4 Things Brands Should Keep in Mind When Taking a Stand

Knowing who their customers are and what's important to them

Brands often find that when they aim to do good, they also end up doing well. Here are four rules to keep in mind.

Know your customers

Before you take a potentially controversial or divisive stance, you need to know who your customers are and what’s important to them. Many companies fail to do a thorough audit of their customer base, says Tripp Donnelly, CEO of digital reputation management firm REQ. Those that do are often surprised by what they find.

“We

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This story first appeared in the April 16, 2018, issue of Adweek magazine. Click here to subscribe.