Pepsi got a lot of backlash for this Kendall Jenner ad where she was giving a Pepsi to a cop in the middle of what looked like a Black Lives Matter protest. It seems like there are a lot of ways that brands could go wrong in this direction. One thing is a brain is, what do you believe? How do you see the world? You should be operating based off that North Star. Then the second is having very close proximity to culture, understanding the social facts that govern what they do.