Strome Business Minute With Dr. Jeff Tanner

Brandom acts of kindness is a new turn on an old phrase that describes how some companies are responding to the COVID crisis. I resisted random acts of kindness because they don’t address the person’s needs and create an unfair obligation on the recipient. A brandom act of kindness is not random, it is purpose-driven in that is in response to a need AND is consistent with the brand’s purpose. For example, Domino’s, KFC and others donating meals numbering in the tens of millions to healthcare workers and first responders, while Taco Bell and Burger King provide free meals to children dependent on school lunches. Crocs, already loved in healthcare, is giving a pair to every healthcare worker in the country. Brandom acts should be one good thing we remember about this time. To learn more, visit odu.edu/business. This Strome Business Minute is presented by the Strome College of Business at Old Dominion University.