I realize the new Edelman report is encouraging brands to take a stand. Of course consumers of 2018 want you to take a stance, they want to know who to boycott and trash on Twitter. For most politically minded people, politics in 2018 has become similar to cheering for a sports team.
My advice: be careful.
When the stance you take fits with your brand’s values, it will work. When it seems like a leader of the brand taking a personal stance, it seems shallow and tends to fail.
There is a big difference between a values-driven belief and a personal political stance.
For instance, Patagonia is pro-environment, so it works for them to take a stance on environmental issues. They have earned the right to speak out on fighting for public lands or the environment. It’s not an ad to them; it’s part of who they are. Their consumers see that stance as a perfect fit. It is natural that most hikers are environmentalists.
Another great example when it works is with Nike, who wanted to show they have their athletes backs, so taking a stance to support Colin Kaepernick’s kneeling works. The younger consumers are fans of the great athletes who are outspoken on politics, such as Kaepernick, Serena Williams or Lebron James. While there was the early talk of a Nike boycott, the actual Nike consumers loved it.
The former CEO of Starbucks, Howard Schultz, is extremely political, likely much more than the Starbucks brand or those who work for him. He has made numerous attempts to take a political stance, such as the #racetogether campaign, but his customers rejected many of those campaigns saying “you just sell coffee.” Given only 55% of people vote, many don’t want to be reminded of politics at a time when they are trying to escape.
The Chick-fil-a CEO has taken many political stances, opposite to those of Shultz. He is against gay marriage and has made a very pro life stance. Again, they sell chicken, and it doesn’t fit with the brand.
In the Kendel Jenner Pepsi ad, they tried to take a stance or two stances at once, by being for world peace and pro-police and managed to upset everyone. If you are going to play the middle of the road on politics, that might be even worse, so you may as well not say anything.
When there is no natural fit with your brand, stay quiet. Very quiet.
Looking at the Edelman data, while people want to know your stance, the same amount says they want to buy a brand because of their position, and will not buy it. While you can argue that’s an equal win-loss, if you sell ketchup, and lose customers because of your stance, you can’t expect the rest of your consumers to start using twice as much. Again, make sure it fits.
With such a divided electorate, it is too dangerous for brands to take political sides.
As a person, I love that people have political convictions and applaud them for speaking out. I loved that millions marched. It was truly inspirational. Now, if you enjoy speaking out, go for it. Your choice. I know you think I am wrong. I have tried to hint to friends that they should tone down their inflammatory Facebook posts, but to no avail. They seem to need that therapeutic. It is perfectly OK for an individual, buried somewhere on your personal Twitter or Facebook feed with your 334 followers. Have fun.
Higher profits gives you more of an opportunity to make an impact that matches up with your values
Brand’s only exist because companies figure they can make more money than if they sold the product alone. If having a conviction makes you more profits, I say, “Have more conviction!!!” However, if it costs you money, be smarter. Higher profits will allow you to make a difference quietly. If Nike makes more money supporting Kaepernick, they should do it. If Patagonia can make more money taking an environmental stance, then keep doing it. The math for Nike works because younger consumers are attracted to that message, and they spend significantly more on shoes than older consumers who might boycott Nike.
The only political stance I will ever take in public: go vote.
Make sure your brand’s stance fits with your brand values
To learn more about this type of thinking, you should explore my new book, Beloved Brands.
With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love.
You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution and analyze the performance of your brand through a deep-dive business review.
To order the e-book version or the paperback version from Amazon, click on this link: https://lnkd.in/eF-mYPe
If you use Kobo, you can find Beloved Brands in over 30 markets using this link: https://lnkd.in/g7SzEh4
And if you are in India, you can use this link to order: https://lnkd.in/gDA5Aiw
Beloved Brands: Who are we?
At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth, and profitability you will realize in the future.
We think the best solutions are likely inside you already, but struggle to come out. Our unique playbook tools are the backbone of our workshops. We bring our challenging voice to help you make decisions and refine every potential idea.
We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a brand idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand.
We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources.
Our brand playbook methodology will challenge you to unlock future growth for your brand
- Our deep-dive assessment process will give you the knowledge of the issues facing your brand, so you can build a smart plan to unleash future growth.
- Find a winning brand positioning statement that motivates consumers to buy, and gives you a competitive advantage to drive future growth.
- Create a brand idea to capture the minds and hearts of consumers, while inspiring and focusing your team to deliver greatness on the brand’s behalf.
- Build a brand plan to help you make smart focused decisions, so you can organize, steer, and inspire your team towards higher growth.
- Advise on advertising, to find creative that drives branded breakthrough and use a motivating messaging to set up long-term brand growth.
- Our brand training program will make your brand leaders smarter, so you have added confidence in their performance to drive brand growth.
To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching
To learn more about our training programs, click on this link: Beloved Brands Training
If you need our help, email me at email@example.com or call me at 416 885 3911
You have my personal promise to help you solve your brand building challenges. I will give you new thinking, so you can unlock future growth for your brand.
Founder and CMO, Beloved Brands Inc.