How quickly the world’s biggest branding success became its biggest communications challenge. Only weeks ago, the FIFA World Cup accomplished something extraordinary. It united continents. It filled stadiums. It energized cities. It introduced millions of international visitors to America in ways no advertising campaign ever could. In a recent WordSmith dispatch, I called it America’s…
Taco Bell Reminds Us Every Crisis is Really a Test of Trust There are moments when a crisis arrives so unexpectedly that it changes the conversation overnight. One day you’re selling Crunchwrap Supremes and Baja Blasts. The next you’re setting up war rooms, stopping trucks, pulling ingredients from restaurants and trying to reassure millions of…
Silence Does More Damage Than the Story Itself For decades, public officials, corporations, attorneys and executives have relied on a familiar phrase when facing difficult questions: “No comment.” The assumption has always been that silence is neutral. It isn’t. It never was! According to new research from the Reynolds Journalism Institute and SmithGeiger, audiences no…
In today’s always-on media environment, most organizations don’t get the luxury of choosing their moment. Sometimes, the moment chooses them. That’s exactly what happened when more than 12 tons of KitKat chocolate — over 400,000 bars — were stolen in transit across Europe. (Reuters) A supply chain disruption.A potential reputational risk.A story that could have…