THE CHALLENGE OF REBRANDING DONALD TRUMP; New Yorker, 8/26/16

John Cassidy, New Yorker; THE CHALLENGE OF REBRANDING DONALD TRUMP:

"A successful rebranding campaign has to have two elements. It must be surprising enough to attract people’s attention and make them think again about a company or product. And it must be credible...

If he’s looking for guidance from the corporate world, Trump could do worse than reading up on the recent history of McDonald’s. In the early two-thousands, the world’s largest fast-food chain was facing big challenges. With consumers becoming more discerning and health-conscious, its business model of selling cheap, fried, artery-clogging fare had come under heavy fire, with critics such as Eric Schlosser, the author of “Fast Food Nation,” attacking its products, its cooking methods, and its treatment of its employees. McDonald’s sales growth was flagging, and so was its stock price.

The company launched a major rebranding campaign."

New BP CEO's Tough Communication Tasks Ahead; Harvard Business Review, 9/30/10

Stefan Stern, Harvard Business Review; New BP CEO's Tough Communication Tasks Ahead:

"Nearly six months on from the explosion which led to disaster in the Gulf of Mexico, what can we say for certain about Tony Hayward's (and BP's) mistakes?

One over-used word sums up their problems: communication."

http://blogs.hbr.org/cs/2010/09/new_bp_ceos_tough_communicatio.html