Ivey Publishing
Mixtape Social: Building Brands for Athletes and Companies
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10 pages (5 pages of text)
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Case (Field)
In February 2018, the founder of Toronto-based Mixtape Social was wondering how to grow his business. He had spent the past two years bootstrapping the two-pronged business, which offered services to help professional athletes build their personal brands and creative advertising and social media campaigns for corporations and other entities. With a roster of professional athletes, including Mitch Marner, one of the top players for the Toronto Maple Leafs hockey team, the business had succeeded. Having gained momentum in the last year, the founder thought about how he should map out the next two years: Where should he focus? What services should he offer? How should he position his value proposition?
Learning Objective:
This case has been designed for use in an undergraduate- or graduate-level course on marketing strategy, advertising execution, or strategy. Specifically, it can be used to explore personal brand management, influencer marketing, or product differentiation. After completion of this case, students will be able to
  • understand the developing personal brand management industry;
  • learn about the advertising services industry; and
  • understand the challenges inherent in growing two different lines of business.
Marketing,  Entrepreneurship
Information, Media & Telecommunications
Canada, Small, 2018
Intended Audience:
$4.25 CAD / $4.25 USD Printed Copy
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$3.75 CAD / $3.75 USD Digital Download
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