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American politician Alexandria Ocasio-Cortez (AOC) wore a dress to a fund raiser emblazoned with tax the rich.

The internet had a minor meltdown over it. I am not interested in the politics of it. But I do see a powerful marketing lesson.

You have to have something to say. Or something you stand for or against.

It takes courage to take a stand but that’s what confident businesses do.

Like AOC they know it will cause a stir but they’re OK with that. It gets attention and it gets people talking.

That’s step one. What you do with that attention is ultimately what matters. It has to be ‘relevant’ attention and, like all good marketing, have a logical next step.