In May, I suggested more brands would seek to differentiate themselves by publicly resisting Trump.
I'm going on record to predict that, in 2018, hundreds of brands—large and small—will do so.
From among the many issues at stake in the culture wars—economic justice, gender equality, racial equality, access to healthcare, access to education, immigration, globalization, global warming, diversity, privacy, and incivility—each brand will choose the issue most closely aligned with its essence.
That's simply Marketing 101.
What's not Marketing 101 is the wisdom resistance will take.
