“Does CEO Activism Create a More Human Brand?” – Frank Grillo and Mark Blessington
THE MARKETING JOURNAL
CEO views on social issues are being heard like never before. The internet, social media, and Twitter in particular give CEOs with global brands a voice that can reach across the world. Some say CEO activism is new, some say it is too dangerous, and some say there is no analytical foundation for engaging in such activity. We beg to differ on all three counts.