BRAND SAFETY IS BS UNTIL IT'S NOT

Summary from the TLDR Marketing newsletter

Effective brand protection is now much more focused on anticipating reputational risks and addressing them through strategic brand experiences than reactive PR. Audiences do not respond well to corporate statements as much as they respond to people especially before a crisis happens. Companies that empower internal teams to communicate externally, that show up in overlooked but high-impact environments, and that reinforce their brand promise through real-world experiences outperform competitors when trust is tested.