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Gillette: The Best Controversy a Man Can Get
Allison Johnson; Neil Bendle; Angela WangCase IVEY-9B20A072-EMarketingIn March 2019, the head marketing consultant at an advertising agency was thinking about a new pitch for the Gillette brand, which had just experienced a tumultuous two months. In January 2019, Gillette’s controversial “We Believe” ad had been released toStarting at €8.20
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Membership Rewards from American Express
Santana, Shelle; Frei, Frances X.; Pickle, Lauren G.Case HBS-518079-EMarketingCredit and charge card issuer American Express (Amex) had developed a strong reputation among consumers due in part to its Membership Rewards (MR) loyalty program, first established in 1991. Through MR, all Amex cardholders could accumulate and redeem "points" based on how much they spent, while customers with Amex's Gold and Platinum Cards received additional perks. By 2016, however, the U.S. credit card market had become increasingly competitiv...Starting at €8.20