Off Brand

Why the Smartest Companies Are Shunning Neutrality, and Taking a Political Side

What Cloudfare, Dick’s Sporting Goods, and Nike reveal about the future of brand survival

Rob Walker
Published in
4 min readOct 9, 2019
Illustration: Kyle Platts

The fundamental task of a business is to generate profits for its owners, investors, or shareholders, right? “Make as much money as possible…