Case Studies | Product And Branding Strategies Decoded Skip to content


Case Studies

Why Google Struggles With Hardware.

Why Can’t I jump On The Google Train?

Amidst much of the criticism and skepticism that Google has faced over the years, I have always had a lot of respect for how the search engine has evolved. Google has made several obvious, and sometimes questionable, extensions to its product portfolio en route to a market cap of over $900B. In particular, I’d like to discuss their interest in hardware.… Continue reading →

Tropicana’s Packaging Redesign Struggle.

It’s Time For A Change

In 2009, Tropicana, a Pepsico-owned juice brand, decided to undergo a packaging overhaul. However, less than two months in, Tropicana pulled the plug and reverted to its original design.

Apparently, Tropicana had suffered a 20% drop in sales and its market share was eroding quickly. This was cause for concern because the entire refrigerated orange juice category posted flat sales during the same period.… Continue reading →

Moleskine’s Brand Extensions Explained

An Italian Job

To understand Moleskine’s brand extensions, one needs to go back to its origin. In the late 1990’s Modo & Modo, a small Milanese publisher brought back the original notebook under the Moleskine brand. The notebook was inspired by the legends of yesteryears, artists and thinkers like Vincent Van Gogh and Pablo Picasso. 

It wasn’t the most apt of times to launch a project like this given the dawn of the digital revolution and the fact that the industry was already well stocked with cheaper alternatives.… Continue reading →

The Curious Case Of The Lamborghini Countach

Quirky But Awesome

In 1988, Lamborghini released a new Countach edition to mark its 25th anniversary. It was and still is one of the world’s most iconic road cars to have ever been built.

The Countach was first commercialized in 1974 after appearing as a concept car at the Geneva Motor Show in 1971. It was originally designed by Marcello Gandini at Bertone and remained in production until 1990.… Continue reading →

Facebook’s Brand Image Gets A Facelift, 2019.

This Is The New Me

Facebook’s brand image has hit a rough patch in recent years. The social media giant has found itself at the center of several privacy scandals, electoral controversies, hate speech and misinformation.

In addition, an Edison research study estimated 15 million fewer users in the US today than in 2017. The US being Facebook’s most lucrative market, brings in more than 40% of advertising revenue.… Continue reading →

Apple iPod – How A Tech Giant Rose.


CASE: The Apple iPod shook the tech world. Industry pundits looked at it skeptically, not because of its functionality, but because it was a portable music player launched by a company that had no business in music entertainment. How did Apple pull it off?

The Apple iPod cometh

In October 2001, a middle-aged man came up on stage, pulled out what seemed like a shinny cigarette holder and introduced it with a clincher, “an entire music library in your pocket”.… Continue reading →

Decoding Alphabet’s Brand Portfolio

Was This Really The Alpha-bet?

To gain clarity on Alphabet’s brand portfolio, we need to understand the circumstances surrounding its creation. For that, we need to look towards Google. Google has acquired several promising businesses over the years, many of which come from a diverse set of industries that don’t often reflect Google’s immediate interests. This makes it very difficult for a company like Google to retain a sense of individuality while allowing sister concerns to develop from within its fold. … Continue reading →