EST. MMXXVIMarketing as a discipline, evidence as its base.8 August 2026 · NL · EN
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M6

Foundation module

Case Studies

30 lectures

28× HEURISTIC · 2× META — what do these labels mean?

SYNTHESIS

M6 · The productive tension

Success casesandanti-cases.

survivorship bias is the enemy

Primary sources

IPA winners · EFFIE cases · anti-cases

Lectures

30 lectures

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  1. M6-01The case-study method: a user manual before use2 SPTake the quiz →
  2. M6-02Cadbury Gorilla: fame without a product message2 SPTake the quiz →
  3. M6-03Guinness Surfer: brand building before the databank2 SPTake the quiz →
  4. M6-04Snickers 'You're Not You': a platform that travels2 SPTake the quiz →
  5. M6-05Old Spice: virality and the attribution question2 SPTake the quiz →
  6. M6-06Compare the Meerkat: assets in a boring category2 SPTake the quiz →
  7. M6-07John Lewis Christmas: consistency as strategy2 SPTake the quiz →
  8. M6-08McDonald's 'Raise Your Arches': assets without a logo2 SPTake the quiz →
  9. M6-09Share a Coke: personalisation on a distinctive canvas2 SPTake the quiz →
  10. M6-10Dumb Ways to Die: awards versus behaviour2 SPTake the quiz →
  11. M6-11Dove Real Beauty: purpose before purpose was cool2 SPTake the quiz →
  12. M6-12Liquid Death: entertainment-first branding2 SPTake the quiz →
  13. M6-13Oatly: category creation with a legal assist2 SPTake the quiz →
  14. M6-14Airbnb: the pivot from performance to brand2 SPTake the quiz →
  15. M6-15Dollar Shave Club: the fairytale and the invoice2 SPTake the quiz →
  16. M6-16Aldi & Lidl: discipline as a brand2 SPTake the quiz →
  17. M6-17LEGO: the turnaround that was a diagnosis2 SPTake the quiz →
  18. M6-18Domino's Pizza Turnaround: honesty as positioning2 SPTake the quiz →
  19. M6-19Burberry: elevating a brand back to luxury2 SPTake the quiz →
  20. M6-20Peloton: mistaking a spike for a trend2 SPTake the quiz →
  21. M6-21New Coke: the right answer to the wrong question2 SPTake the quiz →
  22. M6-22Tropicana: throwing away your own memory cues2 SPTake the quiz →
  23. M6-23Colgate Kitchen Entrees: the anti-case that maybe never was2 SPTake the quiz →
  24. M6-24Pepsi × Kendall Jenner: borrowed purpose2 SPTake the quiz →
  25. M6-25Bud Light 2023: know whose brand it is2 SPTake the quiz →
  26. M6-26VW 'Clean Diesel': positioning built on fraud2 SPTake the quiz →
  27. M6-27Kodak: the case that proves whatever you want2 SPTake the quiz →
  28. M6-28Blockbuster: the laugh that never happened2 SPTake the quiz →
  29. M6-29WeWork: narrative as a substitute for economics2 SPTake the quiz →
  30. M6-30Capstone: what does generalise across 28 cases?2 SPTake the quiz →

Quizzes

30 quizzes

A short quiz per lecture to test your grasp of the material.

  1. M6-01The case-study method: a user manual before useTake the quiz →
  2. M6-02Cadbury Gorilla: fame without a product messageTake the quiz →
  3. M6-03Guinness Surfer: brand building before the databankTake the quiz →
  4. M6-04Snickers 'You're Not You': a platform that travelsTake the quiz →
  5. M6-05Old Spice: virality and the attribution questionTake the quiz →
  6. M6-06Compare the Meerkat: assets in a boring categoryTake the quiz →
  7. M6-07John Lewis Christmas: consistency as strategyTake the quiz →
  8. M6-08McDonald's 'Raise Your Arches': assets without a logoTake the quiz →
  9. M6-09Share a Coke: personalisation on a distinctive canvasTake the quiz →
  10. M6-10Dumb Ways to Die: awards versus behaviourTake the quiz →
  11. M6-11Dove Real Beauty: purpose before purpose was coolTake the quiz →
  12. M6-12Liquid Death: entertainment-first brandingTake the quiz →
  13. M6-13Oatly: category creation with a legal assistTake the quiz →
  14. M6-14Airbnb: the pivot from performance to brandTake the quiz →
  15. M6-15Dollar Shave Club: the fairytale and the invoiceTake the quiz →
  16. M6-16Aldi & Lidl: discipline as a brandTake the quiz →
  17. M6-17LEGO: the turnaround that was a diagnosisTake the quiz →
  18. M6-18Domino's Pizza Turnaround: honesty as positioningTake the quiz →
  19. M6-19Burberry: elevating a brand back to luxuryTake the quiz →
  20. M6-20Peloton: mistaking a spike for a trendTake the quiz →
  21. M6-21New Coke: the right answer to the wrong questionTake the quiz →
  22. M6-22Tropicana: throwing away your own memory cuesTake the quiz →
  23. M6-23Colgate Kitchen Entrees: the anti-case that maybe never wasTake the quiz →
  24. M6-24Pepsi × Kendall Jenner: borrowed purposeTake the quiz →
  25. M6-25Bud Light 2023: know whose brand it isTake the quiz →
  26. M6-26VW 'Clean Diesel': positioning built on fraudTake the quiz →
  27. M6-27Kodak: the case that proves whatever you wantTake the quiz →
  28. M6-28Blockbuster: the laugh that never happenedTake the quiz →
  29. M6-29WeWork: narrative as a substitute for economicsTake the quiz →
  30. M6-30Capstone: what does generalise across 28 cases?Take the quiz →

Concepts

Active recall beats rereading: retrieve the definition from memory first, then flip the card.

Practise the concepts · 48 →

Case studies

1 case studies

Integrative cases where the module's concepts meet a single brand or situation.

  1. Strategische casus (type 6) — reflectieve auditcasusWrite Your Own Anti-CaseRead the case →
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