Image: Tru by Hilton

Corporate Challenge: Mass marketing to millennials on a small budget.

Ironbound Strategy:  Millennials have a penchant for brands that create value for  customers, employees, and society.  Co-brand with companies that create value for their stakeholders.

Ironbound Action: Virginia based Hilton is creating a new hotel brand called Tru, that is positioned to attract and provide hospitality to millennials.  The hotel chain has adopted a wide variety of environmental and social impact solutions.  California based DirecTV has been struggling to market their product to millennials, and found that partnering with Tru will help grow their product lines among younger consumers.  Co-branding is a really great strategy to increase the awareness of your brand in new markets.

Image: Apple Watch Survival Strap

Corporate Challenge: A company is looking for ways to differentiate itself from competitors.

Ironbound Strategy:  In order to empower your brand, enable incentives and warrantees to complement your strategy of creating value for  customers, employees, and society.

Ironbound Action: Florida based Survival Straps recently released custom designed Apple Watch straps using their para-cord technology.  The company understands that customers will not want to unravel a custom strap.  So they offered a value-generating replacement warranty, that if a customer uses the para-cord in an emergency, or even to help a friend, the company will replace it for free.  Creating added incentives is a great way to empower your brand, and position your company ahead of its competitors.

Image: Disruptive Technologies

Corporate Challenge: Build a powerful brand that can stave off competition and dominate the industry.
 
Ironbound Strategy: Navigating fierce completion from deep-pocketed rivals requires calculated strategies that create positive values for customers, employees, and society.

Image: At the helm of an Airplane

Corporate Challenge: Our brand is in the news, what should we do?

Ironbound Strategy: Whether your company is in the news for a good reason or a bad reason, showcase how your company creates value for  customers, employees, and society.

Ironbound Action: Florida based Spirit Airlines was in the news when a baby was born during a flight. The airline has been trying to market itself as “Unbundled Awesomeness”, but is known to the locals as a cheap airline. Reporting on the airline could swing in either direction. Spirit Airlines took charge of their brand narrative by offering gifts to the new mother and the passengers who helped deliver the baby. Then in an unprecedented move, they gave the newborn a lifetime voucher for free tickets to fly on his birthday. When a brand is in the media spotlight, showcasing the values that the brand creates is good, but creating even more value on the spot is memorable. Being memorable is a vital feature of powerful brands.