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Once again, Twitter rips to shreds a brand that jumps into the political landscape – this time it was Pepsi that lost its fizz (sorry), when it tried to connect with its younger audience.
A new shift into political populism puts demands on brands to emotionally connect and make a difference, taking their risk factor to a whole new level.
There’s no room to hide either – New Balance trainers were happily jogging along until they were wrapped up in a Trump-related backlash.
In this polarised time, crisis comms is an essential tool that brands must always be ready to use.