by Steve Adubato, PhD
Creating and sustaining a successful brand is a product of many factors. The way a company communicates what it is involves such elements as customer service, a logo, slogans, the image and reputation of its CEO, the product itself and, sometimes, a mascot.
In the branding game, even recognized names struggle to remain relevant. In the case of McDonald's, one of the most successful American brands since 1940, some top executives were concerned that Ronald McDonald, its iconic brand persona, was losing his edge. The big hair, the red shoes, his outrageous makeup and the fact that Ronald was kind of pudgy around the middle (in an age where a "healthy image" is essential) all suggested Ronald just wasn't connecting as he had in earlier days.
by Steve Adubato, PhD
NBA Commissioner Adam Silver demonstrated the kind of leadership that is all too rare in professional circles. He stepped up, made a tough decision, communicated it in a clear, unambiguous fashion, and did it in a timely manner. He did not equivocate, take any polls, test the waters or hide behind lawyers — which, in fact, he is himself.
In the case of Los Angeles Clippers owner Donald Sterling and his outrageously racist and disgusting comments, Silver methodically confirmed the voice on the tape was Sterling’s. He reportedly spoke directly to Sterling, who confirmed the voice was his and offered no remorse or apology.
After that, the NBA commissioner said this: "The views expressed by Mr. Sterling are deeply offensive and harmful. That they came from an NBA owner only heightens the damage and my personal outrage. Sentiments of this kind are contrary to the principles of inclusion and respect that form the foundation of our diverse, multicultural and multi-ethnic league."
by Steve Adubato, PhD
Celebrity chef Paula Deen is trying to rebuild her brand after last year’s debacle of not only acknowledging using the "n-word" in the past, but also making insensitive and off-the-wall comments about slavery and race relations in a New York Times forum. In the forum, Deen talked about her great-grandfather "losing all the workers" (actually 30 slaves who were set free), which ultimately caused him to go into his barn and shoot himself "because he couldn’t deal with those kind of changes."
At the time, Paula Deen’s considerable business empire imploded. The Food Network dropped her, afraid that her brand implosion would rub off on them. Her book publisher and sponsors also ran for the exits.
by Steve Adubato, PhD
I am working on a public television documentary special on the career of former Governor Brendan T. Byrne and I had the occasion of covering the unveiling of a 7-feet high bronze statue of the governor at the Essex County Courthouse plaza this week—an effort coordinated by Essex County Executive Joe DiVincenzo in which Byrne was introduced by Republican Governor Chris Christie.
Too often, in the media, we obsess over politicians who do the wrong thing and what doesn’t work in our government. That’s our job. We are supposed to do that. It’s easy because there are so many inept politicians and because government fails so often to do what it is supposed to do, including keeping the government functioning in Washington.
by Steve Adubato, PhD
There are so many problems with the Lance Armstrong “apology” in the Oprah Winfrey interview this week. Armstrong, who for years had vehemently denied his use of performance-enhancing drugs, after winning and then being stripped of 7 Tour de France victories, finally decided it was time to come clean. But did he really?
by Steve Adubato, PhD
I am not looking to pile on Penn State, but it continues to boggle my mind how so many top leaders could have failed in their responsibility to step up and deal directly and responsibly with the horrific and egregious crimes that occurred at the hands of Jerry Sandusky while on their watch.
Once Sandusky sexually violated his first innocent victim in the Penn State football complex in 1998, the University and the football program were bound to take a hit. That’s the way it is with a scandal, particularly one this unthinkable. In any corporation or organization, there will be a price to pay and you are going to be embarrassed. Your brand will be bruised. However, it is how leaders handle the situation that dictates just how big that hit is and exactly how deep the bruise.
by Steve Adubato, PhD
After a half-century being a fixture on our television screens, at the ripe young age of 80 Regis Philbin is stepping down from his regular morning gig on ABC. What’s amazing is that Regis has been successfully connecting and communicating with audiences of all ages for this long, which begs the question, how has Regis done it? What communication skills and tools does he possess that explain such unprecedented success in this highly competitive and fickle mass communication medium?