Branding: Much more than just a logo

I am now 10 days into my internship at Corporate Sports Australia working on the Chevron City to Surf for Activ and I have very quickly realised the importance of corporate branding.

Branding is defined by the American Marketing Association as a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. 

In the instance of the Chevron City to Surf for Activ, branding is vital due to partnership and sponsorship agreements made with external parties.

Every piece of documentation including but not limited to; press releases, emails, newsletters, event guides and marketing material needs to have the official Chevron City to Surf for Activ logo on it, as seen below.

Additionally, in written communication such as emails, press releases and published media it is essential that the event name is written in full, being the 'Chevron City to Surf for Activ' not the City to Surf or Chevron City to Surf.

Even when emailing press releases I am required to include a disclaimer note reading:
**Note: Please be sure to refer to the event by the official event name 'Chevron City to Surf for Activ' in all media.

By mentioning the disclaimer in my email I have reiterated the importance of branding and secondly I have covered myself in the instance that the event is not referred to correctly.

Due to Chevron's agreement as the exclusive naming rights sponsor for the event, Chevron must approve all logos and marketing material that is produced. This communication between Corporate Sports Australia and Chevron regarding the branding of the event allows both parties to have a sound understanding of the Chevron City to Surf for Activ brand and what it stands for within the community.

The first press release I produced I had several instances where I referred to the event as the 'City to Surf' but today having produced 15+ press releases it has become second nature to write the event name out in full.

In the instance of events; branding also allows the public to make the connection between the event and social media initiatives. In the case of the Chevron City to Surf for Activ, the hash tag #CTSjourney is being used via social media platforms including Twitter and Instagram. Through the branding efforts made by Corporate Sports Australia and associated parties this hash tag is immediately recognisable to the public to be in relation to the Chevron City to Surf for Activ.

So far I am very much enjoying my internship at Corporate Sports Australia and am looking forward to seeing all the behind the scenes preparation come together on the 25th of August. I look forward to updating you all on my progress and sharing my experiences with you.

Calling all press...Press Release galore!

I am now well and truly into my placement at Corporate Sports Australia working in the public relations area as a media assistant.

As a part of my role I am required to produce press releases to promote the up coming Chevron City to Surf for Activ in Perth on the 25th of August 2013.

Prior to my placement I felt my press release writing required some fine tuning, however with the help of Kendell, my supervisor at Corporate Sports Australia I feel as if my writing is improving every day. I have learnt that within different industries and companies the desired press release format and structure differs slightly. Throughout my time so far at Corporate Sports Australia I have realised that in my future professional endeavours I will need to be flexible in my writing style to adhere to guidelines set out for me as opposed to relying on structures that I was taught in units like PR Techniques.

So far I have produced various press releases that have been sent to local media outlets such as The Stirling Times and Mandurah Coastal Times. My press releases generally have one of three main messages:

1. Promoting the Chevron City to Surf for Activ School Challenge.
2. Promoting international coverage of the Chevron City to Surf for Activ.
3. Human interest ranging from inspirational stories to outstanding fundraising efforts of participants.

The Chevron City to Surf for Activ has a 'Share your Story' application in which participants can send us information stating why they are participating or what the Chevron City to Surf for Activ means to them. These applications have formed the basis of many of my press releases with participants sharing inspirational and triumphant stories.

Once I receive the application I then contact the individual to informally interview them and find out a little bit more about themselves on the basis of forming a press release. At first I found this difficult as I had never called someone to interview them before, but after the first one my nerves lifted and I realised that people are generally very willing to share their story as they have already taken the first step themselves and appreciate that I am contacting them. Interviewing participants is a part of my role I really enjoy as people are willing to share very inspirational stories which are very interesting to listen to.

An essential goal of my phone interview is to obtain quotes that I can use in my press releases. I find this hard as most of the time people generally don't say a perfect quote that is suitable for a press release. I discussed this problem with my supervisor Kendell and she informed me that as long as I was saying exactly what the individual said I was allowed to tweak the quote to make flow better or I could use an indirect quote as opposed to a direct quote. In certain circumstances when I haven't been able to obtain a direct quote from my phone conversation I am also able to email my quotes through to the individual for approval, I find this very useful as I am able to produce a powerful quote from what the individual has told me to fit perfectly in with my press release.

