- The president’s manufacturing council of business leaders
- The companies, particularly Under Armour and Intel, are being lauded and actually getting a brand boost on social media.
- According to data crunched by Brandwatch,
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Intel and Under Armour are getting a brand boost after their executives walked out of Trump's manufacturing council
ANALYSIS: For months, business leaders have rationalized joining Trump's business councils by saying that they were trying help the president make better decisions about American business, even ignoring backlash.
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More brands are coming forward and distancing themselves from President Trump.
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"For the vast majority of Americans there is a defined boundary between backlash to political correctness and overt hatred," said Paul Marcum, president at integrated marketing agency Truffle Pig. "Charlottesville revealed that boundary — and the president’s response to missed that distinction and ended up on the wrong side of that boundary."
Further, the sentiment around the brands is largely positive, with 88.6% of Intel's and 89.4% of Under Armour's conversation being positive.
Still, the brands seem to realize that it is ultimately a fragmented and polarizing issue. So even while leaving, it appears that Intel and Under Armour were trying to avoid backlash as much as possible.
"It certainly appears to be a strategic maneuver from Plank and Krzanich to announce their departure later in the evening when people are looking to relax and stray away from news updates," said Brandwatch’s PR data manager, Kellan Terry. "I’d guess that they hoped their departures wouldn’t garner as much attention later at night, and it’s commonly witnessed on social media that backlash is greatest for the first deviation away from the expected."
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