People want information. Give it to them. Provide them with all the details you can–the more they know the more they feel like they know you.
Gillette’s “toxic masculinity” ad is a perfect example of what not to do. Trying to ride the coat tails of a trending topic, they threw gas on the fire (and got burned). Anyone with half a clue would have seen this coming. Gillette C-Levels: Let’s discuss my rates. I’ll bet they’re less than you paid for (and lost in) this mess.