Situation & Opportunity First brewed in 1883 and once New York’s preeminent brand represented in ads by John Wayne, Ella Fitzgerald, James Dean, and Paul Newman, among scores of other luminaries, the long independent Rheingold Beer succumbed to the emergence of large breweries like Budweiser and Miller, and was purchased by the Pepsi Bottling Company of New… Continue reading Rheingold Beer
Situation & Challenge On the north slope of the Silverado Trail in Napa Valley, Hourglass Vineyards occupies six acres that form a shape much like an hourglass. The vineyard lies at a bedrock outcropping of the Mayacamas Mountain Range that protrudes out to the middle of the valley, thus creating a pinch with a microclimate… Continue reading Hourglass Vineyards
Situation & Challenge Looney Tunes is one of Warner Brothers’ most historic and valuable brands. Its appeal attracts hundreds of companies who license the use of the Looney Tunes brand on thousands of products around the world. Yet with independent licensees offering a tremendous range of products, it became increasingly challenging to maintain brand consistency… Continue reading Looney Tunes
Situation & Opportunity Shutterfly was founded in 1999 as a comprehensive online photo service catering to the burgeoning digital photography market. The service enabled users to upload their digital photos to be shared in virtual slide shows, printed for traditional photo albums, or applied to any number of items including calendars, mugs, t-shirts, tote bags,… Continue reading Shutterfly
Situation & Challenge Jackson Family Wines is well known for its Kendall Jackson Chardonnay brand, among the best selling wines in the United States. Yet while many associate the “Jackson” brand with the mass-market audience that its flagship vintage serves, the company also caters to an elite cadre of wine enthusiasts. Jackson owns nearly three-dozen… Continue reading Jackson Wines