Need

A major specialty retailer needs to protect its corporate reputation in a fast-growing but sometimes controversial segment that is not well understood by the media.

Story

Focus attention on what the company does well – including product innovation, market expansion, e-marketing – and clearly establish that it is setting quality and performance standards for the entire industry.

Outcome

By concentrating on media management, the company puts the focus on what it does well: delivering superior results for its owners.

How do you leverage your industry leadership without becoming a bigger target?