundred people facing a single man. It turns out, that man is the biggest "bully" in Argentina, and the people facing him are those whom he’s bullied before.

Scrolling down, it's obvious that Digitas kept Sprite at the forefront of their strategy, but more than that, they used real people as their focal point. They leveraged the Twitter API to pull data from Tweets that people had actually tweeted to find the identity of the biggest "hater" in the country. That turned out to be @AguanteElCofler, a Twitter user who has since been suspended.

Key Learnings from the Digitas Case Study Example

• If a video was part of your work for your client, be sure to include the most impactful screenshot as the heading.
• Don’t be afraid to provide details on how you helped your client achieve their goals, including the tools you leveraged.

12. " Better Experiences for All ," by HermanMiller

HermanMiller sells sleek, utilitarian furniture with no frills and extreme functionality, and that ethos extends to its case study page for a hospital in Dubai.

What first attracted me to this case study was the beautiful video at the top and the clean user experience. User experience matters a lot in a case study. It determines whether users will keep reading or leave. Another notable aspect of this case study is that the video includes closed-captioning for greater accessibility, and users have the option of expanding the CC and searching through the text.

HermanMiller’s case study also offers an impressive amount of information packed in just a few short paragraphs for those wanting to understand the nuances of their strategy. It closes out with a quote from their client and, most importantly, the list of furniture products that the hospital purchased from the brand.

Key Learnings from the HermanMiller Case Study Example

• Close out with a list of products that users can buy after reading the case study.
• Include accessibility features such as closed captioning and night mode to make your case study more user-friendly.

13. " Capital One on AWS ," by Amazon

Do you work continuously with your clients? Consider structuring your case study page like Amazon did in this stellar case study example. Instead of just featuring one article about Capital One and how it benefited from using AWS, Amazon features a series of articles that you can then access if you’re interested in reading more. It goes all the way back to 2016, all with different stories that feature Capital One’s achievements using AWS.

This may look unattainable for a small firm, but you don’t have to go to extreme measures and do it for every single one of your clients. You could choose the one you most wish to focus on and establish a contact both on your side and your client’s for coming up with the content. Check in every year and write a new piece. These don’t have to be long, either — five hundred to eight hundred words will do.

Key Learnings from the Amazon AWS Case Study Example

• Write a new article each year featuring one of your clients, then include links to those articles in one big case study page.
• Consider including external articles as well that emphasize your client’s success in their industry.

14. " HackReactor teaches the world to code #withAsana ," by Asana

While Asana's case study design looks text-heavy, there's a good reason. It reads like a creative story, told entirely from the customer's perspective.

For instance, Asana knows you won't trust its word alone on why this product is useful. So, they let Tony Phillips, HackReactor CEO, tell you instead: "We take in a lot of information. Our brains are awful at storage but very good at thinking; you really start to want some third party to store your information so you can do something with it."

Asana features frequent quotes from Phillips to break up the wall of text and humanize the case study. It reads like an in-depth interview and captivates the reader through creative storytelling. Even more, Asana includes in-depth detail about how HackReactor uses Asana. This includes how they build templates and workflows:

"There's a huge differentiator between Asana and other tools, and that’s the very easy API access. Even if Asana isn’t the perfect fit for a workflow, someone like me— a relatively mediocre software engineer—can add functionality via the API to build a custom solution that helps a team get more done."

Key Learnings from the Asana Example

• Include quotes from your client throughout the case study.
• Provide extensive detail on how your client worked with you or used your product.

15. " Rips Sewed, Brand Love Reaped ," by Amp Agency

Amp Agency's Patagonia marketing strategy aimed to appeal to a new audience through guerrilla marketing efforts and a coast-to-coast road trip. Their case study page effectively conveys a voyager theme, complete with real photos of Patagonia customers from across the U.S., and a map of the expedition. I liked Amp Agency's storytelling approach best. It captures viewers' attention from start to finish simply because it's an intriguing and unique approach to marketing.

Key Learnings from the Amp Agency Example

• Open up with a summary that communicates who your client is and why they reached out to you.
• Like in the other case study examples, you’ll want to close out with a quantitative list of your achievements.

16. " NetApp ," by Evisort

Evisort opens up its NetApp case study with an at-a-glance overview of the client. It’s imperative to always focus on the client in your case study — not on your amazing product and equally amazing team. By opening up with a snapshot of the client’s company, Evisort places the focus on the client.

