David Aron, professor of marketing, provides business advice for responding when a CEO's political views negatively impact a company's brand. He recommends that corporations make their partners aware of the brand's positions on issues of importance.
"Another proactive move is to make relevant positions clear to customers and partners through external and internal marketing. That way, a partner that behaves against the brand's principles is clearly doing just that, and the brand will, ideally, have built enough equity with its community and other partners to withstand any negative publicity that might follow," Aron said.
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