As other retailers struggle with slipping sales, branding problems, and public relations controversies--or, in some cases, all three--an opportunity emerges for the once-venerable company. Brand strategist David Brier of DBD International shows how they can seize it.
Abercrombie & Fitch recently came under fire due to its lack of clothing for plus-sized women. The author wonders if this means Disney should also be pilloried because it markets primarily to kids and families.
A recent Mountain Dew ad was called "arguably the most racist commercial in history" by one scholar. Controversy and PepsiCo's retraction quickly followed. Here, ideas on what the brand could have done differently.