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  • May 2021 (Revised August 2021)
  • Case

Melissa Wood Health: How to Win in the Creator Economy
By: Eva Ascarza
In October 2020, Melissa Wood-Tepperberg, founder of the digital subscription wellness platform Melissa Wood Health (MWH) and creator of ‘The MWH Method,’ was evaluating the strategic directions of her company. What had started as a way to share workouts and wellness...  View Details
Keywords: Lifestyle Brand; Brands and Branding; Strategy; Partners and Partnerships; Negotiation
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  • April 2021
  • Teaching Plan

Nehemiah Mfg. Co.: Providing a Second Chance
By: Brian Trelstad and John Masko
Teaching Plan for HBS Case No. 320-008. In 2009, Dan Meyer and Richard Palmer, two veterans of the fast-moving consumer goods (FMCG) industry, founded Nehemiah Manufacturing to build FMCG brands while providing jobs to Cincinnati, Ohio’s beleaguered urban core. Two...  View Details
Keywords: Social Entrepreneurship; Retention; Selection and Staffing; Employment; Human Capital; Growth Management; Brands and Branding; Social Marketing; Mission and Purpose; Prejudice and Bias; City; Urban Scope; Consumer Products Industry; Manufacturing Industry; Ohio; United States
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  • December 2020
  • Case

Château Margaux: Serving Up the Third Wine
By: Elie Ofek
In fall 2019, Corinne Mentzelopoulos, owner of the famous first-growth Château Margaux, is pondering a series of decisions with respect to the chateau's third wine. Margaux du Château Marguax, as this wine was called, was launched in 2013 with a particular goal in mind...  View Details
Keywords: Brand Management; Pricing; Wine Industry; Marketing Strategy; Product Marketing; Performance Evaluation; Price; Distribution Channels; Growth and Development Strategy; France
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  • October 2020
  • Case

Unison Capital Korea: Gong Cha
By: Victoria Ivashina and Sangyun Lee
In the Spring of 2017, Soomin Kim, Founding Partner of Unison Capital Korea, and his team were debating the potential exit of Unison Capital Korea’s investment in Gong Cha Korea, the sole local franchisor of the premium milk tea brand that they proprietarily sourced...  View Details
Keywords: Exit; Strategic Decision Making; Private Equity; Investment; Strategy; Investment Return; Decision Making
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  • September 2020
  • Supplement

Commonwealth Joe: January 2020 Update from CEO Robert Peck
By: Alexander J. MacKay
At the end of 2016, the leadership team of Commonwealth Joe Coffee Roasters—Robert Peck, Chase Damiano, and Jeremy Martin—had begun an ambitious retail expansion strategy in the Washington, D.C. metropolitan area for their specialty coffee business. That October, they...  View Details
Keywords: Cold Brew Coffee; Specialty Coffee; On-premise Coffee Market; Retail Expansion Strategy; Entrepreneurship; Business Model; Brands and Branding; Expansion; Strategy; Decision Making; Food and Beverage Industry; Retail Industry
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  • June 2020
  • Teaching Note

Brand Storytelling at Shinola
By: Jill Avery, Giana M. Eckhardt and Michael Beverland
Detroit, Michigan, aka “The Motor City,” is known as the birthplace of most of the American classic automotive brands. It is a city filled with the rich history of the industrial age, the pride of American manufacturing, and of the soulful sounds of Motown music. It is...  View Details
Keywords: Brand Storytelling; Brand Management; Brand Management Of Places; Luxury Brand; Marketing; Brands and Branding; Marketing Communications; Advertising; Luxury; Marketing Strategy; Consumer Products Industry; United States
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  • June 2020 (Revised August 2021)
  • Case

