• Summarize how the NFL dealt with the situation.
• Do you think the Patriots acted correctly or incorrectly? Explain your answer.
• Do you think the NFL acted correctly or incorrectly? Explain your answer.
• Why was internal communication and external communication important in this scenario?
• Based on the discussion of branding in chapter 7 in your text, how do you think the negative publicity has affected the Patriots brand? Has it affected the NFL’s brand?
• Assume you’re the director of sponsorship for the Patriots. How would you address the “Deflategate” situation? What would you communicate to sponsors who may be considering dropping their sponsorship contracts?
• Assume you’re the director of marketing for the Patriots. How would you address the “Deflategate” situation? What would you communicate to season-ticket holders and fans?
• What strategies and tactics should the Patriots implement, if any, to improve their brand image following the “Deflategate” situation?
• In recent years, the sport world has had a variety of well-publicized problems, such as the Penn State sex abuse issue, the Oklahoma State University scandal, and the Major League Baseball steroids problem. How would you compare the way the Patriots handled their image problem to the way other organizations handled their problems? Explain your answer.
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