Magazine article Risk Management

What's in a Name?

Magazine article Risk Management

What's in a Name?

Article excerpt

Celebrity chef Cat Cora is a known name in the cooking world. She has appeared on Food Network's Iron Chef and currently serves as co-host of Around the World in 80 Plates. As if that isn't a full schedule, she is also a spokesperson for both UNICEF and a series of garbage disposals, serves as an executive chef for Bon Appetite magazine and is in the process of developing The Cat Cora Show. Needless to say, she is her own brand. And that brand is worth more than just a pretty face. So when Cora was arrested in June on charges of driving under the influence, her whole brand was at risk. So too were her sponsors.

Or take the case of Peyton Manning. Shortly after signing a five-year, $90 million contract extension with the Indianapolis Colts in July 2011, he underwent a series of neck surgeries that ultimately cost him the 2011 season and his deal with the team. In March of this year, Manning, one of the best quarterbacks in NFL history, was released and the Colts immediately saw a drop in ticket sales. …

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