Four things you should know about brand activism
Being a marketer you need to know everything about the brand that you are trying to promote. Knowing a brand well helps you better inform the people on how the brand is trying to bring in a change.
Forbes contributor Krystle M. Davis has shared four things that all marketers should know about the brand activism in 2019.
Davis says, “2018 was a big year for brand activism. From gun control to racial injustice, brands are confronting issues that matter to their customers. The world has no shortage of problems, but when and how should your brand get involved? Sandy Rubinstein, CEO of DXagency, a full-service digital marketing and advertising firm, has noticed an uptick in questions from her clients about how to navigate potentially controversial topics. The marketing industry veteran shared her advice on what brands should consider.
1. Guard your brand’s values. “Know what your core values are, and once you’ve identified those, make sure you stay true to that,” Rubinstein advises. When issues arise that align or conflict with your brand’s core values, those are opportunities to speak up, she says. “The worst thing a brand can do is get involved in a conversation and it’s not authentic to their values.”
There’s a thin line between brand love and backlash—ultimately, it comes down to execution of the message. One example of how to get it right: Rubinstein cites when airlines asked the government to stop separating migrant children from their parents via their flights”.
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