The brand bravery dilemma

As cultures shift, many ‘normals’ get questioned. Creating flashpoints between those for and against the existing norms. These flashpoints are the very lifeblood of emerging ideas and stories. Whether it is movies, any other form of media content, a movement, a celebrity standing for the viewpoint…

Therein lies the dilemma

Taking a stance on such flashpoints gets you centerstage, since it is occupying many people’s attention, but it also risks a backlash. You attract the attention of trolls, stone pelters, protest marches and what not.

In today’s times, when attention is THE currency, do you as a brand risk taking the stance for the attention or do you stay ‘safe’ and wring your hands about not getting noticed in the clutter?