Category Archives: Marketing

Marketing Case Studies

How Dangers of Marketing Metrics Dependency

When it comes to marketing, the same can be said for your attitude toward analytics. As a CMO, cultivating a data-driven marketing team can drive more insightful marketing decision-making and thus, better results. But an over-emphasis on metrics can actually lead to the opposite.

But wait … is this even a problem for CMOs and their marketing teams? If you look at all the data out there, it seems like the biggest problem that exists with the current state of marketing analytics stems from a lack of marketing analytics implementation, not an over-dependency. Click here to read more…

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A Case Study on Leveraging The Brand: Hallmark

In the early to mid-1990s, an ever-increasing share of greeting card sales occurred in the mass channels. Wal-Mart alone was projected to achieve a 20% share of the total greeting card market by the year 2000. Three brands accounted for the vast majority of sales in these channels: American Greetings, Gibson, and Ambassador – Hallmark’s flanker brand. Click here to read more…

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A Case Study on Misguided Brand – American Apparel

A bunch of us here at POKE, had a very interesting experience. We routinely hold chat sessions to just talk to regular folks and understand their tech habits. On Friday, we had a bunch of guys come in for one such routine session. One of them was the Crazy James. His story paraphrased, — He is trying to spread peace and love in the world that is consumed by materialistic desires and he will bike around the world for just $100.

We checked out the above video on his myspace site. And we totally admit that this kid’s got balls. But once you get over that – it’s a load of bullshit that irresponsible brands contribute to and perpetuate. Let’s examine this a little more closely. Crazy James, harped on about living how brands and advertisers were messing around with people, offering them too many messages, compelling them to buy stuff they didn’t need and in the end, contributing to this materialistic economy we live in. Click here to read more…

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Case Study on Branding: Amazon

When it comes to buying online, there’s no question about who runs the tables. Named for the enormous South American river, Amazon.com is an aptly named brand powerhouse. If you want to learn a thing or two about branding done right, Amazon has a few suggestions for you. It wasn’t just low prices and free shipping that garnered the company $48.1 billion in revenues last year. Amazon has achieved their amazing success for a variety of reasons, from their unique business model to the brilliant leadership behind the company. But, today I want to focus on the Amazon brand. Their website content is geared toward you. Whoever you are, Amazon gets you, and they can sell, sell, sell. Click here to read more…

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A Case Study on Brand Corrosion

Integrated case studies of Jaguar, Mercedes-Benz, and Saab illustrate the effects of brand extension and dilution through the lenses of brand development, luxury brands, and administrative heritage theories. The recent history of acquisitions and mergers involving luxury automobile brands provides background to the in-depth examination of these three specific instances. Conclusions are reached by comparing and contrasting the experiences of these firms relative to their mass-market siblings. Click here to read more…

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A Case Study on Brand Extension Committee: Red 7 Media

Red 7 Media owns two publications, Event Marketer Magazine and M10 Magazine. Event Marketer currently runs two conferences a year. The publisher wanted to measure the interest level M10’s audience of magazine publishers might have in the area of event marketing. So Red 7 Media took advantage of the timing of the Event Marketer conference to stage a one-day seminar for M10. Because event marketing was a completely new subject for many magazine publishers, Red 7 wanted to test the waters first with a low-risk project. Click here to read more…

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A Case Study on Market Segmentation

Forget nanotechnology. It’s Nana-technology (that is, grandmother-technology) that will make a big impression on this market. Marketers are beginning to recognize the need to redo product lines to accommodate the massive number of seniors who are about to cross the retirement threshold. Consumers are already beginning to see phone with larger numbers on their key pads, digital hearing aids to make music easier to listen to, programmable pill dispensers, and GPS systems that display. Click here to read more…

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A Case Study on Integrated Brand Management: 4Kids Entertainment

4Kids Entertainment, Inc. is an integrated, full-service brand management company that is committed to acquiring, developing, distributing and marketing children’s entertainment properties all over the world. 4Kids Entertainment is built on a vertically-integrated platform that includes the creation and development of television, motion picture, home video and music programming, merchandise licensing and website development.

4Kids Entertainment, Inc. is comprised of a group of companies including: 4Kids Entertainment Licensing, Inc., 4sight licensing solutions, Inc., 4Kids Productions, Inc., 4Kids Entertainment Home Video, Inc., 4Kids Ad Sales, Inc. and 4Kids Entertainment Music, Inc. Click here to read more…

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A Case Study on America’s Hottest Brands: 2K Sports

In the uber-competitive category of sports video games, how do you get gamers to part with $60 to buy your latest and greatest iteration when they’re perfectly happy playing last year’s release? If you’re 2K Sports, maker of the National Basketball Association (NBA) 2K video game, you stoke passion and inspire competition amongst your base.

The game beats out similar titles by goliaths Electronic Arts and Sony, and last year sold a record two million units, 40% more than in 2008. For eight years running, the 10-year old basketball franchise has been the No. 1-rated NBA simulation game, according to Gamerankings, an aggregator of game review scores. Click here to read more…

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A Case Study on Building Sustainability Into the Heart of a Brand: Procter & Gamble

Consumers can change their behavior if they are reassured about the cleaning performance of their products and if there are direct and broader benefits the consumer can easily perceive and for which independent reassurance is provided. There is clear evidence that P&G’s customers have taken the message and are washing at reduced temperatures without compromising on cleaning performance or convenience, while saving energy, money and reducing their ecological footprint. For P&G, Ariel Coolclean’s campaigns have strengthened brand loyalty, increased its consumer base, and further positioned P&G as a sustainable innovation leader. Click here to read more…

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