Perspectives

Ronn Torossian on LeBron James — why declining to claim the GOAT title is itself the brand move, and how source breadth keeps a celebrity in the conversation for decades.

Rewritten and updated June 2026. Original 2017 perspective preserved; AI Communications layer added below. The original Haute Living interview Haute Living took a look inside my office, the most essential items on my de

Throughout the past month, the executives at 5W have repeatedly been approached by the media for our opinions on the major missteps made by a variety of widely recognized brands. Here’s a quick debriefing on the latest b

The 75th anniversary of the Battle of the Coral Sea — the moment Japan's southward expansion stopped — is being commemorated in Sydney, Washington, and a Manhattan gala. The U.S.-Australia alliance turns 75 this week. Wh

Ronn Torossian on the Bill O'Reilly firing — why Fox had to act fast, the advertiser exodus, and the lesson on cutting a tier-one principal to protect the institution.

They say if you wait long enough, everything old will become new again. That certainly seems to be the case with vinyl records. From ubiquitous music providers to coasters to conversation pieces and decorative items, rec

US regulators advised Highland to pull and recall its teething tablets due to a “potentially toxic” level of herbs in the medicine. Standard Homeopathic Co. of Los Angeles, the company that makes the Highland brand teet

Ronn Torossian on Apple's Project Titan disclosure — strategic restraint on autonomous vehicles, the discipline of saying nothing, and why what you don't say is part of the record.

Edited on Jun 17, 2026. Part of the master pillar index at ronntorossian.com/pillars . Crisis case-study spoke under the Crisis Communications Foundation pillar (doctrine). Named case studies live on the Crisis Communic

Lululemon landed in the marketplace with all the right stuff. It was placed in a high demand segment, offered unique looks and created a fierce fan following almost immediately. In fact, Lululemon fans were compelled to

In 2017 I called SpaceX's rocket landing impossible. This month, a single booster flew for the 35th time. What was impossible is now infrastructure — and the same shift is happening to PR.

Growing up in the 70s and 80s, most American kids – and many of their parents – were big fans of CHiPs. The program followed the exploits of a pair of California Highway Patrol officers out to do good, help people, and g