Brands harm themselves with political statements
Advertising that makes a political statement damages the brand because it leaves a negative impression on consumers. This is the conclusion reached by the American Association of Advertising Agencies.
It also surveyed hundreds of advertising agencies. According to the survey, two-thirds feel obliged to declare a social or political stance. On the other side are 58 percent of consumers who are rather skeptical about this approach.
Risk for the brand
"Basically, you have to distinguish between the product brand and the corporate brand - the product stands for the most relevant features and benefits possible; the company bears social responsibility. These essential cornerstones can be described as the interplay between brand performance and CSR," brand expert and strategy consultant Oliver Schmitt of Viennabrand explained to the Pressetext news agency.
On the one hand, according to the expert, there are customers with their needs, lifestyles and value attitudes - these form countless demands on the product. On the other side is the "public," consisting of different stakeholder groups, which in turn place different demands on the company's behavior.
Numerous examples
"The now problem with political statements by brands, which may be tempting in times of an increasingly polarizing political landscape: the game between brand performance and CSR simply leaves no room for political statements, making them a risk or even disruptive factor when thought through in terms of brand strategy," Schmitt sums up.
If studies now also show that consumers do not approve of such excursions into incompatible terrain, experts can only make one recommendation: brands, stay away from politics and concentrate on what customers expect from you. There is ample evidence of failed attempts to reconcile advertising with political and social statements.
For example, the Pepsi ad featuring US model Kendall Jenner, which addressed the US protests, caused a stir. The main criticism is that handing over a soft drink is not a solution in the fight against racism. Other notable failures include a PETA ad meant to support cat adoptions with the slogan "Grab a Pussy." But Kellogg's much-ridiculed "Women Eat" ad, which was meant to support the "Body Positive Movement," is another example. (pte)
