Pablo Buffagni of BBQ: Brands are like people, each one is different

Walmart and Dick’s Sporting Goods took a strong stand on gun control in the EE UU after the Parkland high school tragedy left 17 people dead, mostly young students. In that regard, Pablo Buffagni, founder and creative leader of BBQ Agency, said that time and measured results will tell whether the brands that decided to agree or disagree with matters that concern society did well to take a stand, and if those who kept silent were harmed for their lack of caring, and consequently, for their lack of character. “In the end, brands are like people – each one is different. Some are more vocal and others less so about matters of public concern.” The biggest retail gun store in the U.S. was the first brand to announce it will stop selling assault rifles and will ban the sales of all weapons to young people under 21. The giant retailer announced it is raising its minimum age limit for buying guns and ammunition in its stores to 21. Buffagni added that some studies show that consumers expect brands to take a political position on such public issues, and that other studies conclude the exact opposite.