I look forward to updating you with what I get up to at Corporate Sports Australia working on the Chevron City to Surf for Activ over the coming weeks!

alas, the end.

After completing my placement at Corporate Sports Australia i'm so glad i was given the opportunity to gain some practical experience in the real world of public relations - and to be able to this as part of my degree.

While hours spent stuffing envelopes and sifting through survey results wasn't exactly my idea of fun, you've got to start somewhere!

During my internship i was given some great opportunities to put my skills and knowledge of the Public Relations industry into practice through media release writing, producing business reports, media guides and stage managing on event day. I was able to build on this knowledge through attending a press conference, communicating with key stakeholders and working alongside industry professionals.

I've gained invaluable PR experience from interning at CSA, as well as some great insights into the world of Marketing and Event Management. Receiving great feedback from my supervisors has given me a great confidence boost and reinforced just how relevant everything i've learnt at Curtin really is.

And i think, just maybe, i am ready to enter the challenging and fast paced world of Public Relations. Look out.

Traditional Public Relations - So much more satisfying!

Over the course of my internship at Corporate Sports Australia i've spent a significant amount of time completing tasks generally thought of as 'traditional public relations' - such as media release production and distribution.

After writing a number or media releases on the city to surf, i am a firm believer that tradtional PR tools still have a place in today digitalised society.

Of the last four media releases i've produced, two have generated some excellent free publicity in The Sunday Times! yay! and some were also featured on the City to Surf website. In my opionion seeing some recognition of your hard work in print in the newspaper is so much more exciting and satisfying that simply maintaining a presence of Facebook.

Except when i told my mum and she couldn't understand why name wasn't on the article. 'No mum, i didn't actually write the article, i wrote the media release. Which the journalist then decided to write an article based on.' She definitely did not share my excitement.

Corporate sports are very into championing the notions of 'tragedy and triumph' within media release content. As interns we were pushed to seek proactive stories that will connect with the wider Perth community, tapping into emotions through, inspiring stories of everyday people - like them! And then hopefully encouraging them to get off the couch and run a marathon!

Earlier in my placement i wrote a media release on the cutest couple ever. Now in their 70's they have run every single City to Surf to date! And they were probabaly the nicest people i've ever met, they even sent me loads of old photos and media clippings from marathons they've competed in around the world.It was nice to be able to recognise their acheievement and give them something back through getting the story published.

Writing media releases at my internship gave me an opportunity to showcase some of the skills i've picked up over the last three years of studying and i now have some great pieces of work to include with my CV.

Underestimating the importance of good internal communication between employees

Corporate Sports Australia is a very small office. There would not be more than 15 full time staff squeezed into one floor of offices above bar 1907 – and a lot of the staff don’t even have an office. About 6 of them (plus the interns) work from adjoining cubicles.

In such a small office , when you are constantly within a metres distance from another colleague, you would think it would be easy to maintain good internal communication. Apparently it’s not.

During my 10 weeks at CSA I heard a few of the employees mention how bad internal communication was within the organisation and how much better it had been in previous years. As an intern I imagine I did not experience the full extent of where it was lacking, especially as I had no idea of what ‘good internal comms’ looked like.  

While there were 15 staff in the office, only five of these were really involved with the City to Surf. And despite them being in constant contact with each other (where it was essential to the management of the event) there seemed to be a lack of general support.

Over the course of my internship a few instances gave me an indication of just how bad there communication was – and it really impacted my view of the organisation as a place of work and my relationships with senior staff – which in turn affected my attitude to work and possibly my work ethic.

About 2 day before ‘event day’ i’d received no information on what I’d be doing at the City to Surf – so I assumed I would be assisting in the media tent with the majority of the interns. Nope. On the Friday before the City to Surf (Sunday) myself and another intern were walking down to a press conference when she said, ‘hey congratulations on getting the stage manager role for Sunday.’ Stage manager? I had no idea this role existed nor had my boss mentioned it to me. Ever.

Later that day, i was ‘briefed’ on the role by the intern. Having been put in this role at such late notice, made it feel as if I were simply thrown in there as an afterthought. The fact that my boss had not bothered to tell me herself made it feel like a really insignificant job – which was reinforced by being briefed by an intern. Having now fulfilled this role I know one thing:

There was A LOT of information that no one bothered to tell me.

