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-- was my hero every day.
For twelve of the last twelve years there is a villain in this tragedy that lies in that investigation.
Has not been Joseph Paterno response.
All right that was Nike founder and chairman Phil Knight standing up for the late Joseph Paterno who failed to.
-- reports of sexual assaults on a child.
By one of his coaches hitting go to the police there.
It was a risky move for the guy who heads up one of the biggest companies in the world not to mention one that's publicly traded.
Night Nike slipping a bit in trading today not saying it's connected to what happened with this talk that.
98 but marketing and branding pro Laura Rees says.
You know what this does not a wise move for the brand and so -- here's a deal -- have not really -- mr.
-- make comments.
About Joseph Paterno he also went after the -- Of the college essentially saying.
That they are the ones who should be looked at things such as saying joked Joseph Paterno was really not as much to blame as the trustees the trustees are fault.
And he's essentially saying who was the real -- -- Penn State he was -- back to turn around so he's wading deeper into this issue what do you make of that.
Well -- he's getting himself right in the middle of the issue as a matter fact didn't really hit speechless -- and the crowd these are.
People -- to memorialize the guy that that a lot than what their hero and certainly was a great -- up 46 year old.
He a year we are with football but there is a terrible terrible -- the very ended that and yes.
Neither cat in very important role to play their role not -- they're spokes people for their brands for their companies for -- -- and can -- you have two men that are leaders.
And Phil -- -- that covers responsibility.
Of course to himself but also to his brand and that Nike I think he was relying too much on his own emotion and his own relationship with -- who he called his hero.
Yeah he took a shot at the trustees he basically say you know -- in his talk today and what's interesting -- about this is that Nike when this scandal broke.
Put out a statement that they they were deeply disturbed by.
The basically the charges and they were there were analyzing and monitoring that situation very closely.
And then Penn State even took down.
Of the list of corporate sponsors and instead put up a message.
Instead of the names of the corporate sponsors the -- we'd like to express our gratitude -- corporate sponsors.
You know even a college even Nike -- to have -- treating this more delicately.
What do you make of that.
That's -- -- corporation's working days -- and that statement she read from Nike I'm sure was written by their communications and PR department.
That's -- Tennessee and that -- companies come out with why he doesn't think companies are very conservative why I think.
A lot of people they need to keep happy like customers like employees like stockholders and that's why they are so incredibly cautious.
Tell us tonight has been out there in terms have.
You know Darren who they pay for endorsements yet they supported Tiger Woods they even -- signed Michael beckoning and -- -- some lots of athletes over the years.
Really connected to their business he I think Phil -- went out on a limb.
For a you know just where personal resent that -- have consequences for the Nike brand company and what kind of consequences there.
Obviously there's going to be some negative PR long term is it gonna really hurt my.
But there is going to be a lot of talk -- a lot of dissatisfaction.
It played well to the audience there but no larger stake holders I think they're not gonna be happy that night went out so far and a -- for the -- hello this is.
-- for the ninety worker who's thinking possibly what about the victims of what happened with terrorists and does he wears a voice for them right.
Well and that's what I thought you and I think a lot of people like that think about that what -- out the fact that Joseph Paterno was the leader what -- What about the fact that Joseph Paterno in his own words talking about that the idea -- In the -- you have to have enough courage to go out there and make that play when.
He in fact not the ball on this one I mean it that's just you know -- an observation that a lot of people make -- a lot has been written about.
And -- and that's a sad sad tragedy nobody.
Nobody's perfect that's obviously -- but -- night.
-- -- -- -- -- -- -- All right Laura Ries branding and marketing experts so good to be with you tonight thank you -- time have a good weekend.