This case study example checks all the boxes for a great case study that’s informative, thorough, and compelling. It includes quotes from the client and details about the challenges NetApp faced during the COVID pandemic. It closes out with a quote from the client and with a link to download the case study in PDF format, which is incredibly important if you want your case study to be accessible in a wider variety of formats.

Key Learnings from the Evisort Example

• Place the focus immediately on your client by including a snapshot of their company.
• Mention challenging eras, such as a pandemic or recession, to show how your company can help your client succeed even during difficult times.

17. " Copernicus Land Monitoring – CLC+ Core ," by Cloudflight

Including highly specialized information in your case study is an effective way to show prospects that you’re not just trying to get their business. You’re deep within their industry, too, and willing to learn everything you need to learn to create a solution that works specifically for them.

Cloudflight does a splendid job at that in its Copernicus Land Monitoring case study. While the information may be difficult to read at first glance, it will capture the interest of prospects who are in the environmental industry. It thus shows Cloudflight’s value as a partner much more effectively than a general case study would.

The page is comprehensive and ends with a compelling call-to-action — "Looking for a solution that automates, and enhances your Big Data system? Are you struggling with large datasets and accessibility? We would be happy to advise and support you!" The clean, whitespace-heavy page is an effective example of using a case study to capture future leads.

Key Learnings from the Cloudflight Case Study Example

• Don’t be afraid to get technical in your explanation of what you did for your client.
• Include a snapshot of the sales representative prospects should contact, especially if you have different sales reps for different industries, like Cloudflight does.

18. " Valvoline Increases Coupon Send Rate by 76% with Textel’s MMS Picture Texting ," by Textel

If you’re targeting large enterprises with a long purchasing cycle, you’ll want to include a wealth of information in an easily transferable format. That’s what Textel does here in its PDF case study for Valvoline. It greets the user with an eye-catching headline that shows the value of using Textel. Valvoline saw a significant return on investment from using the platform.

Another smart decision in this case study is highlighting the client’s quote by putting it in green font and doing the same thing for the client’s results because it helps the reader quickly connect the two pieces of information. If you’re in a hurry, you can also take a look at the "At a Glance" column to get the key facts of the case study, starting with information about Valvoline.

Key Learnings from the Textel Case Study Example

• Include your client’s ROI right in the title of the case study.
• Add an "At a Glance" column to your case study PDF to make it easy to get insights without needing to read all the text.

19. " Hunt Club and Happeo — a tech-enabled love story ," by Happeo

In this blog-post-like case study, Happeo opens with a quote from the client, then dives into a compelling heading: "Technology at the forefront of Hunt Club's strategy." Say you’re investigating Happeo as a solution and consider your firm to be technology-driven. This approach would spark your curiosity about why the client chose to work with Happeo. It also effectively communicates the software’s value proposition without sounding like it’s coming from an in-house marketing team.

Every paragraph is a quote written from the customer’s perspective. Later down the page, the case study also dives into "the features that changed the game for Hunt Club," giving Happeo a chance to highlight some of the platform’s most salient features.

Key Learnings from the Happeo Case Study Example

• Consider writing the entirety of the case study from the perspective of the customer.
• Include a list of the features that convinced your client to go with you.

20. " Red Sox Season Campaign ," by CTP Boston

What's great about CTP's case study page for their Red Sox Season Campaign is their combination of video, images, and text. A video automatically begins playing when you visit the page, and as you scroll, you'll see more embedded videos of Red Sox players, a compilation of print ads, and social media images you can click to enlarge.

At the bottom, it says "Find out how we can do something similar for your brand." The page is clean, cohesive, and aesthetically pleasing. It invites viewers to appreciate the well-roundedness of CTP's campaign for Boston's beloved baseball team.

Key Learnings from the CTP Case Study Example

• Include a video in the heading of the case study.
• Close with a call-to-action that makes leads want to turn into prospects.

21. " Acoustic ," by Genuine

Sometimes, simple is key. Genuine's case study for Acoustic is straightforward and minimal, with just a few short paragraphs, including "Reimagining the B2B website experience," "Speaking to marketers 1:1," and "Inventing Together." After the core of the case study, we then see a quote from Acoustic’s CMO and the results Genuine achieved for the company.

The simplicity of the page allows the reader to focus on both the visual aspects and the copy. The page displays Genuine's brand personality while offering the viewer all the necessary information they need.

• You don’t need to write a lot to create a great case study. Keep it simple.
• Always include quantifiable data to illustrate the results you achieved for your client.

22. " Using Apptio Targetprocess Automated Rules in Wargaming ," by Apptio

Apptio’s case study for Wargaming summarizes three key pieces of information right at the beginning: The goals, the obstacles, and the results.

