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On October 28, 2013, offensive lineman Jonathan Martin went missing from the Miami Dolphins training facility after being the subject of a prank in the cafeteria at dinnertime. Martin’s whereabouts were unknown for several hours until he...
A product recall in the fall of 2013 sends Chobani, Inc. scrambling to fix the manufacturing problem, and address a flood of customer concerns. While the company successfully identifies the problem, recalls the product, and fields customers’...
In late 2013, Barneys New York quickly found itself amidst scandal. Within the span of a few days, Barneys CEO Mark Lee’s attention shifted from ensuring record-breaking holiday sales to a lawsuit, an Attorney General’s investigation, a...
Following a period of slow sales and rapid company change, Starbucks Coffee Company designed and launched a new logo to reflect the new direction of the company. While some companies have been successful with their logo redesigns, several have...
McDonald’s is preparing for a nationwide launch of oatmeal and simultaneously ramping up its use of social media to promote the product. The company continues to face criticism for contributing to America’s obesity problem. How can McDonald’s...
Johnson & Johnson experienced the rapid spread of negative backlash through social media channels in response to an online Motrin advertisement. The incident raises a discussion on the opportunities and risks of using social media in...
After an extensive study, Xerox decided to undergo a rebranding. It unveiled a new logo on January 7, 2008, and now the challenge is to A) roll out the new logo, B) change perception that Xerox only makes copiers, and C) demonstrate that the...
Macy’s controversial conversion of Chicago’s State Street Marshall Field’s Store is just one of many branding and customer loyalty challenges facing Macy’s Inc. today. After converting over 800 stores nationwide, Macy’s focus is to remain...
In the early 2000s, Burberry experienced brand perception problems through counterfeiting. Their staple Burberry plaid pattern was being worn by individuals associated with less-than-respectable reputations. Angela Ahrendts, named CEO in July...
On December 18, 2013, a specialty blog site released an article alleging that Target had fallen victim to a serious data breach, exposing forty million customers’ credit card information. This case explores the circumstances leading up to the...