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Opening Slide 2. Title Slide 3. Wendys Background 4. Kentucky Fried Chicken In the 1950s Dave Thomas worked as a head cook for a local KFC in Fort Wayne, Texas. The high school drop-out was approached by Col. Sanders himself to purchase KFC franchises. Thomas purchased 4 and as he worked with Sanders he suggested that he appear in the commercials himself, and developed their marketing strategy including the signature red striped bucket. In 1968 he had increased sales at his four locations so greatly that he was able to sell them back to Col. Sanders for 1.5 Million. 5. Wendys Opens In 1969 Dave Thomas founded and opened Wendys. The popular hamburger chain was named after his daughter, who was nicknamed Wendy. Due to lagging sales, Dave took a more active role in promoting the restaurant. This led to him beginning a spokesperson on both the franchise and consumer sides of the business. He appeared in over 800 commercials; more than any other person in television history. During the 1990s more than 90% of all Americans recognized Dave Thomas as a household name. 6. Dave Thomas the Philanthropist After becoming aware of his celebrity status, Dave Thomas was afraid it would encourage children to drop out of school. For that reason he went back and finished is GED in 1993. He then became a huge advocate of education. Adoption was also very close to Thomass heart. He was adopted at six weeks old and established a foundation to help children find permanent homes. Part of the proceeds he generated went to decrease the cost of adoption for adoptive families. 7. Crisis Overview see points 8. Legacy

9. Dave Thomas Timeline/Life 10. Wigs 11. Animated Wendy 12. Daves Hot N Juicy Cheeseburgers 13. Wendys Discussion 14. Apple Crisis Overview 1 min [see talking points document for overview] 15. Timeline of a crisis 1 min [see talking points document for overview] 16. iPhone 5 15 sec. Apples crisis could have been exacerbated by their inability to manage expectations. Their stakeholders wanted an iPhone 5 17. iPhone 4S 15 sec. Instead they got an iPhone 4S. At the time of launch, Steve Jobs was still alive and Tim Cooks announcement (one that predated his tenure as CEO) of an iterative change in iPhone modeling instead of an entirely new product could have impacted his credibility and ability to leadis Tim Cook really a new Steve Jobs (used as an adjective instead of as a proper noun) 18. Twitter heat map of Steve Jobs death 30 sec. The day after the announcement, Apple announced that Steve Jobs had died. In the 12 hours that followed, Twitter received 10,000 Tweets/second mentioning his name. That equals roughly 2.5 million Tweets.

19. Lights out at flagship stores 45 sec. Grassroots memorials started popping up around the Apple community. Apple fans left notes and flowers at Apple Stores and Flagships turned out their logo lights for the nightan unprecedented move and a powerful visual statement. 20. Google memorial on homepage 15 sec. Google, a company with a tense relationship towards Apple, posted a memorial link on their homepage. Another unprecedented move. 21. Apple Homepage 45 sec. Apples homepage was turned, immediately, into a memorial site for its iconic co-founder. All marketing links were stripped from the page wrapper and the spot reserved for key product messagingremember the iPhone 4S is only a few hours old at this pointis switched to a powerful tribute to Steve Jobs. 22. rememberingsteve@apple.com page 45 sec. Apples page 2 asks their stakeholders to submit their reflections and memories of Steve Jobs to a special email address. They have yet to announce their intentions on how to use these memories. 23. Apple crisis overview 1-2 min. We must ask ourselves what did Apple do right, what did Apple do wrong, and most-importantly, what should Apple have done differently? I contend that Apple did everything right in handling this crisis. They allowed their stakeholders voice to be heard, acknowledged their stakeholders voice by offering a place to be heard and by memorializing an iconic figure at the risk of minimizing their product sales for a newly launched item. Their actions can be summed up in one word: classy. They didnt encourage Tim Cook to make a statementhis credibility as a leader is not in question, but implying that a Steve Jobs replacement is already in place would feel premature. It will be interesting to see if Tim Cook does make a statement after an appropriate period of mourning passes.

 24. What Can Apple learn from Wendys? 25. What Wendys did well: They did their best not to change the companys culture by creating a legacy for Dave through their websites messaging and the foundations. What did Wendys not do well: When Wendys lost Dave they lost their vision. Their product offerings and marketing strayed too far from what the brand was. Now, ten years later they are recovering by using nostalgia and key brand attributes to recreate Wendys lost image in the minds of consumer and the franchisees. What Apple did well: They understood immediately that their founder was as iconic as the company itself. They didnt trot out the new CEO to reassure their stakeholders that everything would be alrightthey trust that their stakeholders are invested enough to weather this crisis with no loss of faith. They allowed their stakeholders an outlet to vent their grief. They stop marketing their products to devote their full attention and presence to the crisis at hand. What Apple did not do well: Not putting Tim Cook forward is a double-edged bladethey didnt try to diminish Jobs memory by pretending that they had an apples-for-apples replacement (pun intended) but, because Cook is not as well known, they could suffer from the appearance of a power vacuum if they dont time his next series of public steps strategically.