Readers then have the opportunity to continue reading — or they can walk away right then with the information they need. This case study also excels in keeping the human interest factor by formatting the information like an interview.

The piece is well-organized and uses compelling headers to keep the reader engaged. Despite its length, Apptio's case study is appealing enough to keep the viewer's attention. Every Apptio case study ends with a "recommendation for other companies" section, where the client can give advice for other companies that are looking for a similar solution but aren’t sure how to get started.

Key Learnings from the Apptio Case Study Example

• Put your client in an advisory role by giving them the opportunity to give recommendations to other companies that are reading the case study.
• Include the takeaways from the case study right at the beginning so prospects quickly get what they need.

23. " Airbnb + Zendesk: building a powerful solution together ," by Zendesk

Zendesk's Airbnb case study reads like a blog post, and focuses equally on Zendesk and Airbnb, highlighting a true partnership between the companies. To captivate readers, it begins like this: "Halfway around the globe is a place to stay with your name on it. At least for a weekend."

The piece focuses on telling a good story and provides photographs of beautiful Airbnb locations. In a case study meant to highlight Zendesk's helpfulness, nothing could be more authentic than their decision to focus on Airbnb's service in such great detail.

Key Learnings from the Zendesk Case Study Example

• Include images of your client’s offerings — not necessarily of the service or product you provided. Notice how Zendesk doesn’t include screenshots of its product.
• Include a call-to-action right at the beginning of the case study. Zendesk gives you two options: to find a solution or start a trial.

24. " Biobot Customer Success Story: Rollins College, Winter Park, Florida ," by Biobot

Like some of the other top examples in this list, Biobot opens its case study with a quote from its client, which captures the value proposition of working with Biobot. It mentions the COVID pandemic and goes into detail about the challenges the client faced during this time.

This case study is structured more like a news article than a traditional case study. This format can work in more formal industries where decision-makers need to see in-depth information about the case. Be sure to test different methods and measure engagement .

Key Learnings from the Biobot Case Study Example

• Mention environmental, public health, or economic emergencies and how you helped your client get past such difficult times.
• Feel free to write the case study like a normal blog post, but be sure to test different methods to find the one that best works for you.

25. " Discovering Cost Savings With Efficient Decision Making ," by Gartner

You don't always need a ton of text or a video to convey your message — sometimes, you just need a few paragraphs and bullet points. Gartner does a fantastic job of quickly providing the fundamental statistics a potential customer would need to know, without boggling down their readers with dense paragraphs. The case study closes with a shaded box that summarizes the impact that Gartner had on its client. It includes a quote and a call-to-action to "Learn More."

Key Learnings from the Gartner Case Study Example

• Feel free to keep the case study short.
• Include a call-to-action at the bottom that takes the reader to a page that most relates to them.

26. " Bringing an Operator to the Game ," by Redapt

This case study example by Redapt is another great demonstration of the power of summarizing your case study’s takeaways right at the start of the study. Redapt includes three easy-to-scan columns: "The problem," "the solution," and "the outcome." But its most notable feature is a section titled "Moment of clarity," which shows why this particular project was difficult or challenging.

The section is shaded in green, making it impossible to miss. Redapt does the same thing for each case study. In the same way, you should highlight the "turning point" for both you and your client when you were working toward a solution.

Key Learnings from the Redapt Case Study Example

• Highlight the turning point for both you and your client during the solution-seeking process.
• Use the same structure (including the same headings) for your case studies to make them easy to scan and read.

27. " Virtual Call Center Sees 300% Boost In Contact Rate ," by Convoso

Convoso’s PDF case study for Digital Market Media immediately mentions the results that the client achieved and takes advantage of white space. On the second page, the case study presents more influential results. It’s colorful and engaging and closes with a spread that prompts readers to request a demo.

Key Learnings from the Convoso Case Study Example

• List the results of your work right at the beginning of the case study.
• Use color to differentiate your case study from others. Convoso’s example is one of the most colorful ones on this list.

28. " Ensuring quality of service during a pandemic ," by Ericsson

Ericsson’s case study page for Orange Spain is an excellent example of using diverse written and visual media — such as videos, graphs, and quotes — to showcase the success a client experienced. Throughout the case study, Ericsson provides links to product and service pages users might find relevant as they’re reading the study.

For instance, under the heading "Preloaded with the power of automation," Ericsson mentions its Ericsson Operations Engine product, then links to that product page. It closes the case study with a link to another product page.

