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…
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,…
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…
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…
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…
Black Crocs shoes with Jibbitz charm decorations.
*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)….
Most of our students can relate to the fast food market–and some of the pricing and value issues these businesses are facing. This article from…
The Hermès Birkin and Walmart Wirkin offer contrasting case studies on luxury branding and consumer accessibility. While Hermès employs scarcity and exclusivity to position the…