Aligning Customer Expectations with Brand Image

At the 31st Annual Spring Seminar, Sheryl Pattek, Vice President, Principal Analyst, CMO Practice, Forrester Research spoke about millennial stakeholder engagement. In this video she discusses the need for organizations to structure their brand image to align with the expectations of millennial customers.

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Dick’s Sporting Goods Enters the Gun Debate: Revising the Playbook - Winning Case from Page and IPR Case Study Competition

Every year, Page teams up with the Institute for Public Relations to hold a student case study competition and the winners are chosen by a panel of some of the most prolific communicators in the world. This year’s winning case study examined the controversial decision by Dick’s Sporting Goods to discontinue the sale of guns in many of their stores, and the outcomes that followed.