The American Marketing Association defines a brand as “a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.” Brands have evolved far beyond this functional role to take on more human qualities. One of those qualities is expressing a point of view. Instead of being artificial entities devoid of thought and feeling, brands today take a stand on social issues… even at the risk of losing customers.
The latest high profile case involving a brand stirring emotions for and against a position taken is Gillette. Long known for its slogan “The Best a Man Can Get,” Gillette pivots from talking about products to talking about its core stakeholder group: men. In the short film “We Believe: The Best a Man Can Be,” Gillette calls out bullying and sexual harassment as well as a culture of toxic masculinity.
The film, viewed more than four million times on YouTube in the first two days following its release, has been both widely praised and roundly criticized. Evidence of the mixed reaction to the video on YouTube included 78,000 likes and 335,000 dislikes. Gillette has called on men to be the best men they can be, but will men answer?
The Fallout
In today’s environment, anyone (brands included) should not take a stance on an issue and expect universal support and adoration. The position taken by Gillette is no exception. Much of the criticism leveled at Gillette is that all men are lumped into a cart of bad apples. Are there men who misbehave toward women? Yes. Are there strides to be made in making #MeToo something from the past? Absolutely. However, many men took Gillette’s message as an attack on them. Their response could go beyond a negative attitude toward Gillette. Two examples of negative sentiment appear in the following tweets. When one takes a stand for something, it is inevitable they will find opposition to their viewpoint.
The Price of Being Human
Depending on who you choose to believe, Gillette has either made a brilliant move or is royally screwed. The result is up for debate (and time will give the final answer), but the real takeaway is Gillette has signaled willingness to be an authentic brand. It is no longer an optimal strategy for brands to play it safe, being so careful not to offend anyone that it hardly resonates with anyone, either. Consumers have elevated expectations that brands will weigh in on social issues, using their platforms for good. When this happens, brands are going to offend someone, perhaps even turn them away as customers. It is the price brands pay for being human today.
Can’t Be a Nothing Brand
Writer Elbert Hubbard was quoted as saying “To avoid criticism say nothing, do nothing, be nothing.” A cocoon of neutrality and inaction could protect you from scrutiny and criticism, but it inhibits building a community of followers just as taking a stand turns off some people.
A Nothing Brand can easily become lost in the crowd. Instead of fretting over who may be offended by a position taken, it is better for brand managers to ensure positions or causes supported align with their mission. Of course, the suggestion is not to stir controversy as a form of publicity. Rather, the call is for brands to be true to their mission while doing good for stakeholders.
