Book of Cases: Advertising & Brand Communications
Edition: 1
Copyright: 2022
Pages: 168
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This book contains a compilation of numerous case studies of companies that have been involved in the following areas:
- Corporate re-branding and positioning
- Effectively managing crisis communication
- Managing explosive growth
- Being true to your values
- Developing a new brand image
- Overcoming negative public sentiment
- Evaluating competing priorities
- Using social media effectively to drive consumer engagement and growth
The book categorizes case studies in the following areas:
- Brand Management
- Financial
- Social Media
The objective of developing a book of case studies of this nature is to illustrate real world examples of how companies have dealt with very specific brand and marketing challenges and issues and have developed effective strategies to overcome the challenges that they faced to move their companies forward.
Brand Management
- Accenture: The Re-branding of Andersen Consulting
- Carnival Cruise Lines: Wreck of the Costa Concordia
- JetBlue: Competing for Marketshare in a Turbulent Industry
- Macy’s Inc.: Redrafting the Brand Architecture
- McDonald’s Corporation Social Media: McDonald’s Is Lovin’ It
- Nike, Inc.: Believing in Colin Kaepernick, Sacrificing Brand Image?
- Starbucks Coffee Company: A New Logo for New Markets
- The Tiger Woods Foundation: When Values and Behavior Collide
- W Hotels: Comfortable, Stylish, and Wired for Today’s Savvy Business Traveler
- Peloton: Brand Damage from Holiday Advertising
- Quaker Oats Company: Fashioning a Future for Aunt Jemima
- Xerox Corporation: Developing a New Image
- The Washington Redskins: When Public Perception Challenges a Brand
Social Media
- Domino’s “Special” Delivery: Going Viral Through Social Media (A)
- Domino’s “Special” Delivery: Going Viral Through Social Media (B)
Mark McMullen has worked in the marketing and advertising industry for over 40 years.
Mark currently is Senior Vice President of Membership Growth and Marketing for the Knights of Columbus (KofC) working out of KofC World Headquarters in New Haven, Connecticut. Mark’s main focus is growing worldwide membership for the Knights of Columbus. Prior to starting this new job in October 2017, Mark was President of Catapult New Business, a division of List Partners, Inc. in Atlanta GA for 3 years. Mark was also Executive Vice President of List Partners, Inc.
Prior to joining List Partners, Inc./Catapult in 2014, Mark was with Ansira for 3 years and The Integer Group for 12 years as Executive Vice President. Mark has held senior management positions in numerous marketing services firms and has led business development efforts to land major national and international accounts including Aruba Tourism Authority, Carpet One, La-Z-Boy, Bloomin’ Brands, Dish Network, Kellogg’s, Royal Caribbean, FedExOffice, 7-Eleven, MasterCard, HP, RIM/ Blackberry, AT&T, Beringer Blass Wine Estates, White Wave Foods, LG, Pioneer Electronics, TGI Friday’s, Mrs. Field’s Corporation, Dave & Busters, Shell, Grocery Manufacturer’s Association (GMA), Scott’s, Moen, Impact Confections and Benjamin Moore.
Mark’s professional background has been in marketing, account management, agency management and business development. He has worked at major regional, national and international marketing agencies and has significant experience in many business categories including retail, restaurant/hospitality, financial services, automotive, automotive aftermarket, packaged goods, healthcare, beverage, utilities and B2B.
Mark currently teaches at the University of South Carolina as an adjunct faculty member. He has also teaches at the University of Georgia and has served as an adjunct faculty member at Strayer University, Colorado Technical University and DeVry University.
Mark has authored a book entitled Strategies for Selling More Successful targeting travel industry sales professionals.
Mark is a current member of the Board of Directors for the Pregnancy Aid Clinic in Atlanta, Georgia and of Safe America. Mark is a past member of the Board of Directors of St. Vincent de Paul Society – Atlanta and of the Knights of Columbus Charities of Georgia! Mark and his wife, Jan, are members of the Equestrian Order of the Holy Sepulcher of Jerusalem.
