Damned if you do, damned if you don’t – A challenging brand management dilemma.
Following-on from our recent article out the re-branding of the Washington Redskins NFL team in the US, this recent announcement (among many) about Mutual of Omaha, a Fortune 500 insurance and financial services company in the US, recently announced it will remove the Native American icon from its corporate brand mark.
Whilst this manner of corporate brand decision making seems straight forward, the subject is high emotionally charged that it remains a minefield for brands to navigate. In this lottery of inherited brand appropriation, those organizations that find themselves on the wrong side of historical and contemporary injustice have a tough and risk-filled road to travel.
The comments captured from social media below, show a range of highly charged views that make each step for these brands a risk to be carefully considered.
Truly Deeply is an Australian-based branding agency with 30 years experience working with brands to position them for growth. Our deep expertise is in the creation of high engagement brands that attract the attention of their audience and stand out from their competitors. We have a deep expertise working with corporate, retail, food & beverage, health and property clients. Find out more here
For monthly updates of our thinking, click here to receive our free Brand Newsletter
Branding pic and announcement courtesy, Mutual of Omaha
Comments sourced from underconsideration.com
The post Cultural Misappropriation Remains a Minefield for Brands. appeared first on Truly Deeply - Brand Agency Melbourne.