Most mornings, I start my day with a tall cold one – a 44-ounce Coke Zero, that is. Recently, I pulled into my neighborhood Speedway to find this beer truck unloading a fresh supply of the other kind of tall cold ones. The truck was a mobile billboard for Fat Tire, a popular and tasty craft beer. These kind of wraps can be smart investments in building a brand and drawing customers. But as with

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Bar graph showing relative trustworthiness of different spokespeople

Whether you’re experiencing a crisis, launching a new product, or trying to get people to attend your annual fundraising event, a key first decision is selecting the person who will be the “voice” of your messaging. Most people are inclined to go “straight to the top.” That’s why you expect to see the mayor at the podium after a tornado. That’s why, when we think about Steve Jobs, we remember him on a stage announcing new

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