What to Understand When Taking a Stand

June 14, 2019

Michael Gordon’s contributed piece for Forbes outlines five key questions companies must know how to answer when taking a political stand. You can view the full piece below:

Five Questions For Your Brand When Taking A Political Stand

For a Successful Rebrand, Overcommunication is Key

May 30, 2019

A company rebrand is sure to spark questions and concerns from audiences. Michael Gordon shares his perspective on why overcommunicating with stakeholders during a rebrand is critical in Forbes:

12 Critical Steps to Take During a Company Rebrand

Nike Just Says it

May 16, 2019

Nike is pushing gender equality in its advertising, but allegations about its treatment of female sponsored athletes risk damaging its credibility on the issue. Jeremy Robinson-Leon analyzes the potential consequences for the Nike brand:

Nike’s ‘inclusive’ image at risk if it fails women athletes, brand experts say

Lessons from the Boeing Crisis

May 16, 2019

Boeing has gone from being one of America’s most admired companies to one that is fighting to regain its reputation in the eyes of both its airline customers and passengers at large. Michael Gordon weighs in on how Boeing should have handled the 737 Max crisis:

Five lessons to learn from the Boeing crisis

To Resonate with Gen-Z, Brands Must Take a Stand

April 5, 2019

According to our recent survey, only 23% of Gen-Zers think brands should stay out of politics. Michael Gordon shares his perspective and additional insights from our research in Forbes:

Catch The Eyes Of Gen-Z Consumers With These 13 Marketing Tips

Wells Fargo’s Sloan Steps Down

March 29, 2019

Wells Fargo’s CEO Tim Sloan abruptly resigned after 2.5 years of criticism from politicians and pressure from regulators. Jeremy Robinson-Leon shares his thoughts on the board’s decision to promote Sloan in 2016 and why he’s out now in Bloomberg:

Wells Fargo’s Insider CEO Failed to Outrun Political Fury