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When to Bond with Customers Through Targeted Co-Branding Sponsorships

1/31/2020

Corporate Challenge: Strategically changing logo branded colors to attract fan-based consumers.

Ironbound Strategy: Powerful brands are always seeking to forge strong meaningful relationships with their stakeholders. Friendships are built on common interests. By changing branded colors to show genuine team support, brands can become fans and build comradery among enthusiasts.

Ironbound Action: Sports and team spirit bring different people together into one shared community. Brands can also entrench themselves into these communities by showing their support with team colors. Beverage maker Bud Light has capitalized on this opportunity through sponsored NFL team cans. Bud Light co-branded cans are so popular that super fans outside of home team markets desperately want them too. The tactic of co-branding through team sponsorships works best when reaching consumers faithfully devoted to a team.

* America drinks approximately 325 million gallons , roughly $1.3 Billion, of beer on Superbowl Sunday. Superbowl viewership peaked in 2015 at 115 million and has since been in decline with about 98 million viewers in 2019. NFL received approximately $1.4 Billion in sponsorship revenues during the 2018 season, a 5.1 % increase over the previous year.

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Startups Creating More Value with Vertical Integration

1/17/2020

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Image: Harry's Shave Club

Corporate Challenge: Assuring startup success.

Ironbound Strategy: Startups that create value for customers, employees, and society can grow their brand presence faster than their competitors.

Ironbound Action: New York based Harry’s Shave Club is a startup that vertically integrated manufacturing to distribution from the very beginning. By owning verticals Harry’s was able to provide high quality products at lower than expected prices. Owning verticals allowed Harry’s to create a second brand, Flamingo, to provide personal care solutions for women, and double their brand presence. When a startup is vertically integrated, it has similar advantages to the competition, but with nimbleness to outcompete them. By ceaselessly creating value for customers and society, any brand can exponentially grow, even in slow growth spaces.

* Harry’s grew from 0 to 2 million customers in 3 years. Currently Harry’s is worth over $1.4B. The shaving market is slow to grow at 4.6%. The key to Harry’s success was to take market share away from competitors by creating an overwhelming amount of value for customers, employees, and society.

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Why Startups Must Have a Meaningful Purpose to Succeed

1/3/2020

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Image: Salesforce

Corporate Challenge: New startup seeks to standout in crowded market.

Ironbound Strategy: Powerful brands get noticed because they operate with meaningful purpose. The surefire way to attract attention and resonate world changing ideas is to permeate meaningful core values across all stakeholders.

Ironbound Action: San Francisco based Salesforce.com, founded in 1999, was the first to introduce a new 1-1-1 philanthropic extension to the business model. The Salesforce Foundation is comprised of 1% equity, 1% employee time, and 1% of their product. Since their Initial Public Offering in 2004, Salesforce stock (CRM) has soared (adjusted for splits) from $4 to $160 today. The strong stock price performance reflects phenomenal revenue growth from approximately $100 million in 2004 to nearly $14 Billion in 2019. By being in business for more than just profits, holistic value creation continues to propel Salesforce as the world’s leading enterprise cloud ecosystem.

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When to Bond with Customers Through Targeted Co-Branding Sponsorships

Startups Creating More Value with Vertical Integration

Why Startups Must Have a Meaningful Purpose to Succeed

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