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Many major brands have been vocal on both sides of the gay rights issue. It’s not advertising—and for that reason, it may be the best kind of marketing.
YouGov BrandIndex found some differences between the top 20 best perceived brands among LGBT adults and the general population—and several of those at the top of the LGBT list have recently made highly publicized moves related to equality. Coincidence? Probably not.
Take Costco, for example. The membership-only national grocer does not advertise at all.