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March 12, 2019
On September 4, 2018, Nike, Inc. launched a new ad campaign featuring, Colin Kaepernick, a professional athlete with a highly polarizing image. Kaepernick, known for kneeling in protest during the national anthem at National Football League games,...
March 12, 2019
On August 29, 2018 Eric Bauman, Chairman of the Democratic Party of California sent out a midnight tweet exposing In-N-Out Burger’s donation of $25,000 to the Republican party and called for a nationwide boycott. How In-N-Out responds to the viral...
November 1, 2018
Building brand equity can be a demanding task even in the most ideal circumstances. Building equity for a professional sports brand that was once adored, then disdained, then nonexistent, and now back again posed particularly daunting challenges...
June 1, 2018
The Global Jesuit Case Series (GJCS) was formally launched in 2015 with the singular goal of establishing a series of real-world business cases, written by executives, educators and entrepreneurs whose work would place people and planet on equal...
February 12, 2018
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...
February 12, 2018
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 marketing...
February 12, 2018
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...
February 12, 2018
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 relevant...
February 2, 2018
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 2006,...
February 2, 2018
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 breach...