Fleishman-Hillard » Food & Beverage

Hard Hat Time for Senior Managers: Repairing Brand Damage

Fleishman-Hillard — Wed, 19 Oct 2011 12:31:46 +0000

While it takes years for a brand to build trust and minutes to lose it, what about the rebuilding process? In a Wall Street Journal article, communications specialist Caroline Weber weighs in on lessons learned from how Nike, BP, Toyota and others worked to detoxify the brand.

Read: When Sorry Is Not Enough

A Refreshing New Twist on Tech Support

Fleishman-Hillard — Tue, 30 Aug 2011 21:09:54 +0000

Despite offering 106 flavors, Coke’s new soda machine still needed something else. Out-of-home specialist Mike Cearley talks about why brands require proper engagement when introducing a “new way of doing things.”

The King Without a Castle

Fleishman-Hillard — Wed, 24 Aug 2011 15:53:10 +0000

Moving the king might not just be a good chess move. In a PRWeek article, communications specialist Jeff Davis weighs in on Burger King’s mascot move and why the restaurant’s new campaign will need an “element of surprise.”

Read: Burger King Jettisons the ‘King’ and Seeks New Marketing Strategy

Cracking the QR Code

Fleishman-Hillard — Mon, 01 Aug 2011 22:23:29 +0000

While some companies do a good job of using QR codes, others appear to take a “throw-spaghetti-against-the-wall” approach. Digital specialist Justin Goldsborough looks at some examples and shares do’s and don’ts of QR code usability.

Beyond the Numbers: A Closer Look at AVE

Fleishman-Hillard — Mon, 27 Jun 2011 18:37:50 +0000

Based on advertising value equivalency (AVE), brands can make a lot of money from a little publicity. But is it a valid approach? Research specialist Don Bartholomew uses three recent examples to show why “no serious measurement effort” can credibly use AVE.

Interactive Soda Fountain Experience Leaves Bitter Taste

Fleishman-Hillard — Thu, 09 Jun 2011 19:34:25 +0000

Did buying a Coke just become more complicated? Out-of-home specialist Mike Cearley says the company’s new touch screen soda fountain forces patrons to wait while others “fumble through the right process.”

Brand Success in the App Age

Fleishman-Hillard — Fri, 03 Jun 2011 20:23:04 +0000

According to the team from Fleishman DNA, Starbucks and Sherwin Williams have at least one thing in common: a great app. The digital specialists break down five “best-in-class” mobile apps to see what makes a great branded app.

Fallout From Europe’s Current Dry Spell

Fleishman-Hillard — Thu, 26 May 2011 18:51:52 +0000

Lately, talking about the weather appears to be more than casual conversation. The team from Public Affairs 2.0 looks at the financial and political impact of a rain and food shortfall that would be “bad news for Europe.”

Digesting the FDA’s New Menu Labeling

Fleishman-Hillard — Fri, 15 Apr 2011 20:31:45 +0000

As the FDA continues to finalize its menu labeling guidelines, will “just throwing calories up there” be enough? Communications specialists Mark Senak and Melissa Novak discuss the impact of letting consumers know “what they’re putting in their mouths.”

Listen: The Effects of the FDA’s Proposed Menu Labeling Guidelines

For Brand Promotion, Is Facebook the One to Like?

Fleishman-Hillard — Wed, 13 Apr 2011 22:50:25 +0000

The team from BizComm looks at Oreo’s recent Guinness World Record campaign and offers three reasons why Facebook provides a “better opportunity to engage.”