Tuesday, February 28, 2017

In a hyper-politicized world, brands must stay true to themselves - GLOBE AND MAIL

by PAUL LAWTON AND CAMERON SUMMERS
Originally published: 
Publisher: GlobeandMail.com 

In our hyper-politicized environment, what should a brand do when it’s confronted with the question: Should we take a stand?

Our advice is this: Be true to yourself. But to do this, you have to understand how your brand is viewed by those who are invested in it. Today, both consumers and executives believe that corporate reputation is based more and more on a sense of shared purpose. When a brand acts in alignment with that shared purpose, it will be rewarded with a strong corporate reputation. And when consumers feel a company acts out of alignment, it stands to pay a price.

It’s hard to keep up with the torrent of reporting on brands that have found themselves embroiled in an issue tied to a politicized statement. Compared to years past, consumer activism across the political spectrum is easier to rouse in this digital age.