Kozmo
Growth Key: SHOW WHO’S COMING.
Launched a new category, not just a new brand with end-to-end branding and communications.
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JetBlue
Growth Key: FLYING IS LIFESTYLE.
Built a successful partnership between these two great lifestyle/entertainment brands.
Investools
Growth Key: RISK IS GOOD.
Grew sales among the most lucrative target, very active traders, by over 30%. Utilized unpaid media to get maximum exposure vs. spend.
Island
Growth Key: LIFESTYLE SELLS, EVEN B2B MARKETPLACES.
Moved Island from distant #2 to #1 ECN in less than a year, then took over former market leader and did it again!
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.”
