It was the "whoops" heard 'round the world, as Barilla CEO issued yet another apology for his anti-gay comments. Now I will go on record as saying that everyone is entitled to their beliefs. Everyone.
But forget all the personal opinions, as a marketer it leaves me scratching my head. So I thought I'd take it on in my Entrepreneur column. Give it a read here if you are interested.
Even more interesting for me, is seeing Bertolli's response who quickly ran this tweet. "Pasta and Love For All!" Indeed. I love it when a brand takes a position on something happening in its space, and uses it to its advantage. That's just good marketing, and hopefully a good understanding of your consumer.
What's your experience? Jim.
- President, Cohn & Wolfe NA
- Author, The Experience Effect series
- Professor, NYU
- Contributor, Entrepreneur and Huffington Post
PS - Check out my new book on Personal Branding ... The Personal Experience Effect, available now!