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Magic Murray's Viral Videos
Colin McDougall; Holly EarithCase IVEY-9B17A052-EEntrepreneurship, MarketingIt was September 28, 2015 when Murray Sawchuck, an award-winning magician and headline performer in Las Vegas received an e-mail from Seth Leach, a young, but accomplished creator of viral videos based in Denver, Colorado. Leach felt strongly that Sawchuck’s talent for magic and comedy had great social media potential and that a meaningful collaboration could be developed between them. An initial test video was recorded and was an instant viral s...Starting at €8.20
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Next Generation Green: White Dog Cafe and Its Evolving Brand Identity
Diane M. Phillips; Jason PhillipsCase IVEY-9B18A016-EEntrepreneurship, MarketingIn May 2017, The White Dog Cafe (White Dog) had been under new ownership for seven years, had opened two new locations, and had continued most of the initiatives that had made it one of the most well-respected and sustainably run restaurants in the United States. But the restaurant was still relatively unknown. How could White Dog’s director of marketing convince owner Marty Grims that a brand management agency could help the White Dog brand evol...Starting at €8.20
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Wrist & Rye: Curing the Naked Wrist Syndrome
Michael Taylor; Colin McDougall; Brent WinstonCase IVEY-9B17A051-EEntrepreneurship, MarketingIn 2015, Wrist & Rye Inc. was a new start-up venture in London, Canada, created by several undergraduate students who all had a passion for male fashion. Designed for young, working, professional men, the company's high-end beaded bracelets and accessories were all about looking cool and being associated with the brand. Each bracelet had a story centred on a specific cocktail to create a sense of bonding that could enhance conversations among the...Starting at €8.20
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Sustainable Growth at TerraCycle: Should Manufacturing Be Moved
Diane M. Phillips; Jason Keith PhillipsCase IVEY-9B16A010-EEntrepreneurship, Marketing, StrategyAs of April 2012, TerraCycle had witnessed exponential growth over the past few years due to its unique value proposition of creating a line of consumer products out of trash. With continued global expansion, the firm’s biggest challenge was how to move forward while staying true to its mission to eliminate as much waste as possible from landfills, make fun products that consumers liked, and turn a profit. Operationally, TerraCycle was losing mon...Starting at €8.20
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Toboggan Brewing Company: Sliding to Success
Colin McDougall; Carly ArmstrongCase IVEY-9B19A035-EEntrepreneurship, MarketingIn 2017, the owner of Toboggan Brewing Company (Toboggan) needed to increase production capacity for his craft beer without making a capital investment. Toboggan was a very small player in the Ontario market; however, its craft beer had significant opportStarting at €8.20