Blog

The Why of Taking a Stand

by Emi FitzGerald
May
02
2012

Estimated reading time: 1 minute, 34 seconds

It’s no secret one tactic for brands is to make a big splash just to gain attention (Lady Gaga meat dress anyone?) But with everything, there should still be a solid why behind those actions.

That’s why I’m a little puzzled by Kenneth Cole’s recent ad campaign.

The Kenneth Cole Foundation launched this AWARENESS campaign where they tackle various issues with outdoor, Web and of course, merchandise.

You can read the mediabistro blog for the PR firestorm they recently came under for the Teacher vs. Student rights campaign where they backed off, then defended their position. At the time of writing this post, the AWARENESS site asks about the electoral process or if we suffer from “electile dysfunction.”

So this brings me to my point: The Why.

Why does this foundation feel the need to take such harsh stances on these particular issues? I think corporate responsibility and community involvement is a vital part of a marketing and PR effort. Not only for the publicity, but to be a good partner where they do business. Holding “bad” teachers accountable only isolates key customers from your brand. Anyone in the education field will tell you it’s a complicated issue, not something that can be solved in a Facebook like or a billboard. And proclaiming electile dysfunction without providing some kind of actionable way to bring about change seems irresponsible to me, too. 

When brands are choosing their community involvement, I recommend choosing issues and organizations to partner with very carefully and determine a clear objective to any tactic. Sometimes a seemingly controversial stance is beneficial and should be well-calculated. But be ready to defend your reasoning, all-the-while getting the attention of your target audience.

And the effectiveness of the electoral process? That’s the discussion of another blog post.

Recent Posts

Abolishing Google’s Ad Position Metric

- September 30, 2019

Good news or bad news for your brand?

On September 30, Google is slated to update the search engine results pages (SERPs) again with the “ad position sunset” change. Marketers can now use the new metrics to optimize and inform business based on the impressions and results. 

Estimated reading time: 3 minutes, 14 seconds

Read More »

Busting Hunger in Dallas ISD

By: Jennifer Powell
- August 03, 2017

Many know HCK2 Partners for our work, strong relationships with clients, fun(ny) t-shirts and company events. But some don’t know that one of our pillars we pride ourselves on is community involvement and giving back to causes that have a deep place in our heart. 

Estimated reading time: 1 minute, 25 seconds

Read More »

HCK2 to host Social Media Day in Dallas and Addison - #TXSMDay

By: Laurie Nelson
- June 26, 2017

It’s official, even Mashable agrees! HCK2 is bringing Social Media Day to our home town of Addison, as well as Dallas on Friday, June 30. 

Estimated reading time: 1 minute, 45 seconds

Read More »

Hands Aren’t Just for Mashing Keyboards – A Case for Picking Up a New Hobby

By: Eric Ojeda
- June 09, 2017

As a full-service marketing agency, HCK2 is filled with knowledge workers. We communicate news and information in a variety of ways, whether through press releases, brochures, or websites, we thrive on developing creative ways to convey that information.

Estimated reading time: 3 minutes, 11 seconds

Read More »

HCK2 Client, NTT DATA, Wins Two D CEO Awards

By: Drew Wilson
- May 30, 2017

One of HCK2’s technology clients, NTT DATA Services, was recently awarded two prestigious honors at the 2017 Mergers and Acquisitions Awards presented by D CEO and Association for Corporate Growth.

Estimated reading time: 1 minute, 33 seconds

Read More »

Pages