As brands grow their digital footprint across many message delivery channels; we often see them temporarily alter brand colors, shapes and other elements to celebrate a holiday, recognize a social cause, or commemorate an industry-specific event to build awareness. Some may see this practice as distracting, off-message or empty posturing. Others determine it a necessary disruption to bring attention to various topics, regardless of how it relates back to the company. Both viewpoints are valid, and with the practice increasing in popularity, it is worth discussion.