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U.S. News & World Report: "Bottom-Line Politics"

07/21/2017 News Release Image

U.S. News & World Report: "Bottom-Line Politics"

. . . as the political has gotten more personal under Trump, so have corporations. Nordstrom dropped Ivanka Trump's clothing line, drawing an angry tweet ("Terrible!") from the new president. It was purely a bottom-line business decision, the retailer said, but it would not have been done, experts say, if the company thought a backlash would be more detrimental to sales. Not satisfied with merely fighting the policy change on climate change, Tesla's Elon Musk and Disney's Robert Iger got in Trump's face and off of his advisory team, resigning from the president's Strategic and Policy Forum.

Reebok's not-so-veiled criticism of the president was calculated, too, marketing specialists say, with the equation being that defending women would help sales more than chastising the president would damage them. "Companies are constantly looking to build their brand or relationships with consumers. You really can't be all things to all people. You really have to have a definitive persona," says Larry Chiagouris, a marketing professor at Pace University's Lubin School of Business.

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