Will an eased Cuba embargo bring brand opportunities?

Some brands appear to already be benefiting from normalized relations with the Caribbean country. Consumers are warning others to keep their distance.

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The political ramifications of President Obama’s Wednesday announcement that the United States would normalize relations with Cuba after more than 50 years of estrangement were immediate: There will be a fight.

Republicans began making plans to reverse course, possibly by withholding funds to open an embassy in Havana, for example. They’ve also considered ignoring requests for negotiations regarding lifting the embargo against Cuba.

That embargo is still in place for now, though the president’s plan does include some eased trade restrictions. That makes the commercial consequences of the new Cuba policy a little less clear than the political ones. Is this a new opportunity for brands?

In a few cases, the answer is already a big yes.

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