Brands should be transparent about price increases due to external factors like tariffs. Unlike airlines that permanently added fees, businesses that remove surcharges when costs decrease build long-term trust and avoid commoditization.

Wild Rye, a certified B Corp, finds that taking strong public stances on issues like reproductive rights amplifies their brand and strengthens customer loyalty. The founder believes this creates a financial upside that is far greater than the direct costs of donations and certifications, especially for a growing brand.

After thieves stole a truck with 12 metric tons of KitKats, Nestlé and other brands immediately used humor on social media to turn the event into a viral marketing moment. This approach transforms a potentially embarrassing incident into positive brand engagement.

Tony's Chocolonely intentionally left a day empty in its advent calendar to symbolize unfair wages in the cocoa supply chain. The resulting outrage from disappointed children became a national news story, powerfully making their point about the real-world consequences of inequality.

While many brands retreat during divisive periods, CMO Tim Ellis argues this is the exact moment to lean in. Consistently demonstrating your values when competitors are silent builds deeper trust and loyalty. Reacting to the climate shows weakness; sticking to your strategy shows courage and solidifies your brand identity.

Instead of just absorbing a large tariff refund, Nintendo launched a consumer-facing sale explicitly tied to the windfall. This move cleverly converts a financial event into a powerful marketing story that builds brand loyalty and stimulates sales.

Instead of pocketing tariff refunds, companies should pass them on to consumers. In an era where customers feel nickel-and-dimed, this act of goodwill would be a powerful, high-ROI marketing campaign, building immense brand loyalty and driving store traffic, especially for the first mover.

Costco is suing the Trump administration over tariffs, not just as a legal strategy, but as a public relations move. It signals to customers that Costco will fight anyone, even the president, to uphold its core value proposition of saving people money.

Brands like Lululemon that passed tariff costs to consumers now face lawsuits for not refunding them after the tariffs were reversed. Instead of fighting it, proactively returning the money could generate significant customer loyalty and positive press.