When saying the ‘right’ thing goes horribly wrong

When Chris Martin asked a Coldplay audience to send love to Charlie Kirk’s family, the moment did not land. A cheer faltered, uncertainty permeated through the crowd, and by the time it reached wider attention, its meaning had already been rewritten. It glaringly reinforced that public gestures, even those made with the clearest intent, are never neutral.

Moments like this illustrate a simple truth – taking a stand (or failing to) has consequences. If you don’t decide what to defend, the world decides for you, and brands are no exception. Those who know what they support move deliberately, shape the narrative on their terms, and leave no space for others to rewrite their actions. The rest freeze – and get left behind.

Youtube clip of Coldplay’s Chris Martin ‘sending love’ to Kirk’s family

When silence fuels the fire

Disney’s response (or lack thereof) to Florida’s ‘Don’t Say Gay’ bill is now shorthand for what a crisis looks like when leaders freeze. Silence handed the conversation over to critics and commentators, and by the time the company acted, it was too late. A clear values framework would have made the choice obvious – what principles to uphold, which disputes to avoid, and who should act immediately. With that clarity, leaders can speak and act decisively, steering perception instead of chasing it. Without it, every delay becomes a headline, and credibility erodes faster than any statement can rebuild.

Brands survive by knowing what matters most and setting clear boundaries around what they will engage with and what they will steer clear of — because ultimately, audiences can spot fake messaging instantly. A values framework in practice helps leaders act decisively, ensures every public move reflects the brand’s true stance. Consistency turns intention into credibility, and makes each message a calculated choice rather than a shot in the dark. The real question to ask is: what do we actually stand for?

Speaking out demands conviction

Hesitation or half-hearted words signal opportunism, and once that perception sticks, good luck trying to undo it.

Brand like Patagonia embed activism into every part of its business, so that when it challenges policy or public opinion, it can’t be dismissed as marketing theatre. By contrast, token gestures, opportunism or half-measures leave a brand on the back foot, reacting to events instead of commanding attention or respect.

Speaking out is not a chance to chase trends or collect applause – people are smart. They notice when brands treat serious issues like an attention grab. Self-interest always shows, and once it leaks into public opinion, every position is poisoned.

To be heard — and taken seriously — brands must anchor every public position in core beliefs, make clear which battles are theirs to fight, and ensure that words are backed by visible action. That said, sometimes the most credible move is to stick to what your business does best – if you weren’t invited to the conversation, don’t force your way in.

Don’t wing it

On stage or in the boardroom, the risk is the same. If you don’t define what you stand for, someone else will — louder, faster, and on their terms. The issue isn’t whether to speak, it’s whether your words match the values you claim to stand for.

Those who choose to prepare turn each message into an intentional risk rather than a reckless guess. The unprepared slip into scrutiny, hoping to be understood, while everyone else fills in the gaps for them. Speaking up is only ever worthwhile when it is anchored in conviction, backed by action, and undeniably authentic. Anything else is just noise — and everyone can see straight through it.

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