Why Chick-fil-A and Other Brands Aren't Being Bullied

The Web was supposed to give angry consumers power over companies like Chick-fil-A
A Chick-fil-A in Springfield, Va. Photograph by Alex Wong/Getty Images

If brand managers controlled the universe, big companies would glide through the culture wars with safe and steady neutrality, never taking sides. Chief executive officers at high-profile companies would never pledge $2.5 million in support of gay marriage (as Amazon.com’s Jeff Bezos did in July) or speak out publicly against same-sex marriages (as Chick-fil-A’s Dan Cathy did recently in an interview with Biblical Recorder). “If you’re a big publicly held company, you don’t want to piss off anybody on any side of any issue,” says Claudia Caplan, the chief marketing officer of RP3 Agency. “You want to be Switzerland.”

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