GoPro: How User Content Became the Marketing Engine
A TV commercial is ignored, but a viral stunt is shared. See how GoPro mastered user content to win the market.
Section
Brand Thinking
Positioning, architecture, and the long argument a brand makes with itself.
179 articles
Lululemon: How Community Branding Built a Premium Activewear Brand
Why pay for ads when teachers can sell for you? Discover how community branding built Lululemon’s $10 billion empire.
Notion: How Community-Led Growth Built Product Evangelists
Stop wasting money on ads. Learn how Notion used community-led growth to turn regular users into a massive global sales team.
Pinterest: How Visual Discovery Became the Product Experience
Stop forcing users to read text. Learn how Pinterest used visual discovery to turn a simple picture board into a massive business.
Lush: How Ethical Branding Became Part of the Product
Lush shows how ethical branding can become part of the product itself, shaping everything from sourcing and packaging to customer experience.
Hermès: How Scarcity Protects Luxury Demand
Hermès shows how craftsmanship, controlled scarcity and exclusivity can protect luxury demand and sustain desire for premium products.
Dropbox: How Referral Marketing Accelerated User Growth
Stop wasting money on expensive ads. Learn how Dropbox used referral marketing to grow from 100k to 4 million users in months.
Canva: How Simplicity Opened Design Accessibility to Everyone
Why do millions use Canva instead of complex software? Discover how design accessibility drives massive user growth.
Ryanair: How Low-Cost Positioning Became Its Identity
Ryanair turned Low-Cost Positioning into a powerful brand identity by making affordability the foundation of its entire business model.
Häagen-Dazs: How Perception Created a Premium Brand
Häagen-Dazs turned a simple ice cream into a premium experience by using perception, positioning, quality and exclusivity.
Duolingo: How Gamification Made Learning Addictive
A textbook is boring, but a game is addictive. See how Duolingo mastered gamification to build a massive global business.
Patek Philippe: How Exclusivity Creates Desire
Patek Philippe shows how scarcity, craftsmanship and controlled access can turn luxury watches into objects of enduring desire.