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 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: