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In a polarized world, your brand needs a strategy to decide when to speak up. It starts with knowing what matters to the company and (usually) your audience. Use these seven scenarios and real-life examples to make your plans.

Marketers are a tough crowd. On one hand, they appreciate brands that offer extensive thought leadership. On the other hand, they know every content and marketing tactic in the book. New research offers insights (and a peek inside your peers’ opinions).