Bob Unanue lit a firestorm in the Latino community with his praise at the White House of Mr. Trump, saying “We are truly blessed ... to have a leader like President Trump who is a builder….” Latinos, who have been colorfully vilified by Mr. Trump in his rallies, were shocked that a brand they trusted as their own, would take that stand. Yet, many Trump supporters countered, “Doesn't Mr. Unanue have a right to express his own opinion.”
Cognitive branding tells us there are personal vibes and brand vibes. Mr. Unanue may not feel particularly Latin. His family originally hails from Spain. But Goya, the brand has Latino blood in its veins. Its products and customers are Latino. As CEO, you are the #1 brand ambassador. When he extolled the virtues of a President, widely viewed as hostile by many Latinos, he stayed true to his own views, but not to the Goya brand vibes.
Freedom of speech is a sacred right of all Americans. But, Mr. Unanue was at the White House because of Goya the brand, a symbol of the Latino community. When you are the CEO, forgetting that you are the top brand ambassador is like committing hara-kiri.

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