A global sponsorship can help a brand gain exposure among new audiences, expanding its reach beyond local and domestic markets into marketplaces that it could not have otherwise penetrated. By committing resources, money and time to special events or programs that align with causes that are close to the target audience’s heart, a brand can earn a reputation for supporting endeavors consumers care about, creating a cascade effect wherein positive exposure leads to brand recall and affinity, then attraction, conversion and, ultimately, loyalty.
In addition to leading the way as a visionary, the chief executive officer of any business typically serves as the de facto “face of the company,” answering media inquiries, doing live interviews and keeping employees, board members and other stakeholders up to date on the current business strategy, initiatives, results and outlook. But what happens when a CEO comes under public scrutiny and pressure mounts on company leadership to address a reputational crisis or scandal introduced by the chief executive?