Commitment to the cause: why brands need to make a stand, not a social stink

Everyone in the media and marketing world knows how easy it is for brands to make gaffes, as they clumsily try to align themselves with the latest cause célèbre, usually via a ham-fisted social post.
And instead of receiving respect, they quite rightly receive nothing more than ridicule.
But this doesn’t mean that brands can get away with sitting on fence.
For those that do, splinters will be the least of their concerns. Instead, they risk becoming irrelevant.
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