Key Learnings from the Ericsson Case Study Example

• Link to product pages throughout the case study so that readers can learn more about the solution you offer.
• Use multimedia to engage users as they read the case study.

Start creating your case study.

Now that you've got a great list of examples of case studies, think about a topic you'd like to write about that highlights your company or work you did with a customer.

A customer’s success story is the most persuasive marketing material you could ever create. With a strong portfolio of case studies, you can ensure prospects know why they should give you their business.

Editor's note: This post was originally published in August 2018 and has been updated for comprehensiveness.

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Journal of Brand Strategy is the world's leading professional and research journal publishing in-depth, peer-reviewed articles and case studies on all aspects of brands.

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What Is Employer Branding and How To Build It

Katherine McDermott - Guest Contributor

Importance of employer branding

Employer branding strategy.

• Software to help your employer brand strategy

An employer brand is the key to attracting candidates and retaining employees.

As a small business leader or communications professional, you're probably familiar with the importance of a strong brand strategy that grows revenue and improves customer retention. But what about an employer brand to attract top talent?

Many small businesses need help to hire and retain talented individuals—especially for competitive, specialized roles—and having an employer brand in place is the key to attracting and retaining top talent. 

In this article, we'll discuss the importance of an employer branding strategy and its role in your recruitment process.

What is employer branding?

Employer branding is the reputation you have among current employees, potential workers, and the overall industry. It's the image your organization cultivates and maintains and is directly related to your company culture, values, work environment, employee benefits, and more.

For small to midsize businesses, employer branding is an opportunity to craft a distinct, memorable place in the minds of your employees and potential talent. A strong employer brand allows smaller businesses to compete for top talent because employees are attracted to their positive work environment, culture, and work-life balance.

Even with fewer resources, small businesses can effectively communicate their unique value and benefits, helping them attract and retain top talent and drive their overall success in the market.

The benefits of employer branding are numerous—from increased productivity to cost savings to increased retention; employer branding focuses on your company's mission, vision, values, and culture. A well–formulated employer brand helps you stand out in the talent pool, encouraging high-quality applicants and, eventually, top-performing employees.

Increased retention

A strong employee brand helps foster employee engagement , allowing employees to become your company's best advocates. According to Capterra's 2024 Collaboration and Productivity Survey, 79% of respondents agree that their organization's culture directly affects the way they do their work. * Building an attractive culture is a popular perk for potential job seekers.

Improved recruitment

Attracting top candidates is critical, and a strong employer brand makes your business appealing to job seekers. It also allows your business to stay at the top of people's minds, so when individuals start their job search, they immediately see if your business is hiring. This gives you an edge over other businesses in the recruitment process .

Strong competitive advantage

A strong employer branding strategy allows you to stand out over larger companies with more resources and your competitors. You want to be well-known for a work culture that fosters growth and development while maintaining a positive environment. Not only does this help attract top talent that will propel your business forward, but it also offers an element of cost savings, increased productivity, and more.

Now, it's time to work through building your employer branding strategy. Start by defining your company's unique value offering, conduct a brand audit, and formalize your employee value proposition. Then, it's time to create a distribution strategy to share your employer branding with current and future employees.

Define your unique value proposition

An employer value proposition identifies your strategic direction and outlines the benefits you offer employees. It's a distinct component of your recruiting strategy and embodies how you want to be perceived by employees. Consider your company values and what you hold dear; for example, these could be a commitment to long–term professional development, inclusivity, excellence, and other values.

Conduct an employer brand audit

To begin, consider what is on your careers page on your website and external job sites. Analyze what your company is posting about on social media, your company blog, and other outlets. It's also helpful to survey employees about their impressions of your employer brand. This will give you a strong baseline of what already exists and how current employees perceive your employer brand.

Create your employee value proposition

According to Gartner, a misaligned employer brand and the company’s overall brand can start to detract from your hiring and recruiting efforts and create confusion in the minds of employees and job seekers. [ 1 ] This is the unique offering to employees in return for their experience, skills, and time and is a key component of bringing what employees want to them. Utilize your employee value proposition to guide your internal efforts, align the team, and enhance your distribution strategy.

Execute your employee branding strategy

This is where you can get creative and leverage different channels like recruitment websites, your company website, your blog, social media, and more. You can also work your employer brand into a larger part of your content marketing strategy, utilizing video interviews with employees, blog posts, and social media content to show what working for your company is like.

Your career page is an excellent place to highlight your employer brand, company values, perks and activities, and open roles. You can also introduce your employer brand to your onboarding process for new employees. On social media, experiment with employee takeovers, allowing future job seekers to see different departments and their day-to-day lives and responsibilities.

