When the Face of Your Brand Becomes the Risk
We often say, “people don’t buy products, they buy brands.” But more and more people are buying (or boycotting) based on the people behind the brand. Today, brands are shaped not just by what they say but by who they align with. When a brand is tied to a controversial figure, it inherits their reputation – for better or worse.
For PR pros, that’s both a challenge and an opportunity. Sometimes that association is strategic. Other times, it’s legacy. But in either case, it can profoundly affect how a brand is perceived by the public.
According to the 2024 Edelman Trust Barometer Special Report: Brands and Politics:
- 82 per cent of consumers say they need to share values with a brand to consider purchasing from it.
- 60 per cent report buying or avoiding brands based on politics.
- 53 per cent believe brands should fire spokespeople who go against the brand’s values in their private lives.
The bottom line: what, or who, your brand associates with can make or break your credibility. This means PR professionals are increasingly tasked with managing reputation by association.
Here’s a few recent high-profile examples of what happens when a polarizing figure becomes a brand liability:
Adidas and Kanye West
Adidas ended its Yeezy partnership with Ye in 2022 following repeated antisemitic statements, but the delay in cutting ties caused major backlash.
- The backlash: $1.3 billion in unsold Yeezy inventory and reputational damage.
- Even after the partnership ended, Adidas faced protests and consumer skepticism – showing that inflation can sometimes be louder than action.
Tesla and Elon Musk
Once seen as a tech visionary, Musk’s political commentary and unpredictable social media presence has begun to affect Tesla’s brand reputation. However, unlike Adidas who had the option to part ways with Kanye West – Tesla is Elon Musk. An even bigger communications challenge.
- In early 2023, public opinion data showed Tesla’s favourability dropped more than 20 percentage points after Musk’s acquisition of Twitter/X and amplified politically charged content.
- Some consumers also associate his ties with DOGE to hurting Tesla with 49 per cent of Americans holding negative views of Musk and 32 per cent of U.S. buyers “would not consider” buying a Tesla, up from 27 per cent a year ago, per Morning Consult.
- And we can’t forget Tesla factories being vandalized in the wake of Trump’s win, reflecting how deeply Musk’s affiliations and political tone have polarized public sentiment.
But its not always bad. Sometimes taking a stand (or a knee) can pay off:
Nike & Colin Kaepernick
Nike’s decision to feature Colin Kaepernick (who famously kneeled during the U.S. national anthem) drew criticism and sparked backlash. Stores were vandalized, shoes were burned and consumers questioned how Nike would respond. For a moment, it wasn’t clear if the brand would back Kaepernick or retreat from the controversy.
But Nike leaned in. It released its “Believe in something. Even if it means sacrificing everything” campaign and it won big. The brand’s stock surged and it connected deeply with Gen Z, millennials and socially conscious consumers. The difference? Nike stood for something and stuck to it.
PR Takeaways:
- Do your due diligence before partnering with public figures.
- Prepare crisis scenarios for reputation-linked personalities.
- Establish clear brand values – so you know when to stand by someone, and when to step away.
- Remember: silence is also a statement. Choose it carefully.
In a world where public figures can become liabilities overnight, PR teams must be more than storytellers. We’re brand stewards, risk analysts and ethical guides. Navigating controversy isn’t about playing it safe but about standing firm in what your brand believes. Credibility isn’t built by staying quiet; it’s built by choosing wisely and acting with conviction.
Amanda is a Group Director at Brookline Public Relations, where she brings bold thinking and creative energy to every challenge. Curious and collaborative by nature, she thrives on exploring new perspectives and pushing ideas further.