Publications
Publications
- August 2018 (Revised October 2020)
- HBS Case Collection
Tailor Brands: Artificial Intelligence-Driven Branding
By: Jill Avery
Abstract
Using proprietary artificial intelligence technology, startup Tailor Brands set out to democratize branding by allowing small businesses to create their brand identities by automatically generating logos in just minutes at minimal cost with no branding or design skills required. As it sets out to raise its Series B, the founders make some critical changes to their business model, moving to a subscription model and adding additional products and services to automate other parts of the branding and marketing process. Can algorithms, machine learning, and artificial intelligence help Tailor Brands outperform graphic designers and branding agencies in developing brand identities? And, can Tailor Brands differentiate itself from the many other logo generators popping up in the market?
Keywords
Startup; Services; Artificial Intelligence; Machine Learning; Digital Marketing; Brand Management; Big Data; Internet Marketing; Analytics; Marketing; Marketing Strategy; Brands and Branding; Information Technology; Entrepreneurship; Venture Capital; Business Model; Consumer Behavior; AI and Machine Learning; Analytics and Data Science; Advertising Industry; Service Industry; Technology Industry; United States; North America; Israel
Citation
Avery, Jill. "Tailor Brands: Artificial Intelligence-Driven Branding." Harvard Business School Case 519-017, August 2018. (Revised October 2020.)