A new study shows that when customers identify with a brand, an attack from an "outsider" will spur them to defend it by purchasing it.

Make it a part of your development goals.

First, I pinned down the source of my insecurity.

#MeToo and Black Lives Matter have inspired many companies to announce commitments to combating discrimination and racism. Commitments alone won''t dismantle systemic inequities, however. In this article two professors who have studied that problem present their solution: the Shared Sisterhood framework. It''s based on a set of practices they call Dig, Bridge, and Collectively Act, and though it initially was designed to help Black .....more

Spreadsheet supplement for case 523033.

In the summer of 2022, it became clear that Netflix would introduce an ad-supported tier alongside its existing subscription plans in the near future. Speculation abounded as to the details of the new tier: How many minutes of advertising would it include? What picture quality would it offer? How many screens could be viewed at the same time? And, critically, how much would it cost the consumer per month? In this exercise, students are tasked with .....more

Joy4Home Brands, the maker of novel houseware items, was gearing up for its launch. The company would be introducing two lines: kitchenware products and storage containers. The initial go-to-market plan called for a direct to consumer (DTC) channel strategy. While Joy4Home had a handle on its customer acquisition efforts, it had yet to determine the DTC pricing for each line. Moreover, two additional opportunities had recently emerged. The first was .....more

This case provides an overview of "Franz for Life," an advertising campaign that independent advertising agency Mekansim created and executed to revitalize the brand image of Franzia, a low-cost boxed wine. For several years, Franzia''s popularity declined among Millennial consumers, many of whom abandoned the brand for higher-priced wines as they grew older. In 2018, executives at The Wine Group (TWG), Franzia''s parent .....more

This case reveals the events that took place after the conclusion of the case "Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign." After reviewing Mekanism''s pitches for the Franz for Life 2.0 campaign, TWG executives felt that the proposed storyboards were not the right direction for the campaign, and requested that Mekanism develop a second round of storyboards. At the conclusion of the (B) case, TWG .....more

This case reveals the events that took place after the conclusion of the cases "Thinking Outside the Wine Box (A-B): Mekanism and the Franz for Life Campaign." After selecting a creative direction for the Franz for Life 2.0 campaign, independent advertising agency Mekanism must decide the campaign''s influencer marketing strategy as part of the media plan. Mekanism Chief Social Officer Brendan Gahan must review a proposed roster .....more