Tequila or Patrón: how the music industry and some high-risk creativity blew away the competition

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After being in the business for just over 30 years, Patrón has established itself as a trendy, respected, globally recognized brand with annual sales in the billions. It has blown away the competition,… Continue reading

Doritos: reaching new audiences one scream at a time

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Who doesn’t love the idea of pulling open a bag of crispy Doritos chips? We’re all willing to face the reality of cheese-covered fingers just to get a taste of those crispy snacks.… Continue reading

A business, man: 3 tips JayZ used to build his brand

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In a moment of lyrical genius, JayZ proclaims he’s “not a businessman, but a business, man” in his guest verse on Kanye West’s 2005 hit Diamonds From Sierra Leona (the remix). Since his… Continue reading

Puma establishes itself as a lifestyle brand: three tips for successful rebranding

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What are the first three words that come to your mind when you think of the Puma brand? Soccer? Soccer shoes? Athletic equipment? I mention these words because the company’s history generally points… Continue reading