This document discusses two branding examples by Citibank and the role of luck in successful branding efforts. It describes Citibank paying $400 million for the naming rights to the New York Mets stadium, which backfired when Citibank later laid off employees and required a government bailout. A second example details Citibank's $41 million investment in Citi Bikes in New York City, which was initially successful with over 4.7 million trips taken. However, the document cautions that unexpected factors could have led to low ridership, accidents, or lawsuits, turning the investment into a failure. The key takeaway is that successful branding requires analysis, planning, execution, and an element of luck to avoid un