Chapter 9Game Changer 6: Build Equity
It’s raining brand bombs. In spring 2011, the head of the International Monetary Fund (IMF) and, until then, potential candidate for president of France, Dominique Strauss-Kahn, faced multiple charges resulting from an alleged sexual assault on an employee at a New York City hotel. The city prosecutor later dropped the charges, but his brand certainly got a little dinged up. Also, Arnold Schwarzenegger was revealed to have had a love child, and Rupert Murdoch’s British tabloid, the News of the World closes after a phone-hacking scandal returned to the news.
Ouch. And what’s most intriguing about these falls from grace is that they potentially affect not only the three brands at the center of each scandal ...
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