/ CASE STUDY

Employer branding examples.

Duolingo: During the rise of TikTok, Duolingo, a learning language app, created a character and mascot to interact with its audience on social media. The owl mascot makes jokes, interacts with employees at the office, and showcases what it's like to work at Duolingo. The funny, lighthearted character embodied the employer brand and gained massive popularity on TikTok with 8 million followers.

Google: Another top employer brand is Google. A long-standing history of a positive work environment, great employee perks, and passionate employees make Google a distinct employer brand in the minds of job seekers. Self–proclaimed "Googlers" are open to advocating for the brand and sharing videos and clips of what it's like to work at Google on social media.

Once Upon a Farm: A consumer food brand, Once Upon a Farm, is a baby and kid's food company created by actress Jennifer Garner. Employees frequently share clips and videos of working at the brand on social media, and they're passionate about their company's mission. On its website, Once Upon a Farm also showcases its parental perks like extended leave, emphasizing its commitment to family.

Software to help your employer brand strategy 

In Capterra's 2023 Brand Monitoring Survey, 67% of respondents say their company uses brand reputation management software, and 69% say their company uses brand reputation management services. *

Reputation management software can help make your employer brand audit process more streamlined. These platforms help monitor, manage, and respond to customers and external audience members, allowing you to humanize your employer brand. You can also aggregate content, feedback, comments, and engagement to understand what your audience says about you online. 

Improve your employer brand, increase your retention and attract talent

For small businesses, a robust and recognizable employer brand can be one of the biggest competitive advantages in recruitment and retention.

To start building your unique employer branding strategy, define your value proposition, conduct a brand audit, and execute your employee branding strategy by leveraging current employees, online reviews, video and blog content, and more.

Employer branding is paramount in competitive industries and job markets, and it's a unique opportunity for your business to improve retention and attract top talent.

For a deeper dive into employer branding strategy, check out the related resources below:

Staffing Agencies

Branding Agencies

Recruitment Marketing Platforms Software

Employee Engagement Software

* Capterra's 2024 Collaboration and Productivity Survey was conducted online in January 2024 among 6490 respondents in the U.S. (n=503), U.K. (n=496), Canada (n=499), Netherlands (n=498), Brazil (n=501), India (n=500), France (n=497), Spain (n=501), Germany (n=497), Italy (n=500), Mexico (n=500), Australia (n=500), and Japan (n=498). The goal of the study was to learn about the challenges workers face collaborating remotely across countries. Respondents were screened for employment at companies that offer either hybrid or fully remote work styles.

**Capterra's 2023 Brand Monitoring Survey was conducted in February 2023 among 299 U.S. respondents to learn about company brand reputation or monitoring practices, needs, and challenges. Respondents were screened to have marketing, advertising, communications, or PR job roles or functions and include respondents that work for companies that practice and do not practice brand monitoring tactics/strategies.

Ignition Guide to Building an Employer Brand Messaging Strategy , Gartner

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About the author.

Katherine McDermott is a product marketing expert in B2B technology and SaaS.

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Case Study | Fashion’s New Rules For Sports Marketing

• Daniel-Yaw Miller

Key insights

• The global sports-sponsorship market is expected to grow from $63.1 billion in 2021 to $109.1 billion by 2030, suggesting there is a huge opportunity for brands using sport to market their products to diverse fanbases.
• Many global sporting organisations are opening up to renewed commercial interest from the fashion industry, resulting in landmark deals such as LVMH’s Olympics partnership and the Skims-NBA tie-up.
• The range of companies showcased in this case study — Tag Heuer and Hugo Boss as well as start-up The Edit Ldn — offer different approaches to building high-performing sports-marketing portfolios.

When the Paris Olympic and Paralympic Games kick off in July 2024, the millions of global fans watching will see far more than just athletes.

LVMH brands such as Louis Vuitton, Dior and Berluti will provide uniforms for select teams, while the medals will be the work of its high jewellery label, Chaumet. For the first time ever, the games will feature LVMH-sponsored athletes, including world-champion swimmer Léon Marchand, European champion in artistic gymnastics Mélanie de Jesus dos Santos and Olympic gold-medalist fencer Ezno Lefort.

The “premium” partnership between LVMH and the Olympics marks the biggest indication to date of sport’s newfound importance to fashion. Until recently, sport was one of the remaining cultural arenas in which fashion, with a few exceptions, had failed to forge long-lasting and meaningful relationships. That has changed.

