a) Should Shawn emphasize building social equity or preserving economic equity in implementing a solution to the

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Question:

a) Should Shawn emphasize “building social equity” or “preserving economic equity” in implementing a solution to the Overseer brand dilemma?

b) Actionable Recommendations: Build a set of actionable strategies to correct the problem you have identified, which must be well-reasoned, argued, and supported with significant evidence.

Case study - when your brand is racist

SHAWN LEWIS KEPT oneeyeon his laptop while footage of the protests in support of Black Lives Matter flashed across the TV. His family was asleep, but he was waiting for a press release draft from his colleague Angela that would go out tomorrow. Angela Howell was the head of PR at Cork Beverages, a brewing and distilling company based in Nashville, where Shawn was a senior brand manager. The release concerned the brand he was responsible for: Overseer Whiskey.

When Slack finally dinged, he opened the attached document:

We recognize that Overseer Whiskey’s history and name are closely tied to our country’s history

ofracism.Whilewehaveworked over the years to update the brand to be respectful of all races, those changes have not been enough. We are evaluating further measures and will announce our plans

soon. Cork Beverages believes in diversity, equity, and inclusion and wants our product portfolio to reflect that commitment. In addi- tion, we are donating $3 million

to organizations that support and engage the Black community.1

Angela followed up a few minutes later. “Any changes?”

He wrote back: “I’m still wor- ried it’s vague. Is it enough to say that we’re evaluating changes?”

“Jim doesn’t want to back the company into a corner,” she