Hasta La Creative!

This is the time when pundits come forth with their prognostications for what will happen in the new year. Of course, with so much in flux, no one really knows what the heck is going to happen. So I’ve decided to adopt hope as our strategy and list five things I hope to see happen in the world of corporate responsibility and brands in 2019.

Brands will step off the political stage as government starts acting sane again

Let’s hope that the recent trend toward brands taking a stand on politics fades, as a two-party Congress restores some semblance of balance to our political landscape. Brands were trying to fill a vacuum here, playing the role of a loyal opposition at a time when the public had nowhere else to turn. It’s not something they’re necessarily cut out for, as we’ve seen in numerous gaffes. Even when the ads are done well, the profit motive tends to undermine the purity of the message. Was Nike’s campaign with Colin Kaepernick driven by brand values or by brand opportunism? The answer is probably both, as required for a publicly held company. Which is why companies should not overstay their moment on the political stage.

Continue reading at AdAge.com