Perhaps It’s Time for Brands to Avoid Taking a Stand

Unless it’s intrinsically linked with their mission

An illustration of an angry Wendy's mascot with hands together looking at a laptop.
Recently Wendy's created a Fortnite campaign on Twitch. Wendy's, Cannes Lions

We have all read the same articles and books about what it takes for brands to succeed today: Brands need to have purpose.

Brian Sheehan is a professor of advertising at Syracuse University and is a member of our Adweek Academic Council.