Brands Can't Be Neutral

Recently we saw some big brands finally stand up and take a stance against the actions taken by ICE. Target, Anthropic and even OpenAI put out messages saying enough is enough. Some CEOs did so to internal staff only but they must have known full well it would leak within seconds.

Don’t worry, this isn’t going to be about US politics. It’s about branding.

Every CMO who has ever worked for a large-scale company or a publicly traded one knows that to remain neutral in situations like this can work for and against you.

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