The Sweet Spot

Zappos Case Study: How Customer Service Built a Billion-Dollar Brand

The Origin Story: Placing Bets on Unconventional Strategies A direct-selling model for an online shoe store seemed problematic in 1999 because people doubted buying shoes without trying them fi...

Brand Transformation Case Studies: How Old Spice, Burberry, and Airbnb Reinvigorated Their Identities

Brand identity extends beyond logos and slogans because companies must transform their perception to achieve meaningful change in the marketplace. We'll examine how companies including Old Spice an...