The Ideology of Political Correctness and Its Effect on Brand Strategy

Describes the phenomenon of political correctness and its effect on the way brand marketers conduct their business. Discusses in detail the effect of this ideology on brand association, brand symbolism, target marketing, promotional messages and brand features; provides case studies. Presents first, a brief discussion of political correctness with a working definition; then the differences between politically correct and politically incorrect brands. Uses the examples of Dakota cigarettes and Stroh′s beer to show how brand symbolism is affected by political correctness. PowerMaster beer, Uptown cigarettes and Nike athletic shoes are examples of politically incorrect target market selection. Benetton is controversial, yet politically correct, as is Ben and Jerry′s ice‐cream, with respect to promotional messages. Fur coats and Barbie dolls have incorrect product features, while The Body Shop has correct ones. Recommendations for brand marketers include two possible strategies: prevention and proaction; or reaction (damage control). Observes that as marketing is a highly visible activity, marketers must act to protect brand equity regardless of their beliefs about the political correctness phenomenon.