Milram, dm-drogerie markt, Budweiser, and SAP: All of these brands have been swept by intense shitstorms in recent years. This often happened unexpectedly and usually because the brands had taken a stance in some form—or, conversely, failed to do so. But do brands need a stance at all? What do they use as a guide? And how can they protect themselves from shitstorms?
We discuss this with marketing strategist Gerald Hensel, who advises many large and small companies and is, in his side profession, a co-founder of HateAid. This human rights organization advocates for clear rules against digital violence and counsels victims of such abuse. For Hensel, this has a serious background: the marketing strategist experienced a personal shitstorm several years ago. How to endure and survive such a storm—including job loss and death threats—is also the subject of this podcast episode.