Funnily enough, my next task was to create a formal brief for the next intern who would be assigned the role of stage manager. How nice for them.

Following event day (Monday was one of my normal office days) I was ready to head in when I got a message from another intern making sure I knew we were not needed in the office until lunch time. Thankfully I got her message before I left, because all the senior staff had neglected to share this information with me.

On my last day of interning I spent 5 hours by myself in the office sifting through stats. The other staff had not bothered to mention they would all be out of the office until the afternoon.

These do seem like quite petty examples of bad internal comms and as an intern I never expected to be treated on the same level as senior staff, but as a result, it really changed my impression of the organisation and the people I was working with.

Until next time (hopefully with less whingeing)

Alanna

Welcome to the bottom of the food chain.

Hi everyone and welcome to my first blog post. Like many of you, I have recently completed an internship as part of the Curtin University unit, Public Relations 393 (Professional Practice). This blog will serve as a forum for reflection on the day to day experiences (good and bad) and musings of a third year Journalism and Public Relations students trying to get by in the ‘real’ and not always glamorous world of PR, marketing and event management.

So, where to start?

I have a serious problem with making decisions. When it came to applying for university, along with PR, I was tossing up between marine biology, environmental science, English literature, politics, history, archaeology and about a billion other things.  I feel exactly the same way when it comes to looking beyond my PR degree. Not-for-profit? Fashion? Events? Music? In house? Consultancy? Whatever Samantha does on Sex and the City?

So, when it came time to look for an internship – let’s be honest, I was lost.

When I saw that Corporate Sports Australia (CSA) was taking on PR interns, I thought why not? While sports was never an area I’d considered working in, I figured this would be a great opportunity to get some practical experience in a challenging environment – working behind the scenes on Western Australia’s largest community sporting event – the ‘City to Surf.’ 

Day 1 – ‘Lets feed the interns to the sharks’

I was pretty nervous about my first day – mostly because I have very little experience in the ‘real world’ of PR. While I have gained excellent knowledge of the industry through my studies, it is still a huge leap to go from assembling a communications plan for a client you have never met, to providing practical and feasible recommendations for someone who is actually asking for your assistance.

Nerves aside, my first day at the CSA office started off much as I expected. Myself and another intern were introduced the small team of about fifteen staff. Throughout the internship as a PR/Events intern I would primarily be working with three people at CSA; the Event Manager, the Marketing and Media Coordinator and the Volunteer Coordinator. While CSA is essentially a consultancy, for the duration of my internship I would be working solely on the City to Surf.

We were then given a DVD to watch as an introduction to the event. While I was able to gain an insight into what the event is and it’s history, I was left with no knowledge of the organisation itself, the vision and mission of CSA or the role of PR/Marketing/Advertising within the organisation.

With this in mind, I was giving my first major and completely unanticipated task.

Presumably, my supervisor had not intended to make my head explode on my first day. Or, maybe she had. Nonetheless after watching the DVD and perusing the City to Surf website, I was asked to create a ‘Marketing Operations Plan’ for a major sponsor.

I feigned some confidence and gratefully accepted a very brief document with a list of headings I was to include in this ‘plan.’ They included things like contra management, sponsorship details, services offered by CSA, volunteer coordination plus many, many, more. (cue head exploding)

Looking back now, the report seems relatively straightforward. Yet on my first day at a new organisation, I was absolutely lost. Ahem, Contra management? Yet by some miracle and after many questions, I managed to create an altogether not-too-shabby report!

To sum up my first day of interning:

•       I think it would have been beneficial to both the interns and CSA itself to conduct a formal briefing session before we commenced our internships. Looking back now, there are many things I would have done differently and possibly better, had I received some initial information. 
•       Being an intern was not as daunting as I had anticipated. The people were friendly and happy to answer any questions I had.
•       No one asked me to get coffee or collect their dry-cleaning. WIN
•       I LOVE having an excuse to dress corporate and power walk through the city with an air of self-importance like the other business people!

Alanna

Final Race Time of 26 Days

Well the day has arrived! All that planning will be paid off this morning, Sunday August 26! Been up at 4am may not seem the most ideal situation but it did not phase me at all. I could not wait to be at City Beach Oval! 

Watching people pass the finish line and listening to interviews conducted by the media to the winners felt like a huge achievement thinking ‘hey I helped put this all together.’ It was amazing to see all that planning come together on one day and it was also extremely rewarding, making all those hours worthwhile.

