SCHOLZ: The Hallmark Channel has to be brave to evolve its brand

Joachim Scholz, Assistant Professor of Marketing at Brock University’s Goodman School of Business, had a piece recently published in Adweek where he advocated for the Hallmark Channel to respond to its supporters and engage with its critics in a way that clearly outlines its moral position on LGBTQ+ narratives.

He writes:

“Hallmark Channel is facing a boycott again. In what almost seems like a sequel to its same-sex kiss controversy earlier this year, the company has come under fire for announcing that upcoming Christmas movies would feature LGBTQ+ storylines.

It’s a moment Hallmark Channel can seize to really evolve the brand—if it is brave enough to do so.

Hallmark seems to be willing to evolve and become more inclusive. Hallmark Channel recently announced Wonya Lucas as its new CEO. Lucas, who has previously overseen Atlanta’s NPR and PBS stations, brings experience and perspective to move the company past its recent flip-flopping and vague promises.

However, I am worried Hallmark wants to have its cake and eat it, too.”

Continue reading the full article here.

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