“You can change your position, but you have to have a rational reason for the change and be consistent and communicate that to your customers,” Bharadwaj told the Avalanche-Journal. “Two different brands cannot be visible to the customer. Your authenticity is questioned after that, and your brand loses equity.”

The PR-industry website Bulldog Reporter has been covering the back and forth and has an entertaining string of articles you may want to read.

For more on the importance of corporate values and their implications on your business, read:

Ask the White Guy: Decision Making, Clarity of Values & What to Do When It Goes Horribly Wrong

Does Gay Marriage Violate Your Religious Values?

Are Political Donations That Conflict With Your Diversity Policy a Shareholder Issue?

Lessons on Values From Ellen & JCPenney

The post Chick-fil-A Caves on Funding Anti-Gay Groups but Is It Enough? appeared first on DiversityInc.