{"id":47126,"date":"2019-02-04T08:00:03","date_gmt":"2019-02-04T13:00:03","guid":{"rendered":"https:\/\/businessesgrow.com\/?p=47126"},"modified":"2019-02-04T08:00:03","modified_gmt":"2019-02-04T13:00:03","slug":"brand-political-stand","status":"publish","type":"post","link":"https:\/\/businessesgrow.com\/2019\/02\/04\/brand-political-stand\/","title":{"rendered":"No. Not every company needs to take a brand political stand."},"content":{"rendered":"<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-47127\" src=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2019\/01\/Screenshot-2019-01-03-16.51.02.png\" alt=\"brand political stand\" width=\"800\" height=\"698\" srcset=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2019\/01\/Screenshot-2019-01-03-16.51.02.png 944w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2019\/01\/Screenshot-2019-01-03-16.51.02-300x262.png 300w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2019\/01\/Screenshot-2019-01-03-16.51.02-768x670.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<p>One of the most fascinating trends right now is <a href=\"https:\/\/businessesgrow.com\/2018\/09\/17\/values-based-marketing\/\" target=\"_blank\" rel=\"noopener\">values-based marketing<\/a>. Research shows that a company that aligns with consumer values, and perhaps even take a brand political stand, can increase loyalty, purchases, new customers, and even premium pricing.<\/p>\n<p>Of course the <a href=\"https:\/\/businessesgrow.com\/2018\/09\/05\/nike\/\" target=\"_blank\" rel=\"noopener\">Nike &#8211; Colin Kaepernick move<\/a> made all the headlines and pushed this topic to the forefront but many companies have been enacting programs based on shared meaning for years:<\/p>\n<ul>\n<li>H&amp;M\u2019s \u201cConscious Collection\u201d\u00a0of eco-friendly clothing features 100-percent reclaimed nylon fiber from fishnets and other nylon waste.\u00a0H&amp;M was one of the first fashion retailers to make its supply chain transparent, and it constantly monitors the\u00a0working conditions\u00a0of the factories where its products are produced.<\/li>\n<li>Airbnb\u00a0aired an ad during the Super Bowl to protest U.S. immigration policies. The ad, called \u201cWe Accept,\u201d showed a montage of people of different nationalities along with the words: \u201cWe believe no matter who you are, where you\u2019re from, who you love, or who you worship, we all belong. The world is more beautiful the more you accept.\u201d<\/li>\n<li>P&amp;G launched \u201cWe See Equal,\u201d a campaign designed to fight gender bias and workplace inequality.<\/li>\n<li>Much of American Eagle&#8217;s teen marketing is based on anti-gun messages and gay rights.<\/li>\n<\/ul>\n<h2>Meaning is money<\/h2>\n<p>Companies have awakened to the fact that &#8220;meaning&#8221; is marketing. Meaning is money. Sometimes that comes through a brand political stand.<\/p>\n<p>In the past year, 33 percent of millennials and 35 percent of Gen Xers\u00a0boycotted a company or product they had previously spent money on, according to a\u00a0<a href=\"https:\/\/www.comparecards.com\/blog\/1-in-3-millennials-boycotted-company-or-product-in-past-year\/\" target=\"_blank\" rel=\"noopener\">new report<\/a>. Overall, 26 percent of Americans are actively boycotting a product today based on some political or philosophical stand.<\/p>\n<p>At Davos last week, P&amp;G chief marketing officer Marc Pritchard talked about the swift and loud reaction to Gillette\u2019s latest ad \u201c<a href=\"https:\/\/businessesgrow.com\/2019\/01\/15\/best-a-man-can-get\/\" target=\"_blank\" rel=\"noopener\">The Best Men Can Be<\/a>,\u201d saying that\u00a0consumers now expect brands to take stands and have points of view. \u201cTake the\u00a0<a href=\"https:\/\/www.edelman.com\/earned-brand\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Edelman Trust Barometer<\/a>; eight out of 10 consumers say they prefer brands that take a stand . . . . We expected not everyone to respond positively, but that\u2019s what being a leader is all about. It was time.\u201d<\/p>\n<p>Is it time for you, too?<\/p>\n<h2>Let&#8217;s put the brand political stand on pause<\/h2>\n<p>Since values-based marketing is one of the hottest topics around, predictably, droves of blog posts are emerging encouraging companies to jump on board. In fact, I am seeing posts recommending that every company &#8212; big and small &#8212; MUST take some political position.<\/p>\n<p>While writing my book\u00a0<a href=\"https:\/\/www.amazon.com\/gp\/product\/0578419866\/ref=as_li_tl?ie=UTF8&amp;camp=1789&amp;creative=9325&amp;creativeASIN=0578419866&amp;linkCode=as2&amp;tag=schaemarkes09-20&amp;linkId=24e24fbbef72ff597118cc84462ae92f\" target=\"_blank\" rel=\"noopener\">Marketing Rebellion: The Most Human Company Wins<\/a><img decoding=\"async\" style=\"border: none !important; margin: 0px !important;\" src=\"\/\/ir-na.amazon-adsystem.com\/e\/ir?t=schaemarkes09-20&amp;l=am2&amp;o=1&amp;a=0578419866\" alt=\"\" width=\"1\" height=\"1\" border=\"0\" \/>,\u00a0I studied this topic carefully for many months. I can tell you bluntly that the notion of every business needing to take a political stand is ridiculous. Please do not buy into this guru advice.