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Ripple Effects Proposition 22 Could Set Off

Adweek “For people who want to get into [an app-based] business, you suddenly have a legitimized business model,” said Dean Crutchfield, chief growth officer of agency Crutchfield and Partners. “If you’re looking to invest in this market or develop a business that wants to get into this market, this is a massive boost in confidence.”

https://www.adweek.com/brand-marketing/potential-ripple-effects-proposition-22/ – Adweek

‘Marketing myopia’: Quibi’s flameout

“Advertisers are “clawing for anything that makes it viable” for the ad-supported TV and video model to continue, said Dean Crutchfield, CEO of marketing and growth consulting firm Crutchfield + Partners. Ultimately, advertisers who took the plunge on Quibi fell victim to a bad case of “marketing myopia”, Crutchfield said. “They were looking from the inside out and not the outside in — that was a major calamity for them,” added Crutchfield. “They made too many assumptions … they believed [Quibi] had permission to be in the market, where, actually, they didn’t have permission from users.” Digiday

LeBron takes Super Bowl off-roading in GM’s new electric Hummer

LeBron takes Super Bowl off-roading in GM’s new electric Hummer – NBC News
“There is still power in the Hummer brand,” Dean Crutchfield, a branding expert at Crutchfield and Partners, said. “America likes it big. Not everyone wants to be Paris slim, and Hummer is a symbol of American success.”

Nike risks being dragged into China NBA dispute

Nike risks being dragged into China NBA dispute – Financial Times
Dean Crutchfield said that despite the demands from the likes of Mr Rubio he would advise the company stay quiet. “Nike didn’t create this war…any crisis manager would same the same: avoid, avoid, avoid. If they play it right, they’re going to sell a lot more merchandise.”

Amid rift with China, will the NBA be forced to apologize?

Amid rift with China, will the NBA be forced to apologize? – ESPN
Dean Crutchfield, CEO of the crisis management firm Crutchfield + Partners, said Morey’s tweet, well-intentioned as it was, could cost the NBA billions. He wondered if a parting of the ways between Morey and the Rockets would appease China.

“You need to fire him and you need to fire him fast,” Crutchfield said. “China needs a statement, and for him to still be in his job is remarkable. I think Silver did a remarkable job with his statement, but this is a senior official, well aware of the importance of the Chinese market. One man, one tweet.”