B2B | Chapter 06 | Chapter 15
B2B Marketing and the 95:5 Rule
Regular readers know my fascination with the Marketoonist. His cartoons (and associated commentary) always seem to hit the mark in a humorous way. I like…
Author: Joe Cannon
From Luxury to Everyday: How Brightland Is Rebranding Olive Oil Through Packaging
Brightland is an interesting brand with an interesting history. You can learn more by reading “Can Brightland’s new squeeze bottles help it win the olive…
- Artificial Intelligence | Chapter 07 | Chapter 09 | Chapter 13 | Chapter 15 | In-Class Activity | Market research | Promotion
#AI4M-Case Study: Clorox Uses AI to Transform Consumer Insights
Earlier this week, we posted about what AI might mean for advertising. This recent Wall Street Journal article, “How the Owner of Hidden Valley Ranch…
- Chapter 01 | Chapter 04 | Chapter 13 | Chapter 14 | Chapter 15 | Chapter 16 | In-Class Activity | Promotion | Video
From Shepherds to Soldiers to Strategists: Unconventional Marketing Contexts
Marketing isn’t just for selling products—it’s increasingly harnessed by institutions pursuing non-commercial goals. Whether it’s evangelism, enlistment, or civic engagement, the strategic use of segmentation,…
#AI4M*: More on AI and Critical Thinking
*Note: In the forthcoming 2026 release of Essentials of Marketing, we highlight content showing how AI is used in marketing with “#AI4M” (AI for marketing). We…
- Chapter 04 | Chapter 05 | Chapter 08 | Chapter 09 | Chapter 13 | Chapter 17 | In-Class Activity | Price | Product | Product life cycle | Promotion
Marketing to ‘Real People’: Eight Sleep’s Move from Tech Icons to Main Street
This Wall Street Journal article, “Musk and Zuckerberg Praise This $3,000 Smart Mattress Cover. Will Regular People Buy, Too?” offers an example of a company…
Case Study: Vacation Re-Positions Sunscreen With Retro Campaign
This article, “How Three Friends Built a Multimillion-Dollar Brand by Making Sunscreen Fun Again” (Wall Street Journal, July 19, 2025) provides a mini case study…
Lego keeps rocking…
Readers of Essentials of Marketing may recall that the case opener for Chapter 4 features LEGO. The company is a great case study and fits…
- Chapter 02 | Chapter 03 | Chapter 04 | Chapter 05 | Chapter 08 | Chapter 16 | Flip Exercise | In-Class Activity | International | Marketing strategy planning | Place | Positioning | Price | Product | Promotion
Case Study: Crocs in China
Black Crocs shoes with Jibbitz charm decorations.
