Situation & Opportunity With the goal of exposing younger audiences to one of the world’s greatest symphony orchestras, The San Francisco Symphony’s auxiliary created Symphonix in 1991. The group raises money to support the Symphony by attracting corporate sponsors, hosting high-profile social events, as well as selling group performance packages to its members. Other major… Continue reading San Francisco Symphony
Situation & Opportunity As a nonprofit federation of member stations, National Public Radio’s primary challenge was to expand revenue sources to secure ongoing funding. Key to this goal was the ability to attract a broader audience by appealing to younger listeners and penetrating new geographic markets. By clearly defining a brand proposition and increasing awareness, the… Continue reading NPR
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 The World League of American Football was established as a joint venture between the National Football League (NFL) and Fox Broadcasting to introduce and promote American-style football outside the U.S. with the goal of marketing the sport through media and licensed goods. Though the World League originally had teams in Europe, Canada, and… Continue reading NFL Europe
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