What lessons should brands take away from the 'Bud Light Effect'?

ViewIt's a term that has brands across the country battening down the hatches. The so-called "Bud Light Effect."

"The Bud Light story is really astonishing," Tim Calkins said.

What started out as a Bud Light beer plug with transgender influencer Dylan Mulvaney back in April has become a tsunami of backlash and boycotts...