Hard Rock Hotel & Casino
Growth Key: PARTYING AS CREDENTIAL.
Repositioned the brand to appeal to the “advanced partying” set.
GoSMILE
Growth Key: Smile as Style.Repositioned tooth whitener brand from oral care to lifestyle/fashion with an end-to-end relaunch.
Fifth Third Bank
Growth Key: UNREWARDS.
Identified key insight about Fifth Third’s conservative Midwest customer — rewards needed to be real. Immediately increased participation and redemption.
eBay
Growth Key: Reposition from Shopping to Game. Guerilla/buzz promotion glamorized the excitement of winning an auction by encouraging people to “top their trophy.”
Crunch Fitness
Growth Key: Reposition as Entertainment. From small independent to urban empire. 20% month-over-month membership increases for 24 months by re-framing the competitive set from fitness to entertainment.
Comcast
Growth Key: Turn distrust into love.
This leading cable company grew acquisition efficiency by over 63% and reduced attrition by over 10%.
American Red Cross
Growth Key: HEROISM.
Attracting younger blood donors to help the American Red Cross grow.