I have learnt so much and I cannot wait to get a job and show off what I have learnt and further extend my knowledge in the public relations industry.

A few valuable lessons I will take away from my internship are:

Planning

Without planning, you are just going to create a recipe for disaster. every little detail for the event was planned and had a team behind it that had worked on it and designed it to work in a certain way. Although during my internship some tasks I did, did not seem as important as others it was all a part of the ‘bigger picture’ Planning for anything and everything that will and could happen on the event day all works to ensure a smooth event to be enjoyed by the participants and the organisers. 

Time Management

The ability to meet deadlines and have a high level of organisation is all part of maintaining strong relationships with both stakeholders and colleagues. As the event was on August 26, there were a series of tasks that needed to be done months, weeks and days in advance and without the completion of those tasks the event would not have gone ahead and would have been terrible. 

Time management and organisation reflects highly on the industry you are in and a part of. 

Verbal Communication

The PR industry relies heavily on both written and verbal communication. Whether you are communicating with your colleagues, stakeholder groups, publics and other industries, communicating confidently, fluently and well is very important. PR is all about messages, 

As an intern it is pivotal that you have a excellent verbal communication to ensure you all a part of the planning and the organisation and your voice is getting heard.

Teamwork

PR heavily relies on working in teams. Who knew all those group assignments with good and not so good group members would be a reflection of the type of team work you would be doing in the industry. Especially working for such a huge event, it would be impossible for only one person to do this event all by themselves and have the same results as if a team were to organise it. 

CONFIDENCE

One priceless lesson I will be taking away from this unit is ‘confidence’. Over the 26 days of interning, I have grown confident in my ability to step into the ‘real world’ as they call it and apply for jobs knowing I can do it, and I’ll be able to do it well. 

I cannot begin to describe how much I enjoyed my time at Corporate Sports Australia and help organising the City to Surf and to be a part of such a great community event. I was given some great tasks and felt like I was providing a service to the event. All the little tasks that may seem not so important such as answering emails and phone calls was a huge learning curve as you were interacting with primary stakeholders and aware publics - the way you responded to their queries reflected on the practice of event management and the organisation itself.

I’m also glad to know that I will also be helping out with their next event, the inaugural Suncorp Bank Fremantle Fun Run that will be on November 11. 

I hope you all enjoyed your internship as much as I did and good luck with the final weeks of semester!

Thanks,

Steph Sbrocco

Diffusing the Crisis

“In today’s world, it is not a question of if or whether an organisation will experience a crisis; it is only a matter of what type of crisis will occur, what form it will take, and how and when it will happen.”

Ian I. Mitroff

As Race Day comes closer and closer, things are starting to get more hectic around the office, making sure that the year of planning has not left anything out or not completed perfectly. Race Week mainly consisted of last minute planning and organisation with tasks such as booking a helicopter for event day for the production team, promoting Race Week events and spectator zones on Facebook, final newsletters to Team Captains and participants and final preparation for the press conference. 

One of my tasks during Race Week was to create media statements for crises that may happen on Race Day. This included a notification of fatality, an incident if a participant ran the wrong way and protestors against Chevron, as Chevron thought they may arrive at the City Beach Oval and protest at the presentations. The media manager and marketing coordinator explained that at last year’s event there was the unfortunate case of a participant collapsing at the finish line and passing away and a media statement needed to be released to inform the media what had happened and keep information controlled. She then continued to tell me that although it may seem morbid in writing these statements, it was an important detail in the planning of the event as they need to be prepared for everything and anything that could happen on the day and ensure that the organisers were not caught off guard. 

Crisis Management has been spoken about right from the start in PR Principles to to PR Corporate and Consultancy. Doing the PR 393 Professional Placement unit can allow you to put all this theory into practice, just like I had to.

A crisis can be defined as an extraordinary event or series of events that adversely affects the integrity of the product; the reputation or financial stability of the organisation; or the health or well-being of employees, the community or the public at large. (Wilcox et al 1995, p. 222) 

Potential effects of a crisis can include a loss of reputation, decrease of sales, other financial loss in the terms of compensation and costs of products, management being distracted from regular business operations, loss of employee motivation and new political regulation imposing constraints for business.