<\/p>\n<p><a href=\"https:\/\/businessesgrow.com\/2018\/09\/17\/values-based-marketing\/\" target=\"_blank\" rel=\"noopener\">Values-based marketing<\/a> is not for everyone. It&#8217;s probably not even for most companies. This can be a very risky strategy without the proper research, especially if the brand stand is polarizing. Many CMOs have already lost their jobs because of ill-advised attempts to take stands with a brand.<\/p>\n<p>Values-based marketing is a very important strategy in some situations, especially if you&#8217;re trying to make an older brand more relevant to younger demographics. It can also be an effective strategy to increase loyalty with some consumer groups.<\/p>\n<p>But please, please, please do not feel pressured to enact this strategy &#8212; or any strategy &#8212; just because it&#8217;s popular or a blogger tells you what to do. Learn as much as you can about it and then make a reasoned and data-based decision.<\/p>\n<p>Sometimes you want a hamburger just because it tastes good or a car wash because it&#8217;s nearby. Don&#8217;t buy into the hype that every company needs to take a political stand.<\/p>\n<p><img decoding=\"async\" class=\"alignleft wp-image-44222 lazy-loaded\" src=\"\/wp-content\/uploads\/2018\/01\/PC050070_xp_web-300x225.jpg\" sizes=\"(max-width: 249px) 100vw, 249px\" srcset=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2018\/01\/PC050070_xp_web-300x225.jpg 300w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2018\/01\/PC050070_xp_web-1024x768.jpg 1024w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2018\/01\/PC050070_xp_web-67x50.jpg 67w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2018\/01\/PC050070_xp_web.jpg 1200w\" alt=\"Keynote speaker Mark Schaefer\" width=\"249\" height=\"187\" data-attachment-id=\"44222\" data-permalink=\"https:\/\/businessesgrow.com\/contact\/press-inquiries\/olympus-digital-camera-4\/\" data-orig-file=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2018\/01\/PC050070_xp_web.jpg\" data-orig-size=\"1200,900\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;1.8&quot;,&quot;credit&quot;:&quot;Irina Smirnova&quot;,&quot;camera&quot;:&quot;E-M5MarkII&quot;,&quot;caption&quot;:&quot;OLYMPUS DIGITAL CAMERA&quot;,&quot;created_timestamp&quot;:&quot;1512464827&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;75&quot;,&quot;iso&quot;:&quot;100&quot;,&quot;shutter_speed&quot;:&quot;0.0015625&quot;,&quot;title&quot;:&quot;OLYMPUS DIGITAL CAMERA&quot;,&quot;orientation&quot;:&quot;1&quot;}\" data-image-title=\"\" data-image-description=\"\" data-medium-file=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2018\/01\/PC050070_xp_web-300x225.jpg\" data-large-file=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2018\/01\/PC050070_xp_web-1024x768.jpg\" data-lazy-type=\"image\" data-src=\"\/wp-content\/uploads\/2018\/01\/PC050070_xp_web-300x225.jpg\" data-srcset=\"\" \/><em>Mark Schaefer is the chief blogger for this site, executive director of Schaefer Marketing Solutions, and the author of several best-selling\u00a0<a href=\"https:\/\/businessesgrow.com\/social-media-marketing-books\/\" target=\"_blank\" rel=\"noopener\">digital marketing books<\/a>. He is an acclaimed\u00a0<a href=\"https:\/\/businessesgrow.com\/social-media-speaker\/\" target=\"_blank\" rel=\"noopener\">keynote speaker<\/a>, college educator, and business consultant. \u00a0<a href=\"https:\/\/businessesgrow.com\/podcast-the-marketing-companion-2\/\" target=\"_blank\" rel=\"noopener\">The Marketing Companion podcast<\/a>\u00a0is among the top business podcasts in the world.\u00a0<a href=\"https:\/\/businessesgrow.com\/contact\/\" target=\"_blank\" rel=\"noopener\">Contact Mark<\/a>\u00a0to have him speak to your company event or conference soon.<\/em><\/p>\n<p><em>Illustration courtesy of Unsplash.com<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Values-based marketing is one of the hottest topics around but it&#8217;s not for everybody and you should not be taking a brand political stand without due diligence.<\/p>\n","protected":false},"author":3,"featured_media":47127,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[48,63,65,46,29,38,258],"tags":[2100,2146,36,184,28,1818,2103],"class_list":["post-47126","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-studies","category-internet-marketing","category-leadership","category-legal-implications","category-marketing-strategy","category-social-media","category-social-media-and-politics","tag-american-eagle","tag-hm","tag-mark-schaefer","tag-marketing-rebellion","tag-marketing-strategy","tag-pg","tag-values-based-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>No. Not every company needs to take a brand political stand. - Schaefer Marketing Solutions: We Help Businesses {grow}<\/title>\n<meta name=\"description\" content=\"Values-based marketing is one of the hottest topics around but it&#039;s not for everybody and you should not be taking a brand political stand without due diligence. 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