05 Dec ARTICLE HBR CASE STUDY AND COMMENTARY
ARTICLE HBR CASE STUDY AND COMMENTARY When Your Brand Is Racist How to manage a successful product with a problematic history by Joseph C. Miller, Michael A. Stanko, and Mariam D. Diallo
What should Shawn recommend to the board? Expert commentary by Geoff Edwards and Jim Birch
REPRINT R2006M PUBLISHED IN HBR NOVEMBER–DECEMBER 2020
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S H AW N L E W I S K E P T one eye on his laptop while footage of the protests in support of Black Lives Matter flashed across the TV. His family was asleep, but he was waiting for a press release draft from his colleague Angela that would go out tomorrow. Angela Howell was the head of PR at Cork Beverages, a brewing and distilling company based in Nashville, where Shawn was a senior brand manager. The release concerned the brand he was responsible for: Overseer Whiskey.
When Slack finally dinged, he opened the attached document:
We recognize that Overseer Whiskey’s history and name are closely tied to our country’s history
of racism. While we have worked over the years to update the brand to be respectful of all races, those changes have not been enough. We are evaluating further measures and will announce our plans soon. Cork Beverages believes in diversity, equity, and inclusion and wants our product portfolio to reflect that commitment. In addi- tion, we are donating $3 million to organizations that support and engage the Black community.1
Angela followed up a few minutes later. “Any changes?”
He wrote back: “I’m still wor- ried it’s vague. Is it enough to say that we’re evaluating changes?”
“Jim doesn’t want to back the company into a corner,” she
HBR’s fictionalized case studies present problems faced by leaders in real companies and offer solutions from experts. This one is based on the Ivey Business School Case Study “Reckoning with Jemima: Can the Brand Be Remade for Good?” by Joseph C. Miller, Michael A. Stanko, and Mariam D. Diallo.
CASE STUDY When Your Brand Is Racist by Joseph C. Miller, Michael A. Stanko, and Mariam D. Diallo
Illustrations by JORI BOLTON
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