Dan Cathy, president and COO of Chick-fil-A, issued a release in response to media reports that the company supports anti-gay sentiment. In the release, Cathy "clarifies" that these reports are misleading.
As this is standard practice for this type of response, we keep reading the release with expectation of more formulaic prose. Interestingly, Cathy invokes the family-owned companies' views on marriage.
While my family and I believe in the Biblical definition of marriage, we love and respect anyone who disagrees.
He goes on to say that the company supports programs that endorse strong marriage reflective of that which exists in his own family, and then he again brings religion into the mix.
Chick-fil-A's Corporate Purpose is "To glorify God by being a faithful steward of all that is entrusted to us, and to have a positive influence on all who come in contact with Chick-fil-A."
This response may "clarify" the company's position, but will it change the attitudes of those who reported and read about the initial accusations?
Crisis aside, can this type of religious infusion in corporate positioning strengthen a brand amongst key audiences without alienating others? Does it matter if the brand only wants to reach those key audiences? Would love to get a few comments on the topic.
Also this week, Taco Bell has a more orthodox, social media-driven response to criticism that its beef doesn't contain enough beef for the company to be able to call it beef.