Politics is about values.

Which means business is about values.

But let’s face it, values are scary.

If you lean into them too hard, or don’t execute properly, communicating your brand’s values can backfire.

Last week I used Bud Light as a case study for how this can go sideways quick.

But, as counter-intuitive as it seems, if your gut instinct is to shy away from values-based campaigns, you’re making a mistake.