In an abrupt reversal of its traditional course, Chick-fil-A management decided to stop funding anti-gay “charities.” However, the decision comes with a great deal of confusion at the top of the company, as reported in a Lubbock Avalanche-Journal article, which quotes University of Georgia’s Dr. Sundar Bharadwaj, the Coca-Cola Company chair of Marketing at the University of Georgia Terry College of Business.
“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 theAvalanche-Journal. “Two different brands cannot be visible to the customer. Your authenticity is questioned after that, and your brand loses equity.”
The PR-industry websiteBulldog Reporter has been covering the back and forthand has an entertaining string of articles you may want to read.
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