Managing and protecting a company's brand is crucial for the chief marketing officer, chief executive officer, and board members. In today's landscape, marketers face complex challenges beyond merely convincing consumers to try their products. The #FakeNews Era has heightened stakes, as leaders must navigate a polarized marketplace where consumers act based on their tribal affiliations and perceived values. The consequences of missteps can be severe, leading to share loss or job loss. Companies grapple with whether to take social and political stands or remain silent, weighing the benefits and risks of each approach. Embracing brand purpose raises questions about its impact on business versus being seen as self-indulgent. Additionally, a CEO's offhand behavior can spark a PR crisis, and unintended political positions can lead to public backlash. This book addresses these pressing questions, offering strategic and tactical guidance for companies to effectively navigate the complexities of the #FakeNews Era, where moral scrutiny and consumer outrage are prevalent. It prepares leaders for potential challenges, ensuring they are ready to respond when faced with urgent PR situations.
