Brands skabes af samtaler. Enten ufrivilligt som når giganten Target bliver genstand for politisk boykot af højrefløjen i USA, eller frivilligt når Spotify kommenