In the movie industry, it’s casting a no-name talent in the leading role. In business, it’s a new product in a new category. In branding, it’s taking the brand to new territory – in messaging, channel or attitude. In all, the greater the risk, the greater the reward, at least that’s the theory.

Throughout branding history, the companies below have taken the risk, and the reward has paid off. Here’s some you may remember, and some you may not. 

1. Burger King’s Chicken Does it Your Way

Viral marketing doesn’t get any better than the Subservient Chicken campaign of 2004 (was it really that long ago?). Hoping to attract a younger demographic and working from their tagline, Burger King’s micro site accomplished more than what it had hoped with over half a billion served on-line by that pollo loco.

Each year since 1984, Interbrand, the largest brand consultancy firm in the world, has compiled “the list” of leading global brands based on three criteria: financial strength, ability of the brand to drive consumer selection and likelihood of ongoing revenue being generated by the brand. 

The dust has settled and the tracks are clear: Tiger’s clawing his way back to the top, both on the course and in commercials. And while a fourth place showing at the Masters affirmed that his professional recovery was never in doubt, his personal brand’s recovery is still touch-and-go thanks to a controversial commercial debut and his miserable post-Masters interview. Let’s look at where he and his sponsors stand these days in the court of public opinion.

If you’re currently weighing your marketing mix options and are considering a marketing firm to conduct your PR and social media campaigns to increase your visibility, there are specific questions to ask your future agency. Here’s a list of the top 5 questions to ask before signing on the dotted line.

The goal of social media is create a community of your brand champions. Nestlé turned their champs into chumps. Obviously this was a moderator failure of epic proportions. As this goes out, the controversy is still raging, and Nestlé has gone from a half-hearted attempt to say how they’re still learning to a complete “no comment”.