Category: Product
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What Happened to Grace from Boston?
When a brand manages to upset its current customers, future customers, and their non-riding friends in 30 short seconds, it may have misunderstood its audience.
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First The Bubble, Then The Burst
When Beanie Babies shifted focus, the brand abandoned its original purpose and its audience
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Don’t Take Your Eye Off the Ball
A compelling story is the first step to building a brand, but if it doesn’t align with an organization’s actions, it undermines its hero with a bitter betrayal.
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Customers Don’t Give a Duck
Experience, and the story that defines it, are what propels marketing forward. Not vice-versa.
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Google It, Xerox It, FedEx It, Post-It: How Story Can Help Prevent Brand “Genericide”
Emotional storytelling makes well-known names meaningful — and unforgettable.
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Falling in with the “Bad” Crowd
When brands fail to define their story, the wrong customers take control — reshaping their image in ways that can be hard to undo.
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Collaborative Cultures Cultivate the Cheesiest Concepts
Flamin’ Hot Cheetos Shows the Janitor May Be Your Next Product Leader In the years since they entered the market in 1992, Flamin’ Hot Cheetos have transcended simple snack-status to become an undeniable cultural phenomenon. They’ve served as a sartorial muse for Katy Perry and inspired new culinary creations such as a Flamin’ Hot Cheetos bagel…
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Birchbox, and Why Even the Best Products Still Fail
Why Birchbox lost to Ipsy even with the same product and a head start
