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26 January 2021
How the Capitol riot should alter brand actions in a polarized nation
Brand positioning
Politics
United States
Introduction
US consumers entered the end of 2020 with concerns about the pandemic and the political environment, but in December, vaccines and new leadership gave a sense of anticipation about 2021. That abruptly ended with the deadly January 6 Capitol riot, and this shock alters the playbook for how brands should act.
Why it matters
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