Apr 11, 2022
In ASK US ANYTHING
Sorry, you'll never be able to have a Nike moment that compares to the one we've seen recently. You can, however, have your own moment. Now I hope you can see how. Build a long-term relationship of mutual trust with the public, consistently support and advocate for causes close to your brand's core purpose, and hope never to face a threat to your customers or their values. Bill buy email list Gates said, “Most people overestimate what they can do in a year and underestimate what they can do in 10 years. Translated into a service of communication: most teams overestimate what they can do with a single ad and underestimate what they can do with a decade of familiarity and genuine goodwill. Washington Post reporters wrote last year that Patagonia's decision to sue buy email list the Trump administration in response to cuts in protected wilderness lands "represents a shift" from activism to outspoken critical opposition. In other words, they don't actively oppose something unless it threatens them, their values, or their customers first.It's one thing to champion, champion and financially support good, relevant causes. It is something completely new to attack the person or entity that threatens these causes. So to recap, if you've been supporting particular buy email list causes for decades and those causes fit well with your industry and brand voice, you might be ready to join the fight. However, the real preparation is to hope that you never have to, because when companies rise unprovoked, they often fall.There's a reason provocateurs have never been popular. Consumers can feel a noble reluctance when a powerful message like Nike's emerges and controversy begins to brew. Don't believe for a minute that Nike likes to see communities torn apart by this particular disagreement. Nike does not fight. They help finish one. When consumers know there's genuine motivation for your brand to speak up, it makes all the difference.