Brief Summary Van Halen’s 1980s tour contract famously included an odd requirement: no brown M&M’s in the backstage candy bowl. At first glance it looked like rock-star excess, but this quirk had a serious purpose. The band used the brown candies as a test for attention to detail. If a venue missed that line, they likely overlooked critical technical requirements. In one incident, a venue that ignored the rule suffered tens of thousands of dollars in damage due to unsafe staging. This case became legendary, proving that a seemingly trivial detail can be a warning flag for bigger problems and

Brief Summary Caesars Entertainment, historically known as Harrah’s, pioneered a data-driven loyalty strategy that used customer insights to personalize offers and service across gaming, hotel, dining, and entertainment. Rather than compete with flashier resorts, the company built a unified view of the guest, tested targeted incentives, and scaled what worked. The result was higher retention, greater share of wallet, and a loyalty platform that became a durable competitive moat. This case shows how customer insight, experimentation, and thoughtful personalization can outperform spectacle while respecting customer comfort and privacy. Company Involved Caesars Entertainment (originating as Harrah’s, where the loyalty and personalization

Brief Summary Sephora has deployed augmented reality and artificial intelligence tools such as Virtual Artist, Color IQ, AI skin diagnostics, chatbots and virtual try-ons to give customers personalized, immersive beauty experiences. These tools have helped Sephora boost confidence, reduce product returns, improve shade match accuracy, and kept it ahead of competitors in the digital beauty space. The innovations show how blending technology with retail can create competitive advantage. Company Involved Sephora Marketing Topic Public Reaction or Consequences Customers have generally responded very positively to Sephora’s VR and AI tools. Many users appreciate being able to virtually try on makeup, see

Brief Summary In the late 1990s, Amazon.com transformed online shopping by introducing a personalized recommendation engine that suggests products based on each customer’s behavior. This “Customers who bought X also bought Y” approach revolutionized eCommerce, making it easier for users to discover products and for Amazon to increase sales. Over the years, Amazon’s AI-driven recommendations became increasingly sophisticated, contributing up to 35% of the company’s revenue. This case study examines how Amazon’s recommendation strategy evolved through innovation and trial-and-error, the public’s reaction including a notable controversy, and the lessons modern marketers can learn about personalization, data, and trust. Company Involved

Brief Summary Volkswagen’s acclaimed “Clean Diesel” marketing campaign backfired disastrously when it was revealed in 2015 that the company had deliberately cheated on emissions tests. The German automaker had promoted its diesel cars as low-emission, eco-friendly vehicles only for regulators to discover a hidden software “defeat device” that made them appear clean in tests while they actually emitted up to 40 times the legal pollution on the road. The ensuing scandal (dubbed “Dieselgate”) led to a global outcry, billions in fines and recall costs, and a crisis of trust that tarnished Volkswagen’s reputation as an industry leader in innovation and

Brief Summary In 2008, Starbucks launched an online crowdsourcing platform called My Starbucks Idea to invite customers into a two-way dialogue. Facing slumping sales and waning customer sentiment, the coffee giant asked its fans to submit and vote on ideas to improve the Starbucks experience. This bold experiment quickly yielded popular innovations, from free in-store Wi-Fi to new menu items like cake pops that Starbucks actually implemented in stores. By actively listening and acting on customer feedback, Starbucks rebuilt trust and reinvigorated its brand loyalty. Marketers still hail this case as proof that empowering customers can transform a business. Company