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How to Maintain Brand Authenticity in Today's Politically Polarized Climate

by Brandon Lewis  |  
January 18, 2018
  |  1,273 views

Bart Hubbuch. Kathy Griffin. Reza Aslan.

What do those three people have in common? They've all faced professional retribution after posting politically charged tweets aimed at President Donald Trump.

Hubbuch was fired by the New York Post, CNN fired Griffin, and the same network canceled Aslan's show, "Believer."

Aslan, the latest to suffer the consequences, responded to the show's cancellation in a statement, saying, in part, "in these politically charged times, the tenor of our nation's discourse has become complicated, and I recognize that CNN needs to protect its brand."

And that's just it: Spurred by Trump-related controversy, companies are essentially being asked to pick a side.


In addition to the New York Post and CNN, several retail companies—ranging from Nordstrom and Neiman Marcus to Burlington—have dropped clothing and accessories by Ivanka Trump (in line with the social media boycott #GrabYourWallet).

Macy's more recently faced that decision, after more than 63,000 people signed a petition urging the retail giant to drop Ivanka Trump's clothing line.

Where do you stand?


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Brandon Lewis is president and CEO of Win More Patients. Its mission is to help physicians raise their status as medical experts by achieving national recognition.

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  • by Tom Smith Thu Jan 18, 2018 via web

    @Brandon, great article. A lot of companies don't understand the importance of values. They're even more important for employees than they are customers. If there's a lack of alignment with the vision, mission, and values of your organization that's going to lead to a lot of confusion and misinformation among employees who are interacting with your customers. Consistency builds trust. Inconsistency leads to confusion and distrust.

  • by Nick Chehreh Thu Jan 18, 2018 via web

    Excellent article!

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