Time Out: The Evolution from Media to Markets
By: Kate Barasz and Eva Ascarza
In February 2020, Time Out’s chief executive officer Julio Bruno is evaluating the strategic direction of the company. Over the span of five decades, Time Out — the global media and entertainment brand — had gone from a self-published counterculture publication in...  View Details
Keywords: Branding; Media Businesses; Hospitality; Hospitality Industry; Digital; Brands and Branding; Media; Marketing; Marketing Strategy; Organizational Change and Adaptation; Strategy; Media and Broadcasting Industry; Food and Beverage Industry; United Kingdom; United States
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  • May 2020 (Revised August 2020)
  • Case

Brand Storytelling at Shinola
By: Jill Avery, Giana M. Eckhardt and Michael B. Beverland
Detroit, Michigan, aka “The Motor City,” is most known as the birthplace of most of the American classic automotive brands. It is a city filled with the rich history of the industrial age, the pride of American manufacturing, and of the soulful sounds of Motown music....  View Details
Keywords: Marketing; Brands and Branding; Marketing Communications; Advertising; Luxury; Consumer Products Industry; Apparel and Accessories Industry; Retail Industry; Detroit; United States; North America
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  • March 2020
  • Article

The Role of Numbers in the Customer Journey
By: Shelle Santana, Manoj Thomas and Vicki Morwitz
At each stage in customers’ journeys, they encounter different types of numeric information that they process using different judgment strategies. Relevant numbers might include budgets, price, product attributes, product counts, product ratings, numbers in brand...  View Details
Keywords: Numbers; Heuristics; Numerical Cognition; Pricing; Customer Journey; Information; Consumer Behavior
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  • October 2019 (Revised October 2020)
  • Case

Nehemiah Mfg. Co.: Providing a Second Chance
By: Michael Chu, Brian Trelstad and John Masko
In 2009, Dan Meyer and Richard Palmer, two veterans of the fast-moving consumer goods (FMCG) industry, founded Nehemiah Manufacturing to build FMCG brands while providing jobs to Cincinnati, Ohio’s beleaguered urban core. Two years later, the pair made their first...  View Details
Keywords: Social Entrepreneurship; Retention; Selection and Staffing; Employment; Human Capital; Growth Management; Brands and Branding; Social Marketing; Mission and Purpose; Prejudice and Bias; City; Urban Scope; Consumer Products Industry; Manufacturing Industry; Ohio; United States
Related
  • September 2019 (Revised June 2021)
  • Case

Dove and Real Beauty: Building a Brand with Purpose
By: Mark R. Kramer, Myriam Sidibe and Gunjan Veda
Unilever subsidiary Dove soap became a "brand with a purpose" and created shared value when the company decided to launch a Campaign for Real Beauty to combat the artificial media-driven stereotype of female beauty that causes appearance anxiety in women and girls...  View Details
Keywords: Stereotype; Body Image; Female; Self-Esteem; Brands and Branding; Mission and Purpose; Advertising Campaigns; Gender; Resource Allocation
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  • August 2019 (Revised April 2021)
  • Case

Zillow Offers: Winning Online Real Estate 2.0
By: Luis Viceira, Marco Di Maggio and Allison Ciechanover
Founded in 2005, Zillow had become the leading online real estate and home-related marketplace. The brand was recognized as a trusted resource for players in the real estate market, providing information and transparency on home prices. Revenue, which was historically...  View Details
Keywords: Real Estate; Corporate Culture; Intermediation; Brokerage; Startup; Evaluating Business Investments; Property; Technology; Business Model; Expansion; Business Startups; Real Estate Industry; Media and Broadcasting Industry; United States
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  • August 2019
  • Case

Legrand's Acquisition of Milestone
By: C. Fritz Foley and F. Katelynn Boland
In June 2017, Legrand, a global specialist in electrical and digital building infrastructure which was a serial acquirer, announced it had signed an agreement to buy Milestone AV Technologies, a leading designer and manufacturer of branded audio-video products. This...  View Details
Keywords: Mergers ＆ Acquisitions; Acquisition Strategy; Mergers and Acquisitions; Management; Strategy; Corporate Finance; Electronics Industry; Europe; United States
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  • 2020
  • Working Paper

