Describes the phenomenon of political correctness and its effect on the
way brand marketers conduct their business. Discusses in detail the
effect of this ideology on brand association, brand symbolism, target
marketing, promotional messages and brand features; provides case
studies. Presents first, a brief discussion of political correctness
with a working definition; then the differences between politically
correct and politically incorrect brands. Uses the examples of Dakota
cigarettes and Stroh′s beer to show how brand symbolism is affected by
political correctness. PowerMaster beer, Uptown cigarettes and Nike
athletic shoes are examples of politically incorrect target market
selection. Benetton is controversial, yet politically correct, as is Ben
and Jerry′s ice‐cream, with respect to promotional messages. Fur coats
and Barbie dolls have incorrect product features, while The Body Shop
has correct ones. Recommendations for brand marketers include two
possible strategies: prevention and proaction; or reaction (damage
control). Observes that as marketing is a highly visible activity,
marketers must act to protect brand equity regardless of their beliefs
about the political correctness phenomenon.