Brands from Bud Light to Martha Stewart Living riffed on the Human Rights Campaign red equal sign that has gone viral on Facebook. Although the image of Paula Deen riding the symbol — with the caption "It's like two sticks ...
Daniel Armstrong's insight:
In creating brand equity brands need to work on their brand personality, who they are as a brand, through their various marketing activities. With the popularity of social media sites like facebook and instagram, brands have been able to humanize themselves with conversations with their customers and with the uploads of pictures of the products or services they offer or just simply cool stuff the brand would like to relate itself with. Taking a stand on a divisive social issue is one way to create engagement and aid in the humanizing of your brand but it is one that can be taken on positively or negatively by consumers. If brands are to take a stand then they do need to research in what the majority of their consumers think of the issue by either posting something on their page about it through other external or intenal research, or otherwise have their response and crisis management startegy in place. I think whether or not a brand should take a stand on a divisive social issue depends on what the issue is.
'Who' Your Business Is Now Matters More Than What You Sell Huffington Post The next question is 'who determines your brand?' if this is now the most important element of building a business?
Daniel Armstrong's insight:
Who you are as a brand is more important that ever! This is because of the amount of competition we have nowadays. Just like the example this article gives with donuts, you can go to a couple other places which are within walking distance to get a donut but the one you go to is the one that you enjoy. Not only enjoying the donuts but the customer service and who the brand is themselves. Maybe a quirky character or a neat box or style of donuts, everything the brand has to offer is what it is getting judged by, it is no longer just the product customers are judging because im sure most if not all the donuts you get from the various donut stores will taste good!
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