In this week's edition of the AmiSights Podcast, I found myself as the LIVE case study when an unexpected branding exercise unfolded in this episode with our guest, Deb Gabor. Deb Gabor is the founder and CEO of Sol Marketing, a strategy-led marketing firm. Known as the “branding queen,” Deb and I talk about what companies should do, if anything at all, to respond to difficult topics such as the current crisis in Israel and Gaza.

“My hope is that we are going to help leaders navigate the thought process behind whether or not they should make a statement, and when,” she said. “And if they do decide that they're going to make a statement, how to construct that in a way that serves them, other people, the community, their employees, and people at large serves in the right way.”

There are a few things to consider when deciding whether or not to take a stand on a sensitive issue. These include asking yourself if you have a dog in this hunt, and should you make a statement? How do you actually construct that statement in a way that doesn't put you in that awkward position of damned if you do, damned if you don’t? Should you use your company as a platform for precipitating a change you want to see in the world? Who is your ideal archetypal customer?

Connect with Deb: https://www.linkedin.com/in/dgabor/

Recorded on 10/17/23