How brands with integrity can successfully navigate clashes in culture.
From Joe Rogan & Tucker Carlson, to JK Rowling & the latest Gary Lineker row, clashes in culture are now dominating discourse & damaging reputations.
But they also pose an existential threat to brands.
And in June 2020 this is the situation Uncle Ben's found itself in, given the connotations of its branding & iconography.
Mars listened, learned & accelerated change - rebranding as the more inclusive 'Ben's Original'. And this new brand needed to be re-launched. But if it was that simple, we wouldn't be writing an APG...