Brand Statements: What to Say When You Don’t Know What to Say?

Right now even brands with messaging documents longer than most PhD dissertations are struggling to decide if and how to respond to current events. From COVID-19 to widespread protests tied to inequality, we’re seeing brands issue commentary on unexpected topics. Virtually all of my clients have asked about it, and it’s likely to keep coming up over time, so let’s answer the big question of the season — should we put out a statement?