The Russian Invasion of Ukraine Has Put a Spotlight on Brand Activism

Brand messaging and operations are under close scrutiny as a majority of Americans want to see companies withdraw from Russia

By Chuck Kapelke

How brands have responded to the war in Ukraine provides valuable lessons for marketers navigating an increasingly unpredictable world. The crisis has reinforced the need to be nimble and responsive and ensure that every single part of a company’s operation is aligned on the brand’s values.