Publications
Publications
- April 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 prepares to raise a Series B round of venture funding, 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
Marketing; Brands and Branding; Marketing Strategy; Advertising Industry; Technology Industry; United States; North America
Citation
Avery, Jill. "Tailor Brands: Artificial Intelligence-Driven Branding." Harvard Business School Teaching Note 520-103, April 2020.
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