Welcome to a new episode of Business Lunch! In this episode, Ryan and Roland dive into the fascinating world of brand marketing, using Duolingo’s recent “killing” of their mascot Duo as a springboard. They explore the nuances of rebranding, the power of storytelling in marketing, and discuss strategies for creating memorable brand identities – from founder-led campaigns to fictional spokescharacters.
Highlights:
“Most rebrands are astoundingly stupid. They’re self-congratulatory.”
“If you’re going to do a brand change, at least have some fun with it.”
“The founder is typically going to be the most effective key person of influence.”
“Tell a story, not just an announcement.”
TIMESTAMPS
- 00:00 Intro and Personal Updates
- 04:27 The Duolingo Duo Death Story Begins
- 10:07 Marketing Strategies Behind the Mascot’s Demise
- 17:57 Brand Changes and Earned Media
- 22:45 The Power of Founder-Led Campaigns
- 29:37 Celebrity Endorsements and Equity Stakes
- 31:20 The GEICO Model: Multiple Fictional Characters
- 34:58 Principles of Effective Rebranding
- 36:33 Predictions for Duo’s Future
- 38:23 The Ultimate Goal: Brand Exposure
