I guess he will find out how well he knows his customer base.
An active neutral stance "feels" no different than a disavowal.
He probably should have just refused to speak with the media as neutrality is no win situation and looks weak.
Refusing to speak with the media and being dismissive towards them would have been the better play IMHO.
As it stands they are still connected with Kyle due to the photo and they apparently po'd a lot of customers.
I don't think so. I think they PO'd like 50 customers and a couple hundred internet folk who weren't buying expensive, small batch, rifle themed coffee anyway.
They had to say something because the mob started a social media rumor that they were dumping advertising partners over it. (it was a big deal in the Coffee Club FB group for a couple hours)
As I understand it from watching it in real time, it went like so:
1. Blaze Media person posted the pic, and included an existing BRCC Promo code (from an existing deal in between BRCC and Blaze)
2. Twitter freaks out that BRCC sponsor's Kyle with promo code.
3. BRCC messages person who posted tweet and says some version of "Hey, maybe don't have the code in the Tweet with Kyle, it looks like we are taking more of a stand then we want to." Blaze Tweeter removes code.
4. Twitter Freaks out that BRCC has caved to the mob and has dumped Blaze Media as an advertising partner.
5. Frothing at the mouth ensues.
6. Evan releases 2:20 video saying no-one's advertising or promo deal was dumped, he just doesn't want to profit on a situation where people died.
7. less than 2 min after the 2:20 video is posted Twitter is again frothing at the mouth about BRCC "disavowing" Kyle. (I guess Kyle is on the IM team now....)
and here we are.
I am sipping my Silencer smooth as I type this, but if it's just to far past the pale for anyone to buy coffee from someone that said something on the internet, let me draw your attention to
www.invadercoffee.com . They are another veteran owned, expensive, small batch coffee roaster to fill your needs. (Although they are headquartered in Austin, so Gods only know what whacko *expletive deleted*it they might be into)
It's a brave new world[internet]: you must choose sides and once you have the other side is sub-human and must be destroyed. That attitude has never had consequences before.