Tales of Deceptive PR, Chapter 26: About fifteen years ago, I worked in-house for a billionaire who had just bought his own private club in Tampa Bay. The bayside property had been in and out of bankruptcy, and the billionaire hoped to rebrand it as exclusive, ultra-elite, and high-end.The trouble was that the club had embarrassingly low, dirt-cheap membership rates because it was so desperate for members. It directly undercut our desired branding.So I had the club create a brand-spanking-new “international corporate” membership category that cost foreign businesses $1 million a year. Nobody ever paid for an “international corporate” membership,...