Ball Park, which is owned by The Hillshire Brands Co., called on its longtime PR agency MWW to create a PR campaign that would leverage the brand’s equity and carve a new niche among both sports fans and food shoppers.
It’s a model for crisis management: Under Armour CEO Kevin Plank responded to the criticism politely, defended his brand and refused to sling mud back at his detractors.
Bode Miller’s reaction to his Olympic interview is a classic lesson for brand communicators in dealing a measured response.
Brands and organizations put so much faith in their written plan that they have difficulty adapting quickly to the inevitable unforeseen events and developments that occur.
Case Study: Establishing a Unified Brand for Philips with Smart Marketing, Teamwork and Keeping Things Flexible
Prior to 2013, Philips had 40 brands exhibiting in multiple exhibit spaces at LFI, each heavy with product displays. The new positioning required GES and Philips to produce a single 10,000 square-foot innovative booth to house all previously separated brands.
It’s one thing for a top executive to be camera-ready for a media interview and know his talking points cold. It’s another when the reporter has a bone to pick with the executive, has a habit of interrupting the responses and can barely contain his or her hostility toward the brand or organization.