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Wells Fargo: The Cost of Broken Trust

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Wells Fargo and the Fallout from Ethical Missteps One major brand that faced serious ethical and legal issues is Wells Fargo. In 2016, the company was exposed for creating over 2 million unauthorized customer accounts to meet unrealistic sales goals. Employees were pressured to hit targets that rewarded quantity over quality and customers were misled and billed for services they didn’t sign up for. This scandal had a lasting effect on how consumers viewed and interacted with the brand. Consumer Perception and Engagement Once the scandal was exposed, public trust in Wells Fargo dropped dramatically. The bank had long marketed itself as a trusted institution, but the revelations made many customers feel deceived and exploited. Wells Fargo dropped from 70th to 99th place out of 100 companies in consumer reputation rankings. (Inside Wells Fargo’s Plan to Fix Its Culture Post-Scandal,(n.d.). Many customers closed their accounts, and the company faced ongoing skepticism even after taking cor...
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Dunkin’s Rebrand: How Simplifying a Name Strengthened a Brand

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Dunkin's Successful Brand Positioning Dunkin’, once known as Dunkin’ Donuts, is a fast food brand that has built its identity around serving quick, quality coffee along with drive through breakfast foods. Its mission is to make people’s day by offering great-tasting beverages and food, served fast and fresh. (Pereira D., 2023).  Over time, the brand has evolved to reflect changing consumer habits, focusing more on being a beverage-led, on-the-go brand. This shift was reinforced through a major rebrand in 2018, when the company officially dropped “Donuts” from its name. By simplifying its branding and emphasizing convenience and coffee, Dunkin’ has repositioned itself to stay relevant in a competitive market while still delivering on its core promise. This change signals to consumers and competitors that Dunkin’ is more than a donut shop but serious competition in the coffee market. The updated logo kept the recognizable pink and orange color palette, maintaining brand familiarity w...
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Analyzing How Brands Apply the Marketing Mix

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Poppi - DoorDash - Coca-Cola Brand Stage Comparison  Poppi, DoorDash, and Coca-Cola demonstrate how businesses at different life cycle stages must adopt different strategies. While Poppi is working to capture attention and define its brand, DoorDash is expanding rapidly to solidify its place in the market. Meanwhile, Coca-Cola focuses on longevity, loyalty, and consistent reinvention to maintain relevant. 
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Preliminary Findings and Limitations on Nikes HydroFit Adapt Shoes

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  Nikes Objectives   The market research conducted for Nike suggests the brand has a high focus on athletic inclusion, innovation, sustainability practices, and digital presence. The HydroFit Adapt concept shoe incorporates all of these aspects. By creating apparel that considered future objectives , Nike can stay ahead of its competitors. HydroFit Adapt fills the gap for smart water shoe footwear demand.      Current and Future Industry Trends   Technology in Activewear    The Nike Hydrofit Adapt aligns with current key industry trends and the future of sportswear.  The rise of technology in sports and growing interest in wearables position Nike to have a competitive edge when creating HydroFit Adapt. There are future opportunities for Nike to integrate AI technology to enhance the self-adjusting fit, allowing the shoe to learn from user movements in varying terrains.      Sustainability Movement   Sustainability is...
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