Category — Case Studies

Gap and Starbucks offer a tale of two brand-identity rollouts. By Hayes Roth. When, exactly, did branding become a spectator blood sport? Whether product, service, or corporation, a new brand launch today not only endures dissection by the legitimate business, design, and even consumer press — it must also run the gauntlet of virtually every marketing and branding expert-wannabe on the planet — and the welcome is rarely cordial!

A brand launch, after all, is one of the few opportunities a company or product has to talk about itself in a wholly positive light, under largely controlled circumstances and in a forum tailor-made for articulating vision and relevance to a carefully targeted audience. It is a public-relations gift on a silver platter, yet so often it is thoughtlessly squandered. … read >>

Johnson & Johnson makes shopping better for moms. By Paul Thompson. While much has been written about the importance of getting on the shopping list, this is only one of the hurdles a brand faces. Shoppers have lots of choices and point-of-purchase is still where the majority of purchase decisions are made.

Because of this, Johnson & Johnson sought to improve the in-store shopper experience in children’s pediatric, over-the-counter medications through a better understanding of moms and their needs … read>>

General Mills creates a "we" brand, one box top at a time.  By Dori Molitor. (pdf) or (text)

Optimism is the pulse of the next Pepsi generation. By Dori Molitor.  (pdf) or (text)

Disney Stores president Jim Fielding casts magic on retail as media. An exclusive Q&A interview by Tim Manners. (pdf) or (text)

Great Lake Pizza, Hot Chocolate Sparrow, Wild Bill Ziegler, Boutique Men, Mark Girls and Smart Signs. (pdf) or (text)

The entire Mar/Apr ’10 issue of The Hub (48 pages), centered on retail, including an interview with Jim Fielding of Disney Stores and 13 other articles. (download pdf)

Tony Hsieh whips up a happy culture and enviable loyalty for Zappos.  An exclusive Q&A interview by Tim Manners.

(pdf) or (text)

Green Hills Market builds loyalty where the shopper, product and store converge.
By Richard Guha. (pdf) or (text)

Loyalty grows when brand values and strategy align.  By Scott Osman. (pdf) or (text)

The entire Nov/Dec ’09 issue of The Hub (52 pages), centered on loyalty, including an interview with Tony Hsieh of Zappos and 12 other articles.

(download pdf)

At Burt’s Bees, a culture of caring is both the medium and the message. By Dori Molitor.

(pdf) or (text)

The entire Sep/Oct ’09 issue of The Hub (40 pages), centered on emerging media, including an interview with Michael Mendenhall of Hewlett-Packard and 13 other articles.

(download pdf)

A behind-the-scenes look into the making of NetApp’s global brand.   By Britt Dionne.

(pdf) or (text)

The entire Jul/Aug ’09 issue of The Hub (44 pages), centered on brand identity, including an interview with Mark Addicks of General Mills and 13 other articles. (download pdf)

Consumer and shopper insights converge in ConAgra’s culture of collaboration.  An exclusive Q&A with ConAgra Foods CMO Joan Chow by Tim Manners.

(pdf) or (text)

Zara of America, Dickering for Discounts and Green Depot.

(pdf) or (text)

The entire May/Jun ’09 issue of The Hub (44 pages), centered on consumer and shopper insights, including an interview with Joan Chow of ConAgra Foods and the 2009 Hub Top 12. (download pdf)