Reputation

The game in Atlanta was supposed to be about football. That product, though, was a bit dull. Instead the real action occurred before the game started, between plays and after final gun sounded. The image game was all about PR, words (even when they were censored) and commercials.

It’s that time of year again when your belly yearns for wings, nachos and beer—Super Bowl LIII is almost upon us. Millions will tune in to watch the Patriots and the Rams square off on Sunday, but many more will also be watching for the Super Bowl ads, the priciest block of advertising time in broadcast history that are sure to inspire brand wins and losses of their own. Between the ads, the politics that the sport has found itself engulfed in over the past year, and the huge amounts of money being spent, let’s look at some of the biggest PR touchdowns and fumbles ahead of Super Bowl LIII.

It’s great when you’re so famous, your name is just one word. Cher is wonderful, so are Messi and Madonna. But what about not even needing words? Everyone knows it’s Nike by the swoosh. A piece of fruit with a bite taken out of it shows who made your laptop. Now Mastercard joins the small fraternity of iconic brands with wordless logos.

Despite the difficulties CEOs and brands experienced in 2018, they emerged victorious in the 2019 Edelman Trust Barometer, released late last month. The public trusts businesses and CEOs most to right the ills of society. “My employer” was the most-trusted entity.

Breaking through the noise arguably is the Holy Grail of PR. Here are five campaigns that silenced the competition, grabbed attention and created plenty of social buzz in 2018.

2018 was a difficult year for CEOs and brands, yet the 2019 Edelman Trust Barometer found “my employer” is the most trusted entity. In addition, the 33,000 responders in 27 countries expect CEOs, not government leaders, to help right society’s ills.

Apple has built its reputation for preserving users’ privacy is by putting CEO Tim Cook at the forefront. Cook’s thought leadership has been apparent in myriad op eds and interviews, having recently penned an article for TIME on how users can act to take their privacy back from bad actors. There’s no question a well-written missive from the C-Suite can make or break company reputation and goodwill with stakeholders. Here are three ways to get it right.

This week Gillette launched “We Believe,” a timely screed against toxic masculinity that updates its decades-old tagline to “The Best Men Can Be.” Its former tagline is reframed as a question: “Is this the best a man can get?” With more than 4 million views already, the ad has audiences divided on whether or not the campaign is a genuine push for social good, an opportunistic rebranding, or both.

On the tranquil island of Santorini, Greece, hugging the cliffs overlooking the azure blue Aegean Sea, it’s one person’s job to touch-up a boutique hotel’s white exterior. Every day; and it’s a full-time job. The hotel spends $29,000 annually on white paint. The hotel’s pristine exterior makes guests feel special, part of something luxurious. Does your brand’s image need a fresh coat of paint?

It wasn’t long ago when brands were told to steer as far away as possible from politics and social issues. The situation is more complicated today. Some consumers expect brands to take stands and will reward them for it. Several brands in the Washington, D.C., area are reacting to the government shutdown with acts of kindness. Will they be rewarded?