In the face of legal crises : how marketers creatively respond to legal challenges

Abstract

This paper seeks to chronicle the different ways marketers have successfully defended and/or defeated legal challenges that seek to stump their creativity. Previous research, existing laws and regulating agencies are surveyed to define the current lay of the land. Ten unique cases are analyzed to discover over ten alternate responses that brand ambassadors have either successfully or unsuccessfully provided in the face of legal crisis. The findings are summarized, and further research avenues are suggested with the aspiration that up-and-coming brands gain insights from lessons learned in the past.