S06.EP04 - Should Brands Get Political? with Jeroen Reuven
Mar 12, 2025
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The podcast dives into the heated debate over brands engaging in politics. Jeroen Reuven shares captivating real-world examples of brand activism, both triumphs and failures. The discussion highlights how to navigate political engagement without alienating consumers. Key insights are shared on authenticity in advertising, especially amid rising political correctness. Brands like Nike are analyzed for their social responsibility, while Tesla’s relationship with political figures is explored for its branding implications. The conversation is both timely and thought-provoking.
Brands must weigh the pros and cons of political engagement carefully to protect their reputation and relationships with consumers.
Real-world examples highlight that authentic political activism can reinforce a brand's identity while inauthentic actions risk backlash.
Jeroen Reuven emphasizes the importance of aligning political engagement with a brand's core values to maintain integrity and trust.
Deep dives
Launch of the Brand Builders Alliance
A new initiative called the Brand Builders Alliance has been introduced to support designers and entrepreneurs in their branding efforts. This exclusive membership provides resources such as fortnightly masterclasses and expert coaching to aid in skill enhancement and business growth. Members can connect with a community of like-minded branding professionals to share ideas and experiences. The Alliance aims to create an environment where brand builders can thrive and support one another in their professional journeys.
The Intersection of Brands and Politics
The episode explores the complex relationship between brands and political issues, questioning whether brands should engage in political conversations. The hosts share their anxieties about discussing this sensitive topic, acknowledging that many brands prefer to remain apolitical. However, there are instances where brands have chosen to take a stand on political issues, which can have significant consequences for both their reputation and consumer relationships. The discussion emphasizes the need for brands to navigate this landscape carefully and consider the implications of their actions.
The Influence of Personal Experiences
Jeroen Boos reflects on his journey as a creative director and how his experiences have shaped his views on branding and politics. He recounts a poignant moment when he was asked to create a politically charged advertisement that he found disingenuous, which deepened his sensitivity to the interplay of politics and advertising. This awareness was shaped by changes in societal norms, such as the rise of political correctness in advertising meetings. He believes that brands should prioritize authenticity over pandering to political trends, as this could undermine their integrity.
The Risks of Political Involvement
The discussion highlights the potential risks brands face when engaging with political movements, such as the Black Lives Matter movement. Some brands have pledges and campaigns that align with social justice but can be seen as opportunistic rather than genuine if not backed by substantial action. For example, Nike's controversial ad campaign was viewed by some as pandering, reflecting the delicate balance brands must maintain. The conversation raises concerns over whether brands can truly benefit from participating in political activism without alienating portions of their audience.
Navigating Brand Identity in Political Contexts
The episode emphasizes that a brand's identity should guide its decisions regarding political engagement. Brands like Patagonia have used their history and founding principles to engage in social issues authentically without losing their core values. However, brands that have no previous ties to political issues may risk damaging their reputation if they attempt to engage superficially. Companies are encouraged to quietly support causes that align with their values and focus on creating a positive impact rather than seeking publicity.
With the rise of the social justice movement, the debate over if, when, and how brands should engage with politics has never been more relevant. In this episode, we sit down with Jeroen Reuven Bours, founder of Darling Agency in New York, to break down this complex and high-stakes topic.
We explore:
✅ The pros and cons of brands getting involved in political discourse
✅ Real-world examples of brand activism—both successful and catastrophic
✅ How companies can navigate political engagement without alienating their audience
✅ Jeroen’s expert take on when it makes sense for brands to take a stand
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