Logo Logic: The Ups and Downs of Branded Political Communication

Bennett, W. Lance and Taso Lagos. "Logo Logic: The Ups and Downs of Branded Political Communication." The ANNALS of the American Academy of Political and Social Science 611, no. 193 (2007): 193-206.

This article discusses the strategy of attaching a political message to a familiar corporate brand in attempt to hold some political leverage for change over the brand/company. The main examples the article calls on are Nike, referencing the sweatshop scandal, and Starbucks in connection with the push for fair trade coffee. Bennett and Lagos describe the benefits of this method, discussing the ability to attach political messages to a “lifestyle” brand and therefore lifestyles of customers as well, which has a double affect of causing a widespread awareness. The article also discusses some of the challenges of this method, mostly having to do with sustainability of the negative image until an actual change is made instead of just being acknowledged. They conclude by stating that while this method may be ideal for spreading a political message, it may not be the most effective way to obtain political or economic change in a company.