Fashion brands are waking up to the commercial value of sports like basketball, football, tennis and Formula 1 as they look to be part of the booming sports-sponsorship market, which is projected to grow from $63.1 billion in 2021 to $109.1 billion by 2030 , according to PwC.

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“Sport is now the only by-appointment thing to watch on TV or tune into live at that point in time — everything else is on demand,” said Clive Reeves, PwC’s UK sports leader. “To be in the conversation, you need to watch sport at that point in time, which makes it the only thing left in society that really drives a huge volume of people at specific moments, which for brands is very special and valuable.”

A New Playing Field

The scope for fashion’s ability to tap into sports has been blown wide open. Beyond competing with large corporations for traditional sponsorship on jerseys or around stadiums, brands can target niche areas where they may have a more natural impact. For example, they can partner with athletes on clothing lines, dress them for the “tunnel walk” that occurs as they enter an arena — images of which are instantly shared online by dedicated social media accounts — or even create clothing for their avatars in video games.

“There is still so much untapped potential and uncharted territory for brands to explore across so many different sports,” said Kenny Annan-Jonathan, a sports marketing veteran and founder of London-based agency The Mailroom, who was appointed creative director of the Premier League’s Crystal Palace Football Club in August 2023. “We’re only at the outset of seeing where the world of sports can take fashion brands.”

While sportswear companies like Nike, Adidas and Puma have long since aligned their brands with fashion, this case study unpacks opportunities for non-sportswear brands and retailers. The companies profiled — German luxury brand Boss, Swiss watchmaker Tag Heuer and UK-based sneaker marketplace start-up The Edit Ldn — each have placed sports marketing at the heart of their growth strategies and brand identities, either to deepen connections with existing consumers or as a means to effectively and authentically target new audiences.

Disclosure: LVMH is part of a group of investors who, together, hold a minority interest in The Business of Fashion. All investors have signed shareholders’ documentation guaranteeing BoF’s complete editorial independence.

Daniel-Yaw Miller is Senior Editorial Associate at The Business of Fashion. He is based in London and covers menswear, streetwear and sport.

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Both brands are leaning on high-profile advertising campaigns to refresh their image. We’ll find out this week whether that’s translating into increased sales.

Lisa Frank Named CEO of Derris

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BMW Branding Strategy and Marketing Case Study

Analysis and examples of bmw’s identity, positioning, key messages, tone of voice, brand archetypes, customer benefits, competitors, and marketing content..

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Brand Overview

Business type.

Physical Products

https://bmw.com

Target Customer

Performance-minded premium car owners

Primary Need ( Job To Be Done )

Drive a luxury vehicle that puts a high emphasis on performance and driving experience

Brand Visual Identity & Content

Primary brand colors, brand typefaces.

• BMW Type Next Latin

Hero Content

Hero Content Type

Content features people, brand messaging, key messages, benefit or feature focus, tone of voice, brand archetypes.

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Brand Positioning ( Elements of Value )

( Learn More About The Elements of Value )

Aspirational

Self-Actualization

Badge Value

Reduces Risk

Brand Benefits

Luxury design from a trusted brand that’s been around for over 100 years

Fun and enjoyable driving experience with a strong emphasis on performance, handling, and acceleration

A path to transition into electric vehicles with a brand I trust to deliver on performance and luxury

Competition

Key competitors.

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TikTok Shop joins the social commerce boom but Meta is still on top

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The merging of shopping and social media is more than a trend; it’s a response to evolving consumer behavior. Social commerce is fueled by the significant amount of time that consumers spend on social media —US adults will spend 11.4% of their total daily media time and 17.9% of their digital media time with social platforms in 2024, per EMARKETER’s June 2023 forecast. 

With social commerce, every interaction on social platforms like TikTok, Facebook, and Instagram is a revenue-driving opportunity without the friction of leaving that digital environment. 

In this guide, we’ll explore the state of social commerce , examining the most popular platforms so retailers and advertisers can make the most of this dynamic digital shopping journey.

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Overview of social commerce

Social commerce fuses social media with ecommerce, allowing purchases to be made directly within a social platform. Social commerce enables consumers to not only discover products and engage with a brand’s greater community, but also to shop from brands without switching platforms and disrupting the customer experience. 

For marketers, the ability to advertise and sell in the same space streamlines the buying journey and gives them access to a host of benefits, including direct access to customers, more transparent return on ad spend, and new opportunities to take advantage of peer recommendations and the creator economy .

