Consumer want brands that stand for something, and something that they believe in. This isn’t about expressing personal opinion but company opinion; leaders, when they pick up the CEO hat also take on the obligation to express that which aligns with their brand. CEOs should already be natural leaders and be able to step up and speak out when needed. It’s what they’ll say that will be crucial and difficult. Brands need to be smart, or they’ll face the consequences – publically.