TOMS Shoes: Standing for Tomorrow, the Case Study of a Trailblazing Brand (with Jessica Murray, Senior IP & CSR Director, Toms Shoes Inc. - posted initially on November 2019)

Following the recent wave of protests around the world centering on racial injustice and police brutality, many brands using offensive racial stereotypes have taken a stance, either voluntarily or due to social pressure.

In the United States, in particular, consumers and media organizations have pinpointed brands like Uncle Ben’s, Aunt Jemima, and the Washington Redskins*, demanding changes or even removal of their iconic yet questionable logos. Many brands also have publicly spoken out on these social tensions, or decided to proactively change their branding strategy or even product offerings.

What are the risks when brands get involved in social issues, and how can the effectiveness of their reactions be assessed, especially in terms of consumer perception?

To discuss these issues, Brand & New welcomes Peter N. Golder, Professor of Marketing and the Faculty Director of the Tuck School of Business at Dartmouth College, in Hanover, New Hampshire. Professor Golder has been teaching at Tuck for more than a decade. The winner of many prestigious awards in marketing research, he focuses on market entry timing, new products, long-term market leadership, branding, and quality. He has won many prestigious awards in the marketing research field and was published in media such as The Economist, The Wall Street Journal and The Financial Times.
*Note: A few months ago, Uncle Ben's and Aunt Jemima each announced that they soon will be changing their name and image on their packaging; and the Washington Redskins changed its name to the Washington Football Team.

Every two weeks, on Tuesday, Brand & New gives the floor to inspiring individuals, with a 360-degree vision, to help brand owners, intellectual property lawyers, and marketing and finance professionals (and beyond!) stay curious and agile in an ever-evolving business environment.
Brand & New is a production of the International Trademark Association
Hosted by Audrey Dauvet
Contribution of M. Halle & S. Lagedamond - Music by JD Beats

To go further:
About Professor Peter Golder (link to https://www.tuck.dartmouth.edu/faculty/faculty-directory/peter-n-golder)

Also of interest:

Marketing Dive Study: Most Americans say Brands should Respond to Black Lives Matter Movement (link to https://www.marketingdive.com/news/study-most-americans-say-brands-should-respond-to-black-lives-matter-movem/581360/)

BBC: Black Lives Matter – Do Companies Really Support the Cause (link to https://www.bbc.com/worklife/article/20200612-black-lives-matter-do-companies-really-support-the-cause)

Forbes: How Fashion and Beauty Brands are Supporting the Black Lives Matter Movement (link to https://www.forbes.com/sites/sboyd/2020/06/30/how-fashion--beauty-brands-are-supporting-the-black-lives-matter-movement/#331292b03869)

Fast Company: Black Lives Matter the Brand (link to https://www.fastcompany.com/3062127/black-lives-matter-the-brand)