I went online this morning to check the news headlines and was struck by the response to the Imus controversy. P&G pulled all of its advertising from the daytime rotation and Bigelow, another sponsor, is contemplating the same thing.

So, I logged onto the Bigelow blog to observe the conversation. The first thing that struck me was the speed at which I could become engaged. www.bigelowteablog.com/2007/04/10/bigelow-tea-responds-to-imus/

I was immediately impressed by Bigelow’s decision to openly air the controversy raised by their participation. At the center there’s a real and troubling debate about the very nature of free speech in the media.

My view? There is none. The commercial interests driving programming hire the likes of Howard Stern, Rush Limbaugh and Don Imus because their sexist and racist views attract controversy and listeners. Listeners drive ratings and rate cards. Besides, Howard Stern can speak freely until Clear Channel decides he can’t. And when Rush Limbaugh mocks a man with Parkinson’s disease, he mocks free speech.

Of course, none of this is helpful to Bigelow, who’s caught in the crossfire.
Whichever way they turn, they stand to alienate their most loyal customers. Do they leave and alienate those offended by Imus? Or do they stay to placate “free speech” advocates mocking them for their knee-jerk response?

If I were Bigelow I’d take the high ground and assume stewardship of the conversation. Make free speech the central topic. It’s a perfect time and place for the brand to invite customers to participate in a real conversation about free speech unfettered by corporate interest or interference.

Tea has always been a calming social lubricant and the kitchen table has always been a place where real freedom of speech is spawned and nurtured. That should change the conversation. Which is what smart brands have to do to survive nowadays.

Comments, anyone? I’ll put the kettle on.