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Business Daily: Brand Activism

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Brand Activism

02/10/2018 GMT

BBC World Service - Business Daily, Brand Activism

Does running a controversial advertising campaign hurt a company's bottom line?

Business Daily hears from companies taking an outspoken stance on a political issue and asks whether it matters if you annoy some of your customers?

Does taking a stand hurt a brand? Business Daily hears from companies taking an outspoken stance on a political issue and asks whether it matters if you annoy some of your customers? Ed Butler asks why Nike's ad campaign fronted by controversial American football quarterback Colin Kaepernick did not appear to affect its profits. Plus, Tim Martin, the founder and chairman of the British pub chain JD Wetherspoon, reveals whether supporting Brexit has harmed his business. We hear from Hilary Jones, the ethics director of the UK cosmetics brand Lush, a company that has adopted an extraordinary range of controversial campaigns. And Scott Galloway, Professor of Marketing at NYU Stern School of Business explains why brand activism does not necessarily harm business.

(Picture: Colin Kaepernick and team-mates take a knee, prior to a game for the San Francisco 49ers in October 2016 in Santa Clara, California. Credit: Michael Zagaris/San Francisco 49ers/Getty Images)

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