More brands should convey political values and take a stand on divisive issues, research suggests
A new research paper by an academic at the University of North Carolina School of Law has proposed that rights holders conceptualise trademarks “as a frontier for social entrepreneurship”. The research finds that in an environment of increasing political and media distrust, brands could fill that void and provide consumers with “authenticity and enduring values” – but must also weigh-up the risks of taking certain divisive positions.
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