Brands, take a stand

It’s getting awfully noisy out there.

The Trump presidency, whatever you may think of it, has given rise to a fever pitch of news, opinions and controversy.

In an ADWEEK article, columnist Adam Pierno talks about how our hyperpolarized media landscape has impacted branding. He writes:

What does “brand” even mean when a single word can bring boos and boycotts from half the country? Defining a brand has always meant defining the best customer and creating

a cultural context—but the current context is conflict. How a brand demonstrates an understanding of the pressure that conflict is putting on the lives of customers will separate it.

Pierno believes the time has come for brands to take a stand on issues that are important to them and their customers. The new media space is not a place where companies can tow the “center line.”

We think he’s right. The really cool brands today are those that align themselves with causes. Nike’s recent decision to feature Colin Kaepernick as a spokesperson is one notable example. Patagonia’s long-time campaign to protect the environment is another. Dove’s stand on women’s beauty is yet another.

In this age of tribal identity, a brand can’t afford to be all things to all people. It can’t please everyone. Without a meaningful point of view—and the courage of its convictions—a brand may soon become irrelevant.