What do you stand for?

The Hallmark Channel just became a great example of why it’s important for an organization to know who they are and who they want to be.

When an ad on their channel caused controversy, they chose to pull the ad, explaining that their brand was not about divisiveness (although not about inclusiveness either). When the removal came under fire, they decided to reinstate the ad.

In the end, all we know about what Hallmark truly stands for is the importance of ad revenues.

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