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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.

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Branding pic and announcement courtesy, Mutual of Omaha
Comments sourced from underconsideration.com

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