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In 2009, Samsung invited Professor Bernd Schmitt to advise the company about how it could transform its brand and appeal to consumers on an emotional level. Although Samsung was generally well-regarded for its technological skill and steady execution, it had a reputation for lacking innovation and creativity. In this case, students accompany Schmitt on his journey from Seoul to Silicon Valley to Las Vegas as he discovers how a revolutionary new camera might change consumers' perception of the brand.
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As a global B2B software company realizes confusing corporate branding is hurting its market position, how can it redefine its image and create a consistent marketing message with a strong brand promise?
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As a global B2B software company realizes confusing corporate branding is hurting its market position, how can it redefine its image and create a consistent marketing message with a strong brand promise?
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What cultural clues is the new Director of Marketing at an established consulting firm ignoring?
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When two Scrabble-loving brothers in India create a Facebook phenomenon that pits them against the toy giant Hasbro, can anyone win?
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Would the sale of Sears's credit business to Citigroup help to rejuvenate its languishing core retail business?