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Post by account_disabled on Oct 25, 2023 9:03:32 GMT
Show empathy and involvement Your brand does not exist in a vacuum, but is part of an increasingly complex society. A society in which many things go well, but which are far from perfect. It doesn't help to pretend it isn't. It is therefore important that you show that you are involved as a brand. For some brands, this also means that you have to be able to make a political statement every now and then. Many companies find this terrifying, because they are afraid to alienate part of the target group. Yet the reverse is rather true: a brand that doesn't move does not build a bond with anyone. In addition, the people you alienate with a political statement were most likely not fans of your products anyway. Double standard A photo editor brand that has understood this well is outdoor clothing producer Patagonia. After storming the Capitol, they launched a campaign. In it, the brand strongly distanced itself not only from the demonstrators, but also from the way in which law enforcement officers responded. According to Patagonia, they operate a double standard: where BLM protesters are often dealt with harshly, these people are almost given carte blanche to enter the Capitol. Where the condemnation of violence still seems 'safe', Patagonia clearly goes a step further by really choosing a side. Nike also dared it. The sports brand stood firm behind American football player Colin Kaepernick. During the national anthem, Kaepernick knelt in protest at the many deaths among black men from police brutality. He came under a lot of criticism. Nike then distributed his portrait, which read " Believe in something.
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