Navigating Controversy In Brand Behavior

J.K. Rowling, the British author and creator of the wildly popular and critically acclaimed Harry Potter series, is once again at the center of controversy for her outspoken views on trans rights, as she tells Harry Potter stars to “save their apologies” in response to a significant report on gender treatment in the UK. Rowling firstly faced backlash from several cast members following her earlier contentious remarks about the trans community in 2020. But, despite the pushback, Rowling’s brand remains robust, with book sales up $5 million and Warner Brothers doubling down on their collaboration for a new TV series based on her iconic books.

So what do I think sets Rowling’s brand behavior apart?

Firstly, Rowling’s brand reminds us that we live in a world of split opinions, and we need to take sides in ongoing societal conflicts. As I’ve emphasized in The Kim Kardashian Principle, playing it safe is no longer an option; strong brands, engage with diverse perspectives to genuinely connect with her audiences.

Research from Spout Social reveals that 70% of audiences expect brands to take a stand on social and political issues. Why? Because 66% of those people believe brands can create real change in the world. And when I say, take a stand, I mean clearly align with a specific stance in a debate – no tiptoeing around. For example, here’s me clearly aligning on a specific stance in the trans right debate: I believe transgender women are women. Any assertion otherwise diminishes the identity and dignity of transgender individuals. And, I firmly support everyone’s right to self-identify as they see fit.

Similarly, it’s imperative for leaders to be brave and recognize the importance of aligning with audience on a values level. Research from Gartner reveals that 90% of marketing leaders agree that marketing must adapt to shifting audience needs to achieve long-term strategic goals. And in my mind, this need for brands to take a stand has very much been driven by the shifting needs of newer generations, especially generation Z.

Secondly, Rowling’s brand dares to confront controversy head-on by publicly addressing the sensitive topic of sex and gender issues.

There is undoubtedly a right and wrong way to approach sensitive issues. But what I would say is that avoiding controversial topics all together would definitely be the wrong way as this will breed further distrust among audiences.

Nike’s ‘Dream Crazy’ ad, released in 2019 featured San Francisco 49ers quarterback Colin Kaepernick, who knelt during pre-game national anthems to protest racial injustice in the United States. The ad showcased Kaepernick alongside the slogan: “Believe in something. Even if it means sacrificing everything. Just do it.” The campaign’s tagline and ethos were reportedly influenced by insights from The Kim Kardashian Principle. Despite videos circulating on social media showing individuals burning their Nike products, in the weeks following the ad’s release, Nike’s stocks increased by 5%, and the campaign generated more than $163 million in media value becoming one of the most talked about campaigns of all time.

I’ve said it before, and I’ll say it again, authenticity, transparency, and a willingness to engage in dialogue are crucial for building breakthrough brands today.

Lastly, Rowling excels at fostering meaningful dialogue. The reactions to her provocative statements underscore the importance of open communication with audiences which she often does on X. Brands can also learn from Rowling’s approach of not only expressing opinions but actively engaging in ongoing discussions with various stakeholders. By actively listening, challenging concerns, and engaging in debate, brands can cultivate positive relationships and enhance loyalty by showing your human side and that your nuanced like everyone else. Interestingly, research by Zipdo shows that brands that adopt conversational marketing are 80% more likely to retain customers.

I’ve long believed that there is merit in listening to diverse perspectives, even those contrary to my own. It’s clear to me that despite facing backlash, J.K. Rowling’s unwavering stance resonates deeply with her loyal fan base. And it’s by boldly standing by her beliefs and engaging in open dialogue that Rowling strengthens the authenticity of her brand. The J. K. Rowling effect demonstrates to us all that controversy and success can co-exist. In a world yearning for genuine connections with brands, I believe J.K. Rowling’s unwavering authenticity propels her brand, proving that unapologetically being oneself – for better or worse – will always be the key to success.

Named Esquire’s Influencer Of The Year, Jeetendr Sehdev is a media personality, international speaker and the author of the New York Times bestselling sensation, The Kim Kardashian Principle: Why Shameless Sells (and How to Do It Right.)