O’Reilly interviewed by Globe and Mail about Tim Hortons hockey-related marketing
Norm O’Reilly, dean of the University of Maine Business School, spoke to the Globe and Mail about the company Tim Hortons taking a step back into hockey-related marketing after the Hockey Canada scandal. “If it’s not perceived to be authentic, consumers are smart, and skeptical … and it can backfire,” he said. “ … Is it legitimately helping, putting resources in to make change – and has a marketing benefit too? In an ideal world, it’s both. You’re able to achieve your marketing objectives in a way that helps hockey fix its culture, and make these changes.”