Apparel Manufacturer

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Apparel Manufacturer -- Brand Consulting Case Developing a U.S. market entry strategy Challenge Coalition of Australian textile, footwear and apparel manufacturers looking to enter U.S. market through focused brand strategy Limited understanding of U.S. consumer, retail, and distributor dynamics Lack of brand awareness and limited resources to support consumer [...]

Auto Manufacturer #1

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Automotive Manufacturer #1 – Brand  Consulting Case Building a brand architecture and individual brand identities across the portfolio Challenge Current brands showing signs of diminished relevance and reduced competitive differentiation Competitors aggressively pursuing market-driven strategies, including segmentation and brand management disciplines Historical internal, R&D and sales-driven approach to building [...]

Auto Manufacturer #2

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Auto Manufacturer #2 -- Brand Strategy Consulting Developing a comprehensive brand strategy, including a how-to-win brand extension, for the dealer services organization Challenge Auto maker with significantly improving vehicle quality, design and customer satisfaction Consumer perceptions of brand (sales, service, after-purchase support) lags performance based on history of poor [...]

Consumer Products

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Consumer Products – Brand Consulting Case Leveraging and extending the brand to capture new revenue streams Challenge Declining market share and decreased category consumption due to disruptive digital technologies Strengths in existing brand equity and mass channel distribution Action Brand equity assessment to identify potential [...]

Digital Marketing

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Digital Marketing – Consulting Case Developing and implementing a digital marketing strategy for improved efficiency, including paid and organic search Challenge Services enterprise looking to improve marketing efficiency and effectiveness, as it seeks aggressive expansion (double in size through acquisition and organic growth) Historical reliance on traditional media (local print, [...]

Economic Development

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Economic Development – Place Branding  Developing a major metropolitan masterbrand strategy to drive economic development Challenge Multiple internal constituents charged with economic development in a complex, decentralized environment Actual “product” experience far exceeds “going-in perception” Diffused branding efforts by “siloed” organizations (multiple targets, logos, taglines, and websites) [...]

Energy Provider

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Energy Provider – Corporate Brand Consultants Case Implementing a brand architecture across a leading global energy company Challenge Company historically operated under a business unit structure – with each BU having its own strategies, processes and organizations Corporate brand architecture was broadly established, consisting of corporate brands and three [...]

Financial Services #1

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Financial Services #1 – Brand Consulting Case Establishing a strategic positioning for a newly formed business Challenge Diversification strategy into non-traditional banking services Acquisition of human resources consulting and outsourcing companies Unclear brand architecture and strategic positioning at both the corporate and HR-sector level Action Customer [...]

Financial Services #2

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Financial Services #2 – Marketing Consulting Case Developing a marketing strategy and plan for a fixed income broker-dealer Challenge Diverse set of clients and business partners, including broker-dealers, institutional investors, financial advisors and issuers Strong historical growth tied to underwriting and distributing fixed income securities and structured notes Recent [...]

Food Company

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Food Company #1 – Brand Consulting Case Developing a comprehensive brand strategy to reposition a food company Challenge Multi-category retail and food service company, facing slowing category and brand growth Regionally diverse brand equity, driven by historical growth through distribution and reliance on “push” strategies Newer markets and new product launches [...]

Healthcare Insurance

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Healthcare Insurance Provider -- Marketing Consulting Case Developing a consumer-centric growth strategy and action plan including integrated brand and marketing concepts Challenge Healthcare insurance provider’s dental division undergoing transformational change, due to healthcare reform and other factors Complex marketing, sales and business development approach (e.g., providers/dentists, patients, employers, captive [...]

Industrial Products

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Industrial Products – Brand Consulting Case Developing a brand strategy and plan for a industrial products company, working across business units Challenge Manufacturing company focused on merging and managing acquired manufacturing assets and products (ductile pipes, valves and fittings) Significant opportunity to improve marketing efficiency and effectiveness by managing [...]

Insurance Provider

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Insurance Company – Brand Consulting Case Extending an insurance brand to capture adjacent market opportunities within financial services Challenge Property & casualty (P&C) insurer looking to extend into financial services, through professional advice, planning and products (e.g., life insurance, annuities, etc.) Existing brand image (i.e., risk reduction, protection) skewing [...]

Internet-of-Things Partnership

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Internet-of-Things (IoT) Technology Partnership – Marketing Consulting Case Developing a unified marketing strategy and plan for computer hardware, software and networking partners Challenge Leading technology company and business partners looking to solidify their position in an emerging technology and networking sector Diverse group of companies, lacking common vision, objectives, [...]

Media and Publishing

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Magazine Publisher -- Innovation Consulting Case Developing and implementing an innovation strategy, process and organizational guidelines for a leading weekly publication Challenge Leading brand of celebrity and human-interest stories (i.e., the corporation’s cash cow) Historical track record of innovation, balancing editorial and publishing requirements Stalled innovation due to perceived business [...]

Mobile Phone Company

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Mobile Phone Start-Up – Brand Consulting Case Launching a new mobile phone for kids Challenge Emerging company developed differentiated product concept (i.e. 3-button cell phone) targeting kids, aged 7 – 14 With low barriers to entry (among current category players) and constrained resources, brand development is key [...]

Multi-Channel Retailer

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Multi-Channel Retailer – Brand Consulting Firm Case Solidifying the brand positioning of a women’s specialty retailer and day spa Challenge Multi-channel retailer of women’s apparel, jewelry, gifts, and accessories, including day spa in select locations Rapid, historical growth resulting from significant channel, geographic and product line expansion Recent growth slow-down [...]

Nutritional Supplements

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Nutritional Supplements Developing a new brand and category expansion opportunities for nutritional supplements food company Challenge Hawaiian-based, provider of nutritional supplements within natural foods (e.g., microalgae) Strong presence in Hawaii, within natural food stores, and with certain mainland retailers Considering a separate brand for penetrating new retailer accounts, outside [...]

Personal Development

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Personal Development – Marketing Consulting Case Developing a marketing strategy and launch plan for personal development company Challenge Start-up personal development company looking to refine core concept (Lifebook) and expand via multi-channel marketing (seminar, online, newsletter, etc.) General lack of understanding regarding consumer approach to personal development [...]

Technology Transfer

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University Technology Transfer – Innovation Consulting Case Identifying and evaluating where-to-play market opportunities for a new technology platform Challenge University-sponsored venture accelerator evaluating decision to invest in technology start-up Limited success with initial product concept/market segments, due to a number of factors Range of other tech transfer opportunities identified, though no [...]