Can Brands Mourn? Not Without Trust

It feels natural to say 'a family mourns,' but to say 'a company mourns'—not so much. Many argue this is business's fault. As Carlos Abler notes, every day business communities ignore individual and commonwealth best interests, putting shareholders or personal careers above all else.

So when brands try to actually act with humanity it shouldn't be surprising how often it backfires and people respond with cynicism. Prince’s passing on Thursday April 21st 2016 was one such occasion where Abler's employer, 3M wanted to respond with humanity to a fellow Minnesotan and much loved member of ...

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