Brand Stances: Taking a Stand or Falling for Everything?

Bud Light found itself at the center of a controversy after partnering with Dylan Mulvaney, a social media influencer who became well known for documenting her transition on various platforms. The beer brand sent her a batch of Bud Light, which prompted Kid Rock to release a viral video showing him shooting cans of Bud Light with an assault weapon. Meanwhile, Dove has announced its plan to advocate against social media toxicity, in line with its Campaign for Real Beauty. This begs the question: What do brands stand for?

But beyond the politics of it all, what stands out to me is the importance of brands taking a stand.

...and if you don't stand for anything, you'll fall for EVERYTHING!

For years, brands have jumped on the brandwagon of purpose and higher causes, but few have lived up to their rhetoric. While there's nothing wrong with brands wanting to do good and take a stand, too often, it's just talk without any real action. That's why I appreciate the move by Bud Light, no matter how controversial it might seem.

I'm not saying Bud Light should necessarily double down, but they certainly shouldn't "halve back", 'er pull back; instead they should stand firm. Brands must stand by what they say and what they did, instead of making apologies and trying to placate!

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Update: This summary comes from our Friday edition of the Collective Cafe, week-daily virtual coffee in Alpha Collective's Discord server (and also available as a podcast - subscribe here and listen to the specific episode here.)

Since I gave that advice, Anheuser-Busch's CEO has apologized and rolled out the Clydesdales.

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When brands take a stand and stick to it, even when it's uncomfortable, that's when real change can happen.

While Bud Light is no Patagonia, the outdoor clothing company that has long been an advocate for climate change, by taking a stand, Bud Light has shown that even a vanilla brand can make a difference. Bud Light is the kind of beer that's so ubiquitous it's almost invisible. But by standing up for what it believes in, Bud Light has put itself back in the spotlight.

This move may have made people more likely to buy Bud Light not because they agree or disagree, but because the brand took a stand. On the other hand, Kid Rock's reaction to the Bud Light ad is unnecessary, and it's just wasted energy...although consistent with his desperate need to be - or remain relevant. When the last time he was in the news? (Come on, you know the answer to this one...)

Of course, controversy isn't always a good thing. The recent controversy around the Dalai Lama, for example, shows that even the most respected figures can fall from grace. But when done right, taking a stand can be a powerful way for brands to connect with their audience and stand out in a crowded marketplace.

What's important is that brands take a stand for something that matters. Dove, for example, has taken a stand against social media toxicity, a move that's consistent with its "Campaign for Real Beauty" and its long-standing commitment to body positivity. When brands take a stand that's authentic and consistent with their values, it can be a powerful way to build trust with consumers.

If more people are drinking Bud Light as a result of this controversy, that's kind of mission accomplished, right? It remains to be seen what will happen to Bud Light's medium to longer term market cap and stock price, but what's more important is what they stand for TODAY and TOMORROW. Taking a stand doesn't necessarily mean being controversial, it means standing firm and authentic to your brand values.

In summary, brands need to take a stand if they want to make a difference in the world. It doesn't have to be controversial, and it shouldn't feel like a stunt. But when brands define themselves and stand up for what they believe in, it can make all the difference. The controversy around Bud Light might die down, but the lesson remains: brands need to take a stand if they want to stand out.

What do you think? If you want to weigh in, we'll be discussing Tuesday morning at 8am EST in the Collective Cafe. If you can't make it, I'll update the podcast episode here afterwards.