As summer 2016 approached, more global U.S. brands made their convictions clear. Macy’s, MetLife, Walgreens, Hewlett Packard, JPMorgan Chase, UPS, Motorola, Wells Fargo, Ford, Coca-Cola, Microsoft and Apple scaled back or withheld funding for the 2016 Republican National Convention that was about to nominate Trump. The exact level of their corporate support or lack thereof will not be clear until government filings become available. However, all of them, under public pressure or due to their own realization of the potential damage, broke with tradition and refused to go with the flow. Let’s call them the basket of respectables.