Vanessa Canzini, eBay: Don't lose the brand magic
08 Apr 2011 | by Vanessa Canzini, eBay
It is crucial to reshape a brand to reflect reality, but never lose sight of what makes it special.
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Despite clients showing continued caution and asking agencies to do more for less, consumer PR consultancies continue to thrive, reports Kate Magee.
It is crucial to reshape a brand to reflect reality, but never lose sight of what makes it special.
McDonald's describes how it has resuscitated its reputation - and won over one of the brand's harshest critics, Jamie Oliver.
Aim for a bolder communications strategy by measuring your organisation's reputation.
Brands that manage their reputations on social networking sites are reaping the rewards.
Why do many comms directors confine corporate reputation management to results time?
The Sky Arts channels have challenged perceptions of the brand and been a commercial success.
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