Why it matters
In an era where brand purpose is a huge topic, involvement in politics seems a natural extension for many brands.
- Brands that dare to ally themselves to a specific and potentially controversial political cause or movement must ensure it aligns with their broader purpose.
- If brands want to get involved, they must ensure the integrity of the promises they make, and voice their convictions with confidence.
- To cultivate resonance, brands must consider aligning themselves with the ideals and aspirations of their core audiences in order to create differentiation and emotional amplification.
In this all-important election...