Pushed into a Crowd: Repositioning Costs, Resources, and Competition in the RTE Cereal Industry
By: Young Hou and Dennis Yao
This paper exploits a natural experiment involving self-regulation in the ready-to-eat (RTE) breakfast cereal industry to evaluate how firms respond to entry in light of changes in competition and to estimate the value of brand equity as products are repositioned....  View Details
Keywords: Positioning; Resources; Competitive Dynamics; Non-market Strategy; Goods and Commodities; Governing Rules, Regulations, and Reforms; Product Positioning; Food and Beverage Industry
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  • May 2019
  • Case

Whiskey and Cheddar: Ingredient Branding at the Caesan Cheese Cooperative (Brief Case)
By: John A. Quelch and Katherine B. Hartman
The Caesan Cheese Cooperative is considering introducing a new high-quality, high-margin artisan whiskey cheddar cheese. Deidra Kelly, vice president of marketing and product development at Caesan, must recommend to the Board of Directors whether to launch the product...  View Details
Keywords: Brands and Branding; Product Development; Management; Product Marketing; Product Positioning; Marketing Strategy; Partners and Partnerships; Food and Beverage Industry
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  • January–February 2019
  • Article

What Does Your Corporate Brand Stand For?
By: Stephen A. Greyser and Mats Urde
While most firms are adept at defining product brands, they’re less sure-footed with their corporate brands. What exactly does a parent company’s name represent, and how is it perceived in the marketplace?
A strong corporate identity provides direction and...  View Details
Keywords: Organizations; Identity; Brands and Branding; Reputation; Management Analysis, Tools, and Techniques; Corporate Strategy
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  • December 2018
  • Teaching Note

The Swedish Academy #MeToo Scandal and the Reputation of the Nobel Prize
By: Stephen A. Greyser and Mats Urde
A classroom guide to teaching the case, “The Swedish Academy #MeToo Scandal and the Reputation of the Nobel Prize” (HBS No. 5-919-410). A fictional case protagonist must present his evaluation to the Nobel Foundation of the scandal affecting one of the Nobel...  View Details
Keywords: Nobel Prize; Swedish Academy; Scandal; Reputation; Brands and Branding; Crisis Management
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  • December 2018 (Revised October 2019)
  • Case

Barteca: The Challenge and Opportunity of Private Equity
By: Lena G. Goldberg and Michael S. Kaufman
Andy Pforzheimer and Sasa Mahr-Batuz, co-founders of a highly successful seven-location restaurant brand, had just opened the first location of a new brand. They had mapped out future expansion for both brands but wondered if, rather than lining up an assortment of...  View Details
Keywords: Restaurants; Brands and Branding; Expansion; Private Equity; Strategy; Decision Making
Related
  • December 2018 (Revised December 2019)
  • Case

Commonwealth Joe Coffee Roasters
By: Alexander MacKay and Ramon Casadesus-Masanell
At the end of 2016, the leadership team of Commonwealth Joe Coffee Roasters—Robert Peck, Chase Damiano, and Jeremy Martin—had begun an ambitious retail expansion strategy in the Washington, D.C. metropolitan area for their specialty coffee business. That October, they...  View Details
Keywords: Cold Brew Coffee; Specialty Coffee; On-premise Coffee Market; Retail Expansion Strategy; Entrepreneurship; Business Model; Brands and Branding; Expansion; Strategy; Decision Making; Food and Beverage Industry; Retail Industry
Related
  • February 2018
  • Case

Montes Calcados: A Step Ahead
By: James L. Heskett and James T. Kindley
Montes Calçados (MC) is a well-known "fast-fashion" Brazilian manufacturer of casual, but fashionable, shoes for women aged 18–35 in major cities worldwide. To boost its declining revenues, MC must evaluate two growth options: whether to expand distribution online (at...  View Details
Keywords: Brands and Branding; Distribution Channels; Growth and Development Strategy; Marketing Strategy; Global Range; Apparel and Accessories Industry; Retail Industry
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