Let's take the recent passing of Prince as an example. Here are a few brands who probably could have sat this one out.
And here's one brand who found a way to do it exactly right, in a way that resonated across not just the social space but popular culture itself.
1. Is there a reason you're entering the conversation? Do you have a legitimate seat at the table? Chevrolet makes the product that is the namesake of one of Prince's most iconic songs. What about you, 3M? Really, Lenovo? Your "values" are going to be your ticket to the party?
2. Can you speak in an authentic voice? Imagine if instead of that one gut-punch of a headlne, Chevrolet had said "The road just got a little bit more lonesome for 'Little Red Corvettes' today as we mourn the passing of Prince. From one American icon to another, our thoughts and prayers are with his loved ones." Don't speak in boilerplate and don't be condescending.
3. Do you actually know what you're talking about? Dying your logo purple proves that you've paid 5 seconds worth of attention to Prince in your life.
Three good questions to ask yourself, for starters, if you're a brand and something bad happens in the world and you think you might want to say something about it.