We often talk about how brands can take polarizing and even political stances, to either side of the political aisle, and actually benefit their relationship with their core people. But doing so needs to support the views and interests of the brand’s audience. It’s a great way to build affinity and understanding.
Goya Brand Boycott
In the case of Goya Foods, the CEO, Robert Unanue, has really eroded the brand’s equity with his political statements. It may be his family-owned company but since I recorded this video Goya’s board has voted to muzzle him.
This video originally appeared on LinkedIn
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