Are You a Red Brand? Or a Blue Brand?

Photo by catatronic via Flickr.com, (cc) some rights reserved“Goodbye, Anthropologie,” a friend and respected colleague posted on Facebook yesterday.

“Yep. I made the same decision,” replied one commenter. “Oh no. What a bummer. And I have a gift card… ” said another.  

The issue being discussed? Richard Hayne, CEO of Urban Outfitters, Anthropologie and Free People, allegedly donated $13,000 to Rick Santorum’s campaign.* 

Further, according to an attached story, “he’s against gay marriage and abortion.” 

Evidently, Miley Cyrus started this slow-moving meme last May, so it may fizzle out before it flares. But the fervent Facebook exchange does illustrate a key point: 

Politics doesn’t just divide our dinner tables any more. It divides our shopping baskets, too, into “red brand” and “blue brand” decisions. 

Does your brand lean blue (Chipotle) or red (Chick-fil-A)? The answer may have a lot more impact on how consumers “vote” with their pocketbooks than you think. 

*Snopes.com reports that Hayne’s donations date back nearly a decade and were to Santorum’s senatorial election campaign in Pennsylvania. Urban Outfitters (NASDAQ: URBN), the company that owns Anthropologie, is headquartered in Philadelphia.