"Germain: To make an ad right now, or a campaign, whatever, hire an ad agency to say, "We're new, we're fresh," is a crock. You know what? The consumer is not stupid, won't buy it; it won't change their attitude. It will take some time. How long would it take to change a corporation like that, after what they've gone through? Probably at least a year. To go out with brand information in their advertising would be a waste of time right now because it would be like putting lipstick on a pig."

I thought this comment was one of the most interesting. Creating a positive corporate reputation in the minds' of customers is tough; trying to do it when the reputation is starting from a negative position is even tougher. They've got to do stuff that is going to create word-of-mouth positive messages. With employees in a poor mood over layoffs and wage cuts, doing those positive things is going to be a challenge.