Next Monday is Columbus Day, the annual commemoration of the discovery of the Americas by Christopher Columbus on October 12, 1492. It is a government holiday, so banks will be closed and the post office will not deliver your mail. Most government offices will be shut down for the day in honor of the great discoverer. He was a great discoverer, wasn’t he? It seems these days, it depends upon whom you ask.

It has been 525 years since he and his crew sailed the Niña, Pinta and the Santa Maria to the shores of the Bahamas. Today, Columbus’ reputation as a great discoverer is a matter of opinion. First, he was misguided in his calculations as a sailor. He was sent to find a shortcut to Asia. He was trying to sail to Japan when he discovered the islands of the Caribbean, which he insisted were the East Indies (thus the reason he called the indigenous people living there "Indians.”) Columbus traveled from Europe to the Americas four different times, but never admitted that he was in a new continent, always insisting he was in Asia. However, the bigger controversy these days has nothing to do with his ineptitude as a sailor, but his initiation of European greed that brought a rash of colonization, slavery, disease and genocide. In recent weeks, a Christopher Columbus bronze statue in New York’s Central Park was defaced by painting its hands red to depict blood and its base spray-painted with the words, "Hate will not be tolerated.” It appears that Columbus has become the poster boy for revisionist historians’ hatred of anything that they deem "hateful.”

All that may be too much to hang on Christopher Columbus. He was looking for a gold and spice route to Eastern Asia and ended up with a Caribbean cruise. Yet, there are cities throughout the U.S. that are refusing to recognize Columbus Day next Monday. Some have renamed it Indigenous People Day or Discovers Day. Whatever you call it, Columbus’ reputation has taken a hit. He used to be one of the most celebrated of the discoverers (bear in mind that every state in the Union has at least one city, county or district named for him.)

What are we to make of this type of reversal of history? Keep in mind that it is the job of marketing to guard the reputation of your brand. Public opinion can sway against you quickly these days. Make sure you are aware of what is being said about you, particularly on social media. Also be careful who and what you associate with in your company. Celebrity endorsements can go awry when your endorser says or does something stupid… go ask Subway. Trust, but verify. Finally, keep in mind that there are groups of people who will glob onto anything that looks like they are taking down a business. It is an oddity of our current society. Historically, there has been rage that has spilled over against large corporations. Today’s social activist doesn’t seem to care if your business is large or small. They want to disparage any business. Be wary of them.

Also keep in mind that for every town crier that posts on social media, there are countless people who don’t. In fact, there has been a backlash against all the venom that is spewed online. What do your customers think? It is very important for you to know and understand what they are thinking, what they believe and what they value. Your marketing needs to intrigue them without insulting them. The only way you can do that is to know what they are thinking and where their parameters are for good and bad tastes. Your marketing should mirror their beliefs.

Columbus might not be the same man of reputation that he was in years past. Then again, maybe he is, or maybe no one really cares. Just keep in mind that if the people you are trying to sell your products and services to are turned one way or the other, your marketing should sail with them. And if they are indifferent, pay no attention to the rhetoric surrounding revisionism.