Social commerce thrives on inspiration, trends, and generating demand for products users may not have considered. Unlike ecommerce, where people often shop with specific products in mind, social commerce excels in promoting discretionary items like fashion and beauty products.

Who engages in social commerce?

Although early social commerce adopters have included younger generations who are more comfortable with navigating digital spaces, older generations are also embracing it as social media platforms become more user-friendly. 

• Nearly a quarter (23.1%) of US social buyers are between the ages of 25 and 34, per a September 2023 EMARKETER forecast, and more than two-thirds (66.5%) are under 44.
• US digital buyers ages 18 to 34 have made purchases on Instagram (28%), Facebook (26%), and TikTok (22%), per an October 2023 EMARKETER survey conducted by Bizrate Insights. 
• More than half (53%) of US shoppers ages 18 to 29 planned to use TikTok for holiday shopping in 2023, compared with just 36% of adults overall, according to September 2023 ESW data. 

Swayed by endorsements, peer reviews, and social connections, shoppers who follow influencers also make up a large social commerce audience. 

• A third (33%) of Gen Zers have purchased a product from an influencer-founded brand in the last year, per a November 2023 Morning Consult survey. 
• Gen Z is more likely than any other generation to purchase a product after watching a review from an influencer they follow, per November 2022 data from Deloitte. 

Top social commerce platforms

Major social media platforms have evolved, seamlessly integrating commerce into their core experience. These platforms have not only redefined manners of social interaction—they’ve also established themselves as modern digital storefronts. 

Facebook Marketplace

Facebook leads with the largest number of social commerce buyers, expected to reach 64.6 million in 2024, according to a September 2023 EMARKETER forecast. Its massive user base allows brands to reach a diverse, global audience, while extensive storefront features and insights-collecting capabilities add to a competitive ecosystem for online shopping. 

Facebook Marketplace is a dedicated platform for buying and selling secondhand items. Although the platform allows businesses to sell products and place ads, its roots are in local, community-based listings. Marketplace is a major reason why Facebook has such a strong lead in social commerce. In fact, Instagram would take the top spot with the biggest social buyer audience among platforms if Marketplace was excluded from social commerce data, according to third-party research cited in EMARKETER’s Social Commerce Forecast 2023 report. 

Facebook Shops

Unlike the peer-to-peer nature of Facebook Marketplace, Facebook Shops enables businesses to set up digital storefronts, where customers can explore and purchase products without leaving the platform. 

The storefront functionality allows richer product catalogs, visuals, and descriptions. For immersive, customizable experiences, businesses can also showcase featured products, seasonal collections and launches, promotions, and bundles.

Instagram Shopping

In 2024, Instagram will see 46.8 million US social buyers, per EMARKETER’s September 2023 forecast.

At its core is Instagram Shopping, which allows businesses to tag products in their posts and stories. When users click on a tagged item, they can view product details, prices, and a direct link to make a purchase.

Instagram and Facebook parent Meta is mandating all Meta Shops in the US to use Checkout on Facebook and Instagram in 2024. While frustrations have arisen regarding the in-app checkout tool’s effectiveness among both sellers and buyers, Meta is pushing forward as a way to compensate for the losses incurred due to iOS 14.5 changes, which reduced access to tracking data for advertisers and publishers. By making Checkout mandatory, Meta aims to boost adoption, particularly on Instagram, which plays a vital role in social commerce strategies. This move will also limit consumers’ options, as they won’t have the choice to complete their purchases on a retailer’s website.

TikTok Shop

With its Gen Z stronghold, the TikTok user base alone—which passed 100 million in the US in 2023 (102.3 million), according to EMARKETER’s May 2023 forecast—is enough to make it a competitive social commerce platform. We predict TikTok will reach 107.8 million users in 2024. In 2023, 35.3 million of those users were social buyers; during that time, TikTok gained more shoppers (11.6 million) than the net increase of Facebook, Instagram, and Pinterest combined (6.4 million), per a September 2023 EMARKETER forecast. We predict TikTok will continue adding social buyers in 2024, reaching 40.7 million. 

However, uncertainty looms over the viability of the platform’s integrated commerce solution, TikTok Shop , given the slow adoption by US merchants, lukewarm reception to live shopping, and a potential nationwide ban.

TikTok Shop enables brands and creators to offer products directly to their viewers. Starting from short videos or livestreams, TikTok Shop aims to own the full buyer journey. A standout feature is the ability for users to consolidate products from various brands into a single cart and finalize their purchase without navigating away from the app.

