Brand Values Backlash Messaging Kit

A backlash against a stated value needs a public answer, not a new slogan.

The kit gives that statement: which value was challenged, what the company will say, and what it will not pretend. Brand lines and scripts are different pieces. If the message itself is still undecided, that comes before the wording. The criticism and the value as the company actually holds it are enough. A sentence that only repeats the original campaign line is dropped.