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The Times

what happens when marketing communications don't match corporate practice

  • Written by Jessica Vredenburg, Senior Lecturer in Marketing, Auckland University of Technology
what happens when marketing communications don't match corporate practiceA Nike ad campaign billboard features NFL quarterback Colin Kaepernick. EPA/Alba Vigaray, CC BY-ND

Brand activism has become the new marketing tactic of choice, and a brand’s stance on societal and political issues can offer a differentiating factor in a fast-paced corporate marketplace.

Historically brands have not engaged in social and...

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