Category Archives: Case Study

German insurer offends Maori culture

The German insurance provider ARAG  has used the traditional Haka warrior dance of New Zealand’s Maori, fueling hefty criticism in social media. Criticism on ARAG’s YouTube channel (check the comments below the video) as well as later on on Facebook and Twitter labelled the ad as inappropriate cultural appropriation, some even claimed it to be evidence for “typical”… Read More »

How Dove ruined its image by offending its most loyal fans

“Discover how we reaffirmed our commitment to beauty confidence with 6 exclusive bottles, that celebrate bodies of all shapes and sizes.” This was the starting point for Dove’s latest campaign in the UK. But while Dove (part of Unilever) in the past had become everybody’s darling in the branding and marketing society, this campaign eventually backfired – offending… Read More »

Loading your Brand with Emotions & Politics – Heineken vs Pepsi

If you closely follow the advertising world you might have seen the shit-storm that overcame Pepsi earlier this month following the launch over a campaign that meant to align Pepsi with the political #resistance movement in the US. The PR disaster for Pepsi evolved out of a on only half-hearted approach to political themes – as there really is no political… Read More »

Domino’s Pizza – Turning a Brand Around

Currently Domino’s Pizza is one of the hottest (!) brands in the food business. It is financially outperforming tech companies such as Amazon and Facebook, is venturing into the robot business and has recently been applauded for crafting a “brand icon” similar to Apple or Google. And that all after going through some really tough times – both financially… Read More »

Managing a Country Brand

My role as head of public diplomacy involves work on “country branding”  – so basically developing a country brand that enables the country’s businesses and organizations to be more successful in the international marketplace, but also projecting a more holistic national identity with cultural, business, education and many more elements. I recently came across an article by John… Read More »

A Letter from a CEO to his Investor… that Killed his Career

Klaus Kleinfeld, former CEO of German industry giant Siemens, resigned from his position as CEO of Arconic a specialty metals producer spun-off of aluminum producer Alcoa Inc. Kleinfeld resigned after a letter that he had written to Paul Singer, founder of $33 billion hedge fund Elliott Management. Elliott owns a 13 percent stake in Arconic and had launched a campaign to oust… Read More »

United Airlines – a Reputation Disaster

It has been a horrible week for communicators at United Airlines, when the overbooking of a plane led to a PR disaster (likely the biggest “shit storm” ever in the airline industry – so far). When the airline tried to place a crew on a fully booked flight from Chicago to Louisville it started to look for volunteers who would… Read More »

White House copies ExxonMobil’s Press Statement

Thanks to Vox we now know how good it can be to count the government among your multipliers. The Trump administration on Monday apparently praised Exxon Mobil for expanding and investing in the US — with words taken straight from an Exxon Mobil press release: Read the complete article by Vox here: http://www.vox.com/policy-and-politics/2017/3/6/14836284/trump-exxon-mobil-press-release-copied?utm_campaign=vox.social&utm_medium=social&utm_content=voxdotcom&utm_source=facebook

“Fighting for a Reputation”

CBC, the Canadian Broadcasting Corporation, with its “Marketplace” program recently had a lab analyze chicken meat and strips cooked in popular fast-food chains. Subway meat, the report indicated, showed significant amounts of non-chicken DNA, instead up to  50 percent from soy. Chicken from other fast-food chains, such as McDonald’s and Tim Hortons, did not have such high levels of plant DNA.… Read More »

Top Tipps for Designing Investor Relations Websites

Regular followers of my blog know the value of IR Magazine research and reporting. I recently came across an article featuring top advice on investor relations websites, as IR Magazine interviewed Patrick Kiss, head of investor and public relations at shopping center retail firm Deutsche EuroShop. Kiss produced a list of 10 key recommendations, which in short would be… Read More »