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What happens when Nazis hijack your brand
Retweeted by DAvid Fahrenthold: https://twitter.com/fahrenthold
They gathered in Spencer’s living room and dug into slices of Papa John’s.
“It doesn’t matter what it tastes like,” Mosley said. “It’s the official pizza of the alt-right.”
@TracyJan reports on brands' (often clumsy) efforts to navigate racial politics
Link to tweet
Business
What happens when Nazis hijack your brand
By Tracy Jan November 16 at 10:29 AM
The neo-Nazis were hungry. They’d spent the day in a Charlottesville courthouse testifying at the preliminary hearing of a white nationalist jailed for pepper spraying counterprotesters during August’s deadly Unite the Right rally. Now, after the long drive home to Alexandria, Va., they craved pizza. ... “We were going to order from the local place where we get pizza all the time, but we said no, Papa John’s is the official pizza of the alt-right now,” said Eli Mosley, the 26-year-old leader of the white separatist group Identity Evropa. “We’re just supporting the brands that support us.”
That show of support — unsolicited and unwanted by Papa John’s which Tuesday posted a tweet explicitly rejecting neo-Nazi ideas — exhibits an emerging danger to major American brands negotiating the racial politics that have cleaved the country.
....
“Companies need to take a public stand on issues that are affecting consumers in advance of being co-opted,” said Heide Gardner, chief diversity and inclusion officer at IPG, one of the world’s largest advertising and marketing conglomerates. “Brands need to build a certain level of sophistication around racial issues. They need to be really mindful of how charged the environment is and take pains to look at situations through a diversity lens.”
{ Silicon Valley escalates its war on white supremacy despite free speech concerns }
Papa John’s learned this lesson the hard way after the chain, a major NFL sponsor, found itself in the unwelcome embrace of neo-Nazi groups following a Nov. 1 call with investors that blamed disappointing pizza sales on football players’ protests against racism and police brutality. ... Following the call, a neo-Nazi website hailed Papa John’s as “Seig Heil Pizza” with a photo of a pie whose pepperonis had been arranged into a swastika.
....
Tracy Jan covers the intersection of race and the economy for The Post. She previously was a national political reporter at The Boston Globe. Follow @TracyJan
What happens when Nazis hijack your brand
By Tracy Jan November 16 at 10:29 AM
The neo-Nazis were hungry. They’d spent the day in a Charlottesville courthouse testifying at the preliminary hearing of a white nationalist jailed for pepper spraying counterprotesters during August’s deadly Unite the Right rally. Now, after the long drive home to Alexandria, Va., they craved pizza. ... “We were going to order from the local place where we get pizza all the time, but we said no, Papa John’s is the official pizza of the alt-right now,” said Eli Mosley, the 26-year-old leader of the white separatist group Identity Evropa. “We’re just supporting the brands that support us.”
That show of support — unsolicited and unwanted by Papa John’s which Tuesday posted a tweet explicitly rejecting neo-Nazi ideas — exhibits an emerging danger to major American brands negotiating the racial politics that have cleaved the country.
....
“Companies need to take a public stand on issues that are affecting consumers in advance of being co-opted,” said Heide Gardner, chief diversity and inclusion officer at IPG, one of the world’s largest advertising and marketing conglomerates. “Brands need to build a certain level of sophistication around racial issues. They need to be really mindful of how charged the environment is and take pains to look at situations through a diversity lens.”
{ Silicon Valley escalates its war on white supremacy despite free speech concerns }
Papa John’s learned this lesson the hard way after the chain, a major NFL sponsor, found itself in the unwelcome embrace of neo-Nazi groups following a Nov. 1 call with investors that blamed disappointing pizza sales on football players’ protests against racism and police brutality. ... Following the call, a neo-Nazi website hailed Papa John’s as “Seig Heil Pizza” with a photo of a pie whose pepperonis had been arranged into a swastika.
....
Tracy Jan covers the intersection of race and the economy for The Post. She previously was a national political reporter at The Boston Globe. Follow @TracyJan
1 replies
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