The Hallmark Channel Has to Be Brave to Evolve Its Brand

Taking a stance in the face of controversy

Will Hallmark Channel flip-flop again?

Hallmark Channel is facing a boycott again. In what almost seems like a sequel to its same-sex kiss controversy earlier this year, the company has come under fire for announcing that upcoming Christmas movies would feature LGBTQ+ storylines.

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@joscholz Joachim Scholz is a marketing professor at Brock University and a member of our Adweek Academic Council.