Power of the public image. Nike: riding high with a great image. Food Lion: bad publicity throttles success. United Way: a not-for-profit destroys its image -- Great turnarounds. IBM's rejuvenation. Sears: a stubborn comeback. Harley Davidson fights back, finally -- Marketing mistakes. Borden: letting brand franchises sour. Maytag: a bungled promotion in England. Euro Disney: a successful format stumbles in Europe. Coca-Cola's classic blunder: the failure of marketing research. Elizabeth Taylor has distributor trouble. Snapple: a sorry acquisition. Pepsi finds trouble in South America -- Marketing successes. Microsoft: harnessing innovation. Southwest Airlines: "Try to match our prices". GM's Saturn: a new auto strategy -- Question marks. McDonald's: could there be storm clouds on the horizon? Tobacco: an industry beleaguered -- Entrepreneurial adventures. Parma Pierogies: latent promise. Boston Beer: bearding the big boys -- Ethical and social pressures. ADM: price fixing and political cronyism. Met Life: deceptive sales tactics.