The burden and responsibility of leaders: seven attributes that define authentic brand leadership

What happens when a brand’s lofty promise collides with the harsh reality of business? For two industry giants, the crash revealed just how different leadership can look when tested.

Bud Light and the cost of weak leadership

In April 2023, Bud Light launched a collaboration with transgender influencer Dylan Mulvaney — a move meant to evolve its brand and attract younger, more inclusive audiences. When conservative backlash erupted, the company’s response was ambiguous and noncommittal. Rather than defending the partnership, Anheuser-Busch issued statements suggesting the campaign was just one “commemorative can” and not a formal marketing initiative. They failed to publicly stand by Mulvaney or the broader LGBTQ+ community amidst mounting pressure.

Anheuser-Busch lost $26 billion in market value, experienced share downgrades, and even faced congressional scrutiny. It also lost its top rating from the Human Rights Campaign. Competing beer brands like Modelo Especial soared, eventually overtaking Bud Light in U.S. sales. As of mid‑2025, Modelo remains the clear leader, with reported sales of $5.18 billion, compared to Bud Light’s $4.83 billion.

Nike’s bold stand: leadership in action

In May 2020, following the murder of George Floyd, Nike released a bold ad campaign. The message subverted its iconic tagline: “For once, Don’t Do It.” The campaign urged people not to ignore racism and to take a stand against racial injustice. Nike quickly pivoted its advertising channels (TV, social, digital) to amplify this message.

Nike solidified its image as a values-driven leader willing to risk backlash in service of principle. Its alignment with a younger, more diverse consumer base reinforced Nike’s status as a cultural icon rather than just a sportswear brand. In the fiscal quarter following the campaign, Nike’s digital sales jumped over 75% year-over-year (partially pandemic-driven but strongly amplified by brand relevance).

The difference between these outcomes isn’t luck. It’s leadership. Authentic leader brands don’t just claim identity; they live it. They understand that authenticity is not a veneer but a framework — one that demands clarity, courage, and consistency. To guide this, we’ve identified seven principles of authenticity. These are the compass points that should shape how every leader brand acts, communicates, and evolves.

The seven principles of authentic brand leadership

1. Champion the well-being of people.

Leadership carries a duty of care. Beyond profits or visibility, a leader must prioritize the health, dignity, and growth of employees, customers, and communities.

2. Participation demands credibility.

For brands, showing up means more than presence; it requires proof. To earn trust, leaders must align brand promise with words and actions, consistently demonstrating that their involvement is genuine, informed, and rooted in real commitment, not convenience.

3. Drive meaningful change.

True leaders don’t just keep pace; they push society forward. Brands with influence must take responsibility for addressing systemic issues — climate, equity, access, or innovation — and not wait to be asked.

4. Protect trust relentlessly.

Trust is the currency of leadership. Once squandered, it’s nearly impossible to regain. Every action, word, and silence carries responsibility to protect this fragile asset.

5. Make hard choices transparently.

The harder the decision, the more important it is to communicate the why. Brands with leadership status owe stakeholders clarity on how decisions serve the greater good, not just the bottom line.

6. Amplify voices beyond your own.

Leadership isn’t a monologue; it’s stewardship of a platform. The burden is to ensure underrepresented perspectives are elevated, not overshadowed.

7. Be a leader and lead.

Leadership isn’t claimed through title or size; it’s earned through action. True leaders step into moments of uncertainty with clarity, courage, and conviction — showing the way forward when others hesitate.

What authentic leadership means in healthcare

There are many forces reshaping healthcare today, and recent legislation is just one of them. In this article, we’re focusing on the legislative changes currently shaping the landscape, while recognizing that they are part of a broader set of challenges facing healthcare leaders. From workforce dynamics to evolving care models, these interconnected pressures call for thoughtful, deliberate responses. How leaders respond will increasingly determine who sets the pace and who falls behind.

On July 4, 2025, the One Big Beautiful Bill was signed into law, ushering in sweeping changes to healthcare funding. The legislation cuts more than $1 trillion from Medicaid over the next decade — a blow felt most sharply in communities that depend heavily on Medicaid for coverage and access. According to a 2025 study from Georgetown University’s Center for Children & Families, nearly one in four rural residents under age 65 rely on Medicaid — meaning funding cuts would hit these communities especially hard.

At the same time, the White House’s Fiscal Year 2026 budget proposes reducing funding for the National Cancer Institute (NCI) from $7.22 billion in FY2025 to $4.53 billion — a steep 37% cut. While new initiatives like the Improving Care in Rural America Act and rural health grant programs aim to channel resources directly to hospitals and systems that can demonstrate rural reach or partnerships, the overall funding landscape remains deeply uncertain. The stakes are even higher given that, according to the CDC, cancer mortality rates are about 10% higher in rural areas than in urban ones.

As you can see, there is a cumulative impact that is raising the stakes for healthcare systems. Leader brands start by answering the following questions as a critical step in navigating the complicated and dynamic landscape.

• How do we differentiate ourselves by closing the rural cancer gap — through prevention, early detection, and patient navigation — while others retreat?
• How do we go beyond checking boxes and instead innovate rural care models that strengthen our market position and reputation for leadership?
• How do we communicate our commitments with transparency and credibility, so patients, partners, and policymakers clearly see the impact we’re making in rural communities?

Authentic leadership is never theoretical. It’s demonstrated in the choices brands make when the stakes are highest. We see examples of credibility, courage, and integrity defining those who lead. For healthcare systems, the test is here: sweeping legislation is reshaping the landscape in real time. The burden of leadership is not just to adapt, but to inspire — by protecting trust, amplifying voices, and showing up for communities when it matters most. In the end, being a leader means more than holding position. It means leaving people, systems, and society better than they were found.

If you’re navigating a leadership challenge and want to explore how the attributes of authentic leadership apply, send us a note. We may feature your question in an upcoming post.

Unlock Health is a full-service marketing communications agency that helps healthcare organizations make authentic connections with patients and communities. Every minute of every day, someone books services they need as a result of our work with clients.