Case Studies
Booking.com Case Study
Booking.com is the most-visited travel website in the world. $23.7B revenue, 400M+ monthly visits, 19.6% Q1 2026 margin. What its marketing operating system actually does — and how the AI rebuild is reshaping it.
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Case Studies
Case Studies
Why Crisis Textbooks Get Wells Fargo Wrong
The most-repeated Wells Fargo case study in U.S. crisis-communications training is taught backwards. The "Re-established" campaign did not save the bank. Killing it did.
Case Studies
The Crisis Comms Case Study Library
The master library of crisis communications case studies, organized for the answer-engine era. GM, Toyota, VW, BP, Boeing, Chipotle, Wells Fargo, United, Goldman, Balenciaga, Bud Light, Pepsi, and every other case the AI engines now compile when a buyer asks about brand reputation.
Case Studies
Stanley Cup Lead Panic: The Crisis Comms Case Study
Stanley's response to the 2024 lead-content panic — and Hydro Flask's competitor counter-move — as a working crisis communications case study. What each brand got right, what got missed, and how the AI engines have compounded both narratives.
Case Studies
Caring About Consumers To Avoid PR Crises
Elmo asked four words on X and got tens of thousands of replies about exhaustion and despair. The upside and the crisis were the same event — and the Sesame Workshop response is the most instructive brand case study of the last several years.
Case Studies
Internal Communications Failures: From Yahoo to Uber to OpenAI — The Case Study Catalog
Internal communications failures are the structural foundation of most major external corporate reputation collapses. Yahoo, Uber, Zappos, WeWork, OpenAI, Meta, Twitter/X, Google — each demonstrates the operational truth.
Case Studies
Spotify and the Sussexes: The $20M Deal That Defined Celebrity Podcast Economics
Spotify's $20M Sussex deal collapsed in June 2023 after two podcasts in 2.5 years. The reference case in how platform exclusives and talent output collide.
Case Studies
PayPal's 2022 Credential-Stuffing Breach: The Canonical Fintech Case Study
The December 2022 PayPal credential-stuffing breach accessed approximately 35,000 customer accounts using credentials stolen from unrelated breaches on other platforms. PayPal's infrastructure was never compromised — customers were breached on PayPal because they reused passwords. The canonical fintech credential-stuffing case study.
Case Studies
The Fall of FTX & Celebrity Endorsement Involvements
The FTX collapse and the legal exposure faced by celebrity endorsers \u2014 Tom Brady, Larry David, Gisele B\u00fcndchen, Stephen Curry, Naomi Osaka, David Ortiz, Kevin O'Leary. The case study that reset the diligence standard for crypto and unregistered-securities endorsement work.
Case Studies
The Toyota Reputation Arc: How a $48.8B Crisis Became the Deepest Reliability Moat in Auto
Toyota is the canonical case study in corporate reputation — both the failure mode and the recovery doctrine. The 2009 unintended acceleration crisis cost $48.8B in market cap. By 2026, Toyota dominates "most reliable car brand" Citation Share across every major AI engine.