Brands Have Issues

The days of political/moral ambivalence are over. Audiences expect our leaders, brands, and moral guiding voices to choose a side on the major issues of our day.
Late night television shows who avoid politics have experienced a massive drop in ratings (Fallon). While hosts with a strong perspective have suceeded. (Fox News.)
Brands who allow marketing to be about features and benefits are over. Lifestyle brands with a strong POINT OF VIEW on the major issues of our days are rewarded with word-of-mouth promotion money can’t buy. (Nike. Dove. #LikeAGirl)
Politicians who vaguely step around issues, careful not to offend either side are seen as irrelevant.
Religious leaders supporting the establishment, play into the perception of protectionism at the expense of moral authority.
What does bi-partisanship look like as we choose to take clear stands on things that matter? Is the unexpected upside permission to finally “speak our truth?” What issues are worthy of our brand’s influence?
Everyone believes in something. Perhaps for far too long we have pretended we don’t.