However, the way a crisis is dealt with by the organisation can heavily impact the consequences that they are further dealt with. For example, comparing the Queensland floods with the Japanese tsunami is a great way to show good and bad crisis management. Although no one is accountable for a natural disaster, if your risk management is not well prepared for dealing with the potential impact of a natural disaster, then you will be accountable for its consequences. 

The Queensland floods was a terrible natural disaster but the way Premier Anna Bligh and her team dealt with it deserves recognition. Anna Bligh always spoke to the public and media, leaving nothing hidden with regular updates and information in regards to how the government and SES were dealing with the situation. She showed concern, consistency, confidence and competence and was not aggressive during and after the floods.

Looking at how the Japanese government dealt with the aftermath of the tsunami and the nuclear plants, it is evident that it was not dealt with as effective as it could have been. Not having a solid speaker until the Secretary took charge, did not allow information to be released as smoothly and the Japanese public felt as if they were alone in the middle of the crisis. There was no confidence, competency or consistency shown.

Although no crisis occurred on Race Day that needed a media statement to be released, there was that ease of having a statement ready and knowing that even organisers would not be caught off guard and would be able to have control over an unfortunate event. 

What crisis do you think was handled well or terrible? Have you had to do any crisis planning at your internship?

Thanks,

Steph Sbrocco

And welcome to the City to Surf press conference!

I have been doing many tasks at my internship which include media releases, answering emails, official invitations to the event, schedules, newsletters, offline registrations and write ups for the City to Surf website (which you can have a look at here)

About a month into my internship I was then given my official role for event day - I would be the media assistant. This role would include helping out the Media Coordinator on the day, been at the finish line in the media tent, helping out the media with any queries they may have, making sure the athletes that place get an interview with them and organising the official pre-event press conference. 

To say I was excited about my role was an understatement. To be the organiser of the Chevron City to Surf for Activ press conference, their main media opportunity was amazing! About four weeks prior to the conference I started organising it, making sure I had athletes from each ‘field’: elite, human interest and interstate, writing out the MC Notes for event commentators Jon Kappler and Ray Boyd, the floor plan, working with the PR team from Chevron, the running sheet and the official invite.

Another first for the City to Surf is the attendance of two Japanese elite athletes, an agreement that was made with Japan and the Department of Sport and Recreation where Japan will send two of its elite athletes to compete in Perth’s top running events and some of WA’s elite athletes will compete over in Japan, further placing the Chevron City to Surf for Activ on the international running calendar. 

For the conference I secured the following speakers:

Elite Athletes: Kenyan athletes Luka Chelimo and David Kemboi and two Japanese elite athletes Chihiro Tanaka and Takeshi Niki.

Interstate Athlete: Sam Maxwell and Lauren Shelley

Human Interest Speakers: Monika Volpi and her guide dog Jonnie, Activ ambassador Beth Ebert and her family and Richy Bear, a man who will be running the Half Marathon in a bear suit. 

Working on the press conference made me think back to PR Media 250 when we discussed if media conferences still have a place in today’s industry, looking at the pros and cons. The positives of a media conference are that it gives journalists the ability to ask questions, relays on one key message, involve your employees (i.e. them attending), information is more controlled, able to personalise the story, gives the opportunity for simultaneous announcements and adds credibility. 

For example, a press conference that worked extremely well was during the Queensland floods when then Premier Anna Bligh used many press conferences to update the media with information about the floods and ensure that the people of Queensland were kept informed and understood the government knew what they were going through and that they were trying to fix it.

The negatives of a press conference however can include the opportunity to make you vulnerable to negative questions.

In my opinion, having a press conference for the Chevron City to Surf for Activ worked successfully. This was their chance to showcase key participants to the media and release information such as ‘event organisers are expecting a record 45,000 participants to attend the event’. See here for the article published on PerthNow after the press conference with this information. After this experience I also agree with the fact that press conferences do have a place in the industry given that they are organised well and for the right reasons - there is no point holding a press conference to release information that is not valuable or would give your company the opportunity to be vulnerable to negative questions. 

