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

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