Brand Management During An Insurrection
Published on February 11, 2021, at 1:50 p.m.
by Adam Kern, Guest Contributor.
Consumers increasingly value brand positions that align with their own. Sharply divisive issues become difficult to navigate. Successful brand leadership reinforces company values, especially during turmoil.
Recently, resistance to sociopolitical change in the United States has degraded into undemocratic behavior by some. Video emerging from the Capitol protest on Jan. 6, 2021, shows behavior beyond any reasonable standard for political engagement by a brand. Uniform condemnation from CEOs across the nation parallels evaporating corporate support for those in government who foment destructive attitudes. Pew Research finds most Americans view the protest negatively.
Although public pressure to react is intense, the best brand response requires thoughtful consideration and introspection on how a company’s values interplay with current events.
Ben & Jerry’s has maintained its commitment to racial justice by recognizing the events within the larger frame of ongoing systemic challenges facing minorities. In a multi-platform statement, the unapologetically political company recognizes a double standard: “The events of January 6, 2021 were not a protest — it was a riot to uphold white supremacy. It was allowed to happen. The mostly white insurrectionists roamed freely and without consequence through the heart of our democracy. The only explanation is that this was allowed to happen because they were white — not Black, Brown or Indigenous people.”
Ben & Jerry’s has developed a politically conscious identity through years of consistent engagement, lending credibility to the strongly worded statement. Most brands are less politically established, thus in unfamiliar waters.
The Coca-Cola Company has been historically neutral on contentious issues, making commentary on the state of the union an awkward and challenging task. Prevalent in its consideration are millions of Coke drinkers who have never associated Coke with a political stance. The result is a more reserved statement.
Coke’s statement is tepidly observational compared to Ben & Jerry’s; however, the repercussions do not end there. Of greater consequence is the company’s decision to suspend all PAC contributions. Coke specifically acknowledged the relationship between its continued support and behavior surrounding the Capitol protest: “The current events will long be remembered and will factor into our future contribution decisions.”
Similarly punitive is AT&T’s response, who not only suspended contributions, but also shared in clear terms its cause-and-effect reasoning.
Although smaller in scope and less charged than Ben & Jerry’s statement, both AT&T and Coke demonstrate responsible introspection in their respective severances and statements. Brand responses will inevitably vary in tone and consequence as they consider what makes them unique.
Challenging circumstances compel brands to walk the walk. With a firm foundational commitment to company ethos, brands can look inward to find their roles in turbulent times.
