Thread by @BloombergQuint

Brands cannot continue to be naïve in assessing what their degrees of freedom are, writes branding guru @desaisantosh, on the recent outrage against #Fabindia and #Dabur.

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The commercial logic for withdrawing in the face of outrage is straightforward, writes @desaisantosh.

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@desaisantosh Attempting to broaden the definition of love by including other kinds of sexual orientation is not an action that seeks to divide people, quite the contrary, writes @desaisantosh.

Read more in #BQOpinion on the #Fabindia and #Dabur ad outrage.
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@desaisantosh What is perplexing is why brands keep repeating this pattern, writes marketing guru @desaisantosh.

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@desaisantosh The problem is aggravated by the current fascination that brands have with being portrayed with purpose, writes @desaisantosh.

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@desaisantosh That is not to argue that brands cannot or shouldn’t stand for something inspiring or take a position on social or even political issues, writes @desaisantosh.

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@desaisantosh The current half-hearted strategy of acting in naïve haste and retreating in cowering fear does a brand no favours whatsoever.

Read @desaisantosh’s #BQOpinion column.
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@desaisantosh #BQOpinion | The truth is that social media outrage, no matter how intense, has a limited shelf life. Already the Byju’s ads featuring #ShahRukhKhan are back, points out @desaisantosh.
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@desaisantosh If brands were to stay the course and not retreat, in a majority of cases, they would incur no lasting damage, writes @desaisantosh.

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