Under Armour
Under Armour
  • The president’s manufacturing council of business leaders lost three of its members Monday, and a fourth on Tuesday.
  • The companies, particularly Under Armour and Intel, are being lauded and actually getting a brand boost on social media.
  • According to data crunched by Brandwatch, 88.6% of the conversation around Intel and 89.4% of the conversation around Under Armour is positive.

More brands are coming forward and distancing themselves from President Trump.

The president’s manufacturing council of business leaders lost three of its members Monday , and a fourth on Tuesday, amid backlash from his failure to strongly condemn the deadly white-supremacist protests in Charlottesville, Virginia, this past weekend.

The president offered a stronger condemnation on Monday , but it was too little too late.

“For the vast majority of Americans there is a fine boundary between backlash from political correctness and overt hatred,” said Paul Marcum, president at integrated marketing agency Truffle Pig. “Charlottesville — and the president’s response to it — missed that distinction and ended up on the wrong side of that boundary.”

The four executives staging a walkout was them being unwilling to give extreme positions cover, said Marcum.

This is in stark contrast to positions that many of them held until very recently. Until now, many of these b usiness leaders have rationalized joining Trump’s business councils by saying that they were trying help the president make better decisions about American business, even ignoring backlash.

Under Armour’s Plank, for example, was all praise for Trump in an interview with CNBC’s “Fast Money Halftime Report” back in February,…