KGB Dots


  • Boycotts and Brands

    The social activism stratagem isn’t new; boycotts have been the choice of consumers who want to voice their opinions via their pocketbooks for as long as brands have existed. But in today’s hyper-connected world, the impact a boycott can have on a brand has grown exponentially. One misstep can lead to an avalanche of protest – both on- and off-line – that can wreak havoc on a brand’s reputation, not to mention its bottom line.