Is Brand Advocacy Worth the Risk?

Small businesses that take a stand for their brand roam the high-risk, high-reward world of advocacy. Do brands that advocate for causes risk driving away customers, or are they on to something that contradicts conventional marketing wisdom? Stacey DePolo advocates advocacy. She is the social customer advocacy manager at GoDaddy as well as a self-described “connection catalyst and agent of change.” She believes brands should stand for something, as she boldly explained to Ivana Taylor and Iva Ignjatovic. Taylor owns DIYMarketers, a company “committed to helping overwhelmed small business owners on a budget.” Ignjatovic is a marketing, strategy, leadership, and business…...