CMOs are having to come to grips with the uncomfortable truth that increasingly companies are associating their brands with key social issues. That isn’t unexpected, either. After all, savvy CMOs know that people buy stories over features, but it also introduces risk. 76% of those surveyed responded that they would NOT purchase a company’s products after learning it supported a position contrary to their beliefs.
If making these positions part of your story isn’t scary enough, running campaigns to establish a stance can easily invoke the wrath of automated entities (aka: bots) to immediately go on the attack. Thus, taking a position can totally backfire. You don’t want to make a big splash for all the wrong reasons.
So, how do you incorporate these positions into your story in a bold, compelling way that grows the brand, establishes leadership, and influences revenue while doing so proactively in a way that minimizes risk? Join us as we share the answers that address everything from crafting a convincing story about your stance to managing the way it’s told and addressing backlash (before it gets out of hand).