So after getting minimal sleep the night before due to nerves, I couldn’t wait to show off what I had been working on for the past month. We went to the Chevron office to get ready to set up. We went to the conference room and started to put the media backdrop together. The thing is, no one knew how to put up the banner. That’s right no one knew how to do it. This was what I was fearing the most - something going terribly wrong. How could I hold a press conference without a media backdrop? You just can’t. At the same time, speakers started to turn out so it was fair to say the beginning of the conference was a bit of a nightmare. I had to go to a corner and calm down for a bit and work out what needed to be done. Thank goodness for my fellow intern Alanna and the Chevron girls who figured out how to set up the media backdrop whilst I briefed the speakers of how to the conference was to run. Once the conference started I could breathe and I must congratulate on the fantastic way Ray Boyd and JK did the event - the way they speak and engage with the media was amazing and so inspiring to hear, you can understand why they are the event commentators for the Race. 

The press conference didn’t run as smooth as I would have liked - but there was a lady with her guide dog, a man in a bear suit and a three year old toddler, so maybe next time I would think more about what kind of speakers will attend and the flow of movement a bit better. I also learnt a very valuable lesson that I should have thought about before - to test out the media banner.

Rob de Castella, Sam Maxwell and Lauren Shelley speak at the Chevron City to Surf for Activ press conference

Overall I loved having the trust of the event organisers to be the organiser of the press conference. Not many people get to take on such an important task as an intern! I felt very honoured that the people at Corporate Sports gave me this responsibility and it was a fantastic experience.  I learnt so much about planning all the little details and how important planning is to ensure that the event goes smoothly and nothing is left out. It is the little details that may not seem like a great deal but at the event you realise that without those little details it would all fall apart. I also grew confident in my ability to tackle tasks and work in the PR industry and with other people.

What are your thoughts on whether a press conference still has a place in today’s industry? And what amazing tasks have you taken on in your internship? Would love to hear them!

Thanks,

Steph Sbrocco 

Putting the RAN in BRANDING

Throughout my internship at Corporate Sports Australia for the Chevron City to Surf for Activ, I have quickly realised the importance of branding. Throughout our degree the importance of branding has come up and although it seems straightforward, it is when you put it into practice in the ‘real world’ you see it all come together.

Branding is a distinguishing name and/or symbol such as a logo, trademark or package design, intended to identify the goods or services of either one seller or a group of sellers and to differentiate those goods and services from those of competitors.

The diagram below looks at the positioning of the brand and understanding the link between a brand and its organisation, customers and competitors:

Based upon stakeholder evaluations of the strongest corporate reputation within different countries, they suggest that organisations with the strongest reputations are characterised by high levels of visibility, distinctiveness, authenticity, transparency and consistency. 

Every piece of documentation - media releases, official invitations, emails, newsletters and letters need to have the official Chevron City to Surf for Activ logo/brand on it and every time the event is written out, it needs to be ‘Chevron City to Surf for Activ’ not ‘Perth City to Surf’ or ‘City to Surf fun run’. In ensuring that all documents have this logo on it , event organisers are able to know, with confidence that its customers and competitors are familiar with the brand and can easily identify what the event logo is and are shown the same consistent logo that is distinctive from other events and organisations and is visible to them.

The event organiser, explained to my fellow intern Alanna and I about how important branding is. Everything needs to get the tick of approval from Chevron, and both organisations have an understanding of the brand of the Chevron City to Surf for Activ which you can see at the beginning of my blog post. Although the white background in the logo may seem irrelevant and unimportant, it is a part of the brand. The event manager wanted to test out a black background for the banners that will be placed everywhere - in the Event Expo, all down St Georges Terrace, Adelaide Terrace and other streets in the City and at City Beach Oval. When a sample arrived at the office, we were shown the difference between the black and white banners and all agreed that not only did the white background look more effective and let the writing stand out more but was more reflective of the City to Surf ‘brand’. The event manager continued to tell us that Chevron may not have approved this logo as it was different to all the logos that were currently in use but was good to test it out and see the difference and make notes for next year’s event.

Above are the banners on St Georges Terrace, the City start line. Imagine them with white writing and black background, the design that wasn't put forward. 

Branding may just seem to be a part of the process and come as second nature to include the proper naming of the event and have the logo on everything but when the event manager explained in literally black and white how branding works and why the banners need to have a white background, it opened my eyes to see this little detail has such high importance and works with the organisation, its customers and competitors.

What are your thoughts on branding? Have you had an experience at your internship when the wrong or right brand has been put out to the public or know of any brands that have gone wrong or are successful? 

Thanks,

Steph Sbrocco