Brands that get caught up in the culture wars don’t know themselves–or their customers

(Credit: Rob Carr - Getty Images)

Since March Madness, Bud Light, owned by Anheuser-Busch, has been mired in controversy over its partnership with transgender influencer Dylan Mulvaney. Usually, social commentary fades after 48 hours. However, Bud Light experienced an unexpected escalation of customer rage, amplified by influential media, resulting in a boycott that has defied all expectations and is now entering an unprecedented third month.

The first rule of crisis management: Stop the bleeding