On this UVA Speaks podcast, Kimberly Whitler, the Frank M. Sands Sr. Associate Professor of Business Administration at the Darden School of Business, discusses the backlash large companies and brands (like Nike and Bud Light) have experienced when taking socio-political stances. Whitler contends that taking a stand on social issues can destroy a brand's reputation and that CEOs and Chief Marketing Officers need to use data and research to understand their consumers to minimize the impact on their reputation and bottom line.   Transcripts of the audio broadcast can be found here.   Kimberly Whitler is the Frank M. Sands Sr. Associate Professor of Business Administration at the Darden School of Business at the University of Virginia. Whitler spent nearly 20 years in general management, strategy, and marketing roles within the consumer packaging goods and retailing industries, managing global, U.S., and Eastern European-based businesses. She is the author of “Positioning for Advantage: Techniques and Strategies to Grow Brand Value,” named a “best strategy book,” and is the co-author of the book “Athlete Brands: How to Benefit from Your Name, Image, & Likeness.”