Protecting the brand

Here are two interesting news stories about company brands. A story in this morning's Washington Post - Political ads are tough sell for image-conscious corporations - describes how companies are being careful not to associate their brand with any particular political activity even after the Supreme Court ruling allowing for unlimited corporate political spending:

Many corporate executives don't want to wade into partisan political campaigns. But other companies have told their advisers and GOP fundraisers that they are interested in helping finance ads to spotlight proposed regulations and lawmakers they don't like. These companies include firms on Wall Street and in the energy sector opposed to stricter regulations as well as fast-food franchise owners fearful of being forced to unionize their shops.
They just don't want to be singled out -- or have their corporate logo attached

The second story is from the New York Times -- Venting Online, Consumers Can Find Themselves in Court -- on how companies are suing for what they consider defamatory remarks. The issue is what are called SLAPP suits (strategic lawsuit against public participation) where individuals or organizations try to silence opposition through lawsuits. [Full disclosure: I was once involved in an organization that was the target of a SLAPP suit]. But the story points out that such tactics are being used by companies to counter negative on-line postings.

Neither of these are new tactics: corporations have long been sensitive to how their brand is used and companies have been suing critics forever. But the juxtaposition of these stories reminds us that brands and reputation are valuable assets -- and that companies recognize the need to protect them.