In this appearance on @CNBC ‘Squawk on the Street,’ marketing expert Americus Reed joins the conversation to discuss the recent trend of companies pulling business out of Russia. According to Reed, the current situation is different from anything we’ve seen before, as it involves a ruthless dictator committing crimes against humanity. Companies have little wiggle room and must make a stand, forgoing short-term profits in the interest of protecting their brand value. However, there are some complexities to consider, particularly for companies providing vital supplies and services, such as healthcare companies. Reed acknowledges that these situations require a nuanced approach, where companies can communicate how they are changing and pivoting to help during the crisis. But in the digital space, there’s no room for nuance. Consumers will see a company’s failure to pull out of Russia as an implicit endorsement of the regime’s actions. This is too risky for a brand, and the long-term value of the company’s brand must be protected. Join Americus Reed on ‘Squawk on the Street’ as he offers valuable insights into the decisions companies are making in this complex and rapidly evolving situation.
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