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Brand strategy

Office Politics

What calculus should companies make when making a political stand?

by David Brancaccio and Ariana Rosas
Sep 20, 2024
Companies risk alienating a portion of their customer base if their political positions don't fit with their brand identities, warns marketing professor Eric Van Steenburg.
When Ben & Jerry's first started out, the company aligned itself with progressive values — something it is still known for today.
Lisa Lake/Getty Images for MoveOn
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