• Recent high-profile and controversial marketing decisions by Target and Bud Light are backfiring and burning shareholders in the process to the tune of a combined $28 billion.
• “These are both cases where brands have gotten in the middle of some really controversial issues,” said Timothy Calkins, associate chair of the marketing department at Northwestern Kellogg, in an interview with FOX Business.
• “I think we’ll see more brands be very cautious about getting into the middle of some of these really controversial issues,” he noted.

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