There’s an old saying in marketing: never mix branding and politics. It’s good advice, as mixing the two is usually a zero sum game. No matter what position you take, it’s likely that just as many people will agree as disagree. And yet, every day, more companies are wading into the political and social waters.
Major brands like Starbucks, Nordstrom, Amazon and even Walmart have all taken very public, political positions with research showing a high level of support, particularly among the very desirable young adult demographic. One J. Walter Thompson study found that Americans are overwhelmingly supportive of brands that take a stand on issues. Their research found that 78% agree that companies should take action to address the important issues facing society, and 88% agree that corporations have the power to influence social change.
Catalog retailers like Patagonia, Toms and Penzeys have long aligned their brands with social issues… though less overtly political than, say, Dick’s Sporting Goods, who recently announced they would stop selling assault style rifles and raise the minimum firearm purchase age to 21. Interestingly, in the first quarter after Dick’s Sporting Goods made their decision, the company’s stock price jumped by as much as 27%.
If your brand is considering including a social or political element in your marketing efforts, here are some things to consider:
- Know your customer. For some brands, a political or social stance is a logical extension of the brand’s value proposition. It’s important to know where your customers stand on the issues before committing to a cause.
- Be true to yourself. Consumers know when a brand is using borrowed interest in order to appear relevant or get a short-term hit. Causes should always be consistent with your values and authentic to your brand.
- Assess the risks. It’s easy to see the upside of adopting a social or political position, but there is also always a potential downside. Consider conducting customer research to understand the potential response.
- Be prepared. Adopting a cause is much more than simply making an announcement and running some ads. It requires a long-term commitment that includes allocation of financial and manpower resources.
- Clearly articulate the ‘what’ and the ‘why’ of your position. Your customers need to understand what you stand for and why you have taken your position.
- Commit for the long term. Once you’ve chosen your cause, stay the course. Give your program time to resonate with your customers.
Linking your brand with a social or political position may or may not be right for you. If you’re considering taking this step, send me an email at chrish@jschmid.com. From customer insights to brand alignment to message delivery, J.Schmid is ready to support your marketing goals and help move your brand forward.
Tags: brand, chris hayes, marketing goals, political position, social position