The shopping service’s US journey seems to have encountered early turbulence:

• TikTok Shop was projected to lose more than $500 million in the US in 2023, per The Information, due to major investments—in its staff, building out a fulfillment network, and seller incentivizations—that hadn’t paid off. 
• In the summer of 2023, US consumers were spending around $3 million to $4 million per day on TikTok. The platform expected that figure to exceed $10 million by the end of 2023.

Social commerce stats and growth 

Continued growth for social shopping is on the horizon, with sales growing well into the double digits through the end of EMARKETER’s forecast period in 2027. Although converting non-buyer social media users into buyers is becoming more challenging, the overall landscape remains robust. One significant trend is the increasing spending per buyer, which is expected to nearly double between 2023 and 2027, per an October 2023 EMARKETER forecast. This is expected to drive most of the sales growth, rather than the acquisition of new buyers.

Consumers aren’t sold yet on social commerce.

• Almost 4 in 10 shoppers hold back from shopping on social media over concerns about how platforms manage personal data, per a May 2023 PYMNTS.com survey.
• Younger consumers don’t want to use a social platform’s in-app checkout tools. In fact, about three-quarters of US social shoppers ages 16 to 24 prefer purchasing through established retailers that handle transactions, shipping, and delivery, per an October 2022 SimplicityDX survey.
• UK shoppers have reported counterfeit goods and poor shipping experiences on TikTok Shop, according to the Financial Times, which could trigger more apprehension in other markets. 

Still, social commerce is on an upward trajectory. 

• US retail social commerce sales will pass the $100 billion milestone in 2025, representing a 22.4% growth from the year prior, per EMARKETER’s September 2023 forecast. 
• In 2024, there will be 110.4 million US social buyers, accounting for 42.0% of all internet users and nearly half (50.3%) of all social media users.  
• US social commerce sales will claim 6.6% of total ecommerce sales in 2024.
• For now, most social commerce transactions take place off platform, by clicking links to retailer product pages. 

The rise in new buyers is only marginally ahead of the growth in the total social media user population, resulting in a relatively consistent percentage of users engaging in purchasing activities, holding steady at around 50% through 2027, per a September 2023 forecast.

Marketing strategies for social commerce 

User-generated content (UGC) and influencer marketing are two effective strategies that brands can harness to connect with consumers authentically.

UGC is generally created by consumers, showcasing their experiences without direct brand involvement, whereas influencer marketing involves brand collaboration and incentives to ensure the content aligns with the correct messaging and goals.  

User-generated content 

UGC is a powerful tool that taps into authenticity and trust. Forty-six percent of US consumers are more likely to trust a brand if an online content creator they trust has reviewed it, according to a November 2022 Deloitte survey. Encouraging users to create and share content featuring their experiences with products or services cultivates a sense of community and credibility. 

Brands can initiate UGC campaigns, prompting customers to share testimonials, unboxing videos, or creative uses of their purchases. By showcasing real-life experiences, UGC bolsters brand authenticity, fosters engagement, and influences potential buyers’ perceptions positively. Additionally, reposting and engaging with UGC amplifies brand reach while nurturing a loyal and involved customer base.

Influencer marketing

From large, well-known influencers with massive followings to micro-influencers with niche communities, choosing the right person to vouch for your brand can bolster your social commerce investments. 

Collaborating with influencers allows brands to tap into their audience and leverage their credibility. Influencers create engaging content, seamlessly integrating product endorsements or reviews into their posts, stories, or videos. These endorsements often resonate deeply with their audience, establishing trust and driving purchasing decisions. 

Social commerce trends in 2024 and beyond 

Tech innovations, immersive experiences, and retailer collaborations will present new opportunities in the social commerce space.

AI integration 

Social platforms are taking advantage of AI to enhance the user experience and streamline product discovery. TikTok’s product identification feature, now in its testing phase, uses AI to suggest similar or relevant items available on its ecommerce marketplace. This new shoppable feature to non-shopping content is TikTok’s attempt at fully embedding commerce into the in-app experience.

In-person events 

Events help bridge the gap between the real world and social media, and can help drive user engagement and sales. The Pinterest Predicts pop-up event held in New York City in December 2023 brought to life its anticipated trends, allowing users to draw inspiration for the year ahead and, more importantly, shop. 

Retailer partnerships 

Retailers are also getting behind social commerce, partnering with streaming platforms to have their products in front of new audiences. Walmart’s holiday-themed romantic comedy “Add to Heart” is its first shoppable video series. Available on Roku, TikTok, and YouTube, the 23-part series integrates 330 shoppable products throughout its plot, creating a new avenue for Walmart to connect with consumers through content. 

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