Your brand may be costing you customers

15 minutes

“Brands can no longer do what they want”time to re-think the relationship between an organization’s brand and society says branding expert Jane Cavalier Lucas.

“It is time to re-think the relationship between brands and society," says Ms. Cavalier (Lucas), author of the new book, “The Enchanted Brand: Strengthening the Human Side of Business in the Age of New Essentialism” (2022, Indie Books International).

Ms. Cavalier says traditional brands have sold without any accountability for their cultural impact, something that is now being challenged by the “cancel culture.”

“Brands can no longer do what they want without considering the negative and positive effects on people and society,” she says.

Jane Cavalier offers examples and tips for branding in the 21st Century in this Bizgnus Interview podcast.

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Ms. Cavalier is founder and CEO of BrightMark Consulting in Westport, Conn.  Her experience includes working strategic planning for clients of McCann-Erickson worldwide, where she led the rebranding of global companies including ExxonMobil, Motorola and AT&T Solutions.

She says the cancel culture challenge is a variant of the boycott typically involving a celebrity who is deemed to have acted or spoken in a questionable or controversial manner.

“Think about what has happened to famous authors, talk show hosts, and entertainers in the last two years,” she says. “That can happen to brands, too.”

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