This book contains a compilation of numerous case studies of companies that have been involved in the following areas:
- Corporate re-branding and positioning
- Effectively managing crisis communication
- Managing explosive growth
- Being true to your values
- Developing a new brand image
- Overcoming negative public sentiment
- Evaluating competing priorities
- Using social media effectively to drive consumer engagement and growth
The book categorizes case studies in the following areas:
- Brand Management
- Financial
- Social Media
The objective of developing a book of case studies of this nature is to illustrate real world examples of how companies have dealt with very specific brand and marketing challenges and issues and have developed effective strategies to overcome the challenges that they faced to move their companies forward.
Brand Management
- Accenture: The Re-branding of Andersen Consulting
- Carnival Cruise Lines: Wreck of the Costa Concordia
- JetBlue: Competing for Marketshare in a Turbulent Industry
- Macy’s Inc.: Redrafting the Brand Architecture
- McDonald’s Corporation Social Media: McDonald’s Is Lovin’ It
- Nike, Inc.: Believing in Colin Kaepernick, Sacrificing Brand Image?
- Starbucks Coffee Company: A New Logo for New Markets
- The Tiger Woods Foundation: When Values and Behavior Collide
- W Hotels: Comfortable, Stylish, and Wired for Today’s Savvy Business Traveler
- Peloton: Brand Damage from Holiday Advertising
- Quaker Oats Company: Fashioning a Future for Aunt Jemima
- Xerox Corporation: Developing a New Image
- The Washington Redskins: When Public Perception Challenges a Brand
Social Media
- Domino’s “Special” Delivery: Going Viral Through Social Media (A)
- Domino’s “Special” Delivery: Going Viral Through Social Media (B)
Mark McMullen has worked in the marketing and advertising industry for over 40 years.
Mark currently is Senior Vice President of Membership Growth and Marketing for the Knights of Columbus (KofC) working out of KofC World Headquarters in New Haven, Connecticut. Mark’s main focus is growing worldwide membership for the Knights of Columbus. Prior to starting this new job in October 2017, Mark was President of Catapult New Business, a division of List Partners, Inc. in Atlanta GA for 3 years. Mark was also Executive Vice President of List Partners, Inc.
Prior to joining List Partners, Inc./Catapult in 2014, Mark was with Ansira for 3 years and The Integer Group for 12 years as Executive Vice President. Mark has held senior management positions in numerous marketing services firms and has led business development efforts to land major national and international accounts including Aruba Tourism Authority, Carpet One, La-Z-Boy, Bloomin’ Brands, Dish Network, Kellogg’s, Royal Caribbean, FedExOffice, 7-Eleven, MasterCard, HP, RIM/ Blackberry, AT&T, Beringer Blass Wine Estates, White Wave Foods, LG, Pioneer Electronics, TGI Friday’s, Mrs. Field’s Corporation, Dave & Busters, Shell, Grocery Manufacturer’s Association (GMA), Scott’s, Moen, Impact Confections and Benjamin Moore.
Mark’s professional background has been in marketing, account management, agency management and business development. He has worked at major regional, national and international marketing agencies and has significant experience in many business categories including retail, restaurant/hospitality, financial services, automotive, automotive aftermarket, packaged goods, healthcare, beverage, utilities and B2B.
Mark currently teaches at the University of South Carolina as an adjunct faculty member. He has also teaches at the University of Georgia and has served as an adjunct faculty member at Strayer University, Colorado Technical University and DeVry University.
Mark has authored a book entitled Strategies for Selling More Successful targeting travel industry sales professionals.
Mark is a current member of the Board of Directors for the Pregnancy Aid Clinic in Atlanta, Georgia and of Safe America. Mark is a past member of the Board of Directors of St. Vincent de Paul Society – Atlanta and of the Knights of Columbus Charities of Georgia! Mark and his wife, Jan, are members of the Equestrian Order of the Holy Sepulcher of Jerusalem.