Massive Nationwide Protests Are Not The Time To Push Your Brand
Civil unrest is NOT a branding opportunity, writes Eric Dezenhall for Business Insider, especially in the wake of tragedy. Corporations that believe self-serving opinion research risk angering multiple constituencies. Recall the 2017 Pepsi ad featuring Kendall Jenner, where she hands a cop a Pepsi while being cheered on. The commercial was pulled as it was seen to trivialize the Black Lives Matter movement. When should a company speak? There are two guiding principles, according to Dezenhall, and corporate executives should always be mindful of the differences between sincerity and pandering.
From Business Insider