Marketing and the Hiptop Brand

Lecture Description

The success and genius of the Hiptop brand is arguably in its marketing.  Danger actually gave carriers the choice of whether to use the Hiptop name and artwork or whether to use their own.  Out of 9 carriers, T-Mobile is the only one to have used their own name and, therefore, the Hiptop brand has become valuable.

Course Index

1. How the Founders Met
2. The Founding of Danger
3. The Evolution of Danger's Product Concept
4. The Danger Product and Business Model
5. The Evolution of Danger's Product Concept - Part 2
6. Danger's Product Development Process
7. How Danger's First Customer Became a Business Partner
8. Danger's Business Model
9. How Danger Turned Down Some Opportunities
10. How the Wireless Markets Evolved in US, Europe, and Asia
11. Partnering With Customers Who are Competitors
12. What To Do When Partners Demand Exclusivity
13. Marketing and the Hiptop Brand
14. Designing Products Your Customers' Customers Will Love
15. The Value of a VC Who Shares Your Vision