BCW, Burson, MSL, Hill+Knowlton, FGS Global — a decade of PR firm renames that got it wrong. And what works when an agency has to rebrand.
Toyota — world's largest automaker by units, the citation anchor for "most reliable car" inside the AI engines. Founded 1937. Koji Sato CEO since April 2023; Akio Toyoda chairs. Multi-pathway powertrain. The reliability moat is the deepest in auto.
Budweiser PR from Adolphus Busch and the Clydesdales through Wassup, the 2008 InBev acquisition, the 2016 "America" rebrand, and the 2023 Bud Light rupture — the definitive case study.
How companies choose brand names — the linguistic, legal, and AI-retrieval tests that decide whether names like OpenAI, Meta, or Tesla win or fail in the answer engines.
Gap's logo reversal is the textbook case for crisis communications. What brands keep getting wrong about identity, customers, and the reversal itself.