This document discusses four cases: 1. The Johnson & Johnson Tylenol crisis of 1982 and their effective response that helped recover lost market share. 2. Arguments around protecting Michael Jackson's competitive advantages during allegations against him. 3. Martin Luther King Jr.'s "I Have a Dream" speech and how it translated an idea into a strategic message targeted at specific audiences through appropriate media channels. 4. A case study of marketing a hypothetical Lithuanian product is proposed but not described.