Abercrombie Adjusts to a World Moved On

For teens growing up in the late 90s to early 2000s, Abercrombie & Fitch was THE go-to status clothing store. Preppy, sexy and insanely popular. You could lose your “cool” card if you didn’t have an A&F logo emblazoned hoodie in your wardrobe. Preferably several. But, according to sales, critics and, most importantly, KIDS, culture has moved on…and Abercrombie is desperately failing to keep pace. You don’t need to go too far back in your time machine to remember a day when Abercrombie ruled on Read More +

The Foundation of a Strong Social Media Campaign

As social media continues to evolve around both our personal and professional lives, it’s even more important than ever for marketers to have a basic knowledge of how it works. Although social media is a dynamic channel that literally changes everyday, the essential core actually stays the same based on two key principles: networking and communication. Working with the fundamental values of social media will help you to adapt to the inevitable changes in the industry as well as help you progress on a professional Read More +

NCAA Championship a Huge PR Win

When Ohio State hoisted the first ever NCAA Playoff National Championship trophy, at that moment, they were far from the only winners. Ronn Torossian breaks it down. We have to start with Ohio State. The Buckeyes’ last national title came on a HIGHLY disputed penalty in double overtime against Miami. Worse, it came in a game that was already, unofficially, over. Everything, that happened after the field was cleared, and the teams came back out, will forever be a matter of public derision and dispute. Read More +

Sony, the Hack and Secrets Revealed

When Sony Co-Chairman Amy Pascal first heard about the hack that brought the massive entertainment and electronics company to the front page of nearly every news outlet in the world, she wasted little time in responding. Coworkers and colleagues were warned of a potential avalanche of embarrassing emails and other communication known to be critical of Sony clients and partner businesses. The time for plugging the dike was over. Damage control was the primary concern. Any bruised egos would need to be mollified, and any Read More +

Saks and the Right to Discriminate

Discrimination is no new topic in either the job market or in public relations. If anything, in recent years the tide has certainly turned against businesses that actively discriminate against certain recognized groups. While that’s not to say it doesn’t happen, as Ronn Torossian reveals, companies tend to pay a higher price than they once did. Still, there are those who want this debate to continue. They argue that employers have every right to choose who they want working for them. Even if that choice Read More +

Biased Officials a Problem for the NCAA

Breaking news on the football front. Those refs you hate really might be biased. At least, that’s the news coming out of the NCAA…and, as Ronn Torossian reports, that news should be ample cause for concern for college sports’ most golden goose. A recently published study presents what it calls the first empirical evidence that “something other than rule infractions” influences referees employed by the largest and most influential athletic conferences. According to the study, conducted by professors at Miami of Ohio and Florida State Read More +

Airstream Still a Dominant Brand in Recreation

Sometimes, brand recognition is as easy as making something so unique and attractive that everyone recognizes it, and so eponymous that nobody even tries to imitate it. That, says 5WPR CEO Ronn Torossian, is something that Airstream travel trailers have in spades. RVing has been around almost as long as there have been automobiles. Since the 1930s, people have been taking family trips and going on explorations in “campers.” Then, with the advent of the interstate system and a flourishing middle class in the 1950s, Read More +

The Future of VOD and How It’s Helped The Interview

The movie industry has long been trying to change the way that movies premiere. Busy theaters have led to costly premieres, and some film patrons simply don’t like the crowds that packed theaters can bring. According to 5WPR CEO Ronn Torossian, the only win-win solution for both movie production companies and film enthusiasts is clear: video on demand (VOD). With the recent success that has followed The Interview’s digital release, VOD may soon be the way that most people see new movies as soon as Read More +

Forget “white” this Christmas was Frozen

Every year it seems there is an “it” toy for the holiday season, but, this year, Ronn Torossian says a brand beat out any particular toy. That brand? No surprise…it’s been a very Frozen Christmas. Disney’s megahit movie brand proved to be the big winner this Christmas. Consumers purchased Frozen costumes, dolls, videos, watches, music, underwear, and even household supplies emblazoned with Elsa and Olaf. Disney, of course, is no stranger to effective mass marketing of its various brands, but with Frozen, Torossian said the Read More +

Professional Lessons from Taylor Swift’s Spotify Departure

We all knew that producers and publicists would make Taylor Swift a star even if we didn’t initially get her music at first. But truthfully, since her aggressive attitude in, I Knew You Were Trouble, mostly everyone can respect the artist whose career is rapidly moving toward. From branding various styles of gold-fronted teeth to her decisions to remove her work from Spotify, one thing is evident about the Taylor Swift team: they absolutely mean business. This complete business mentality continues as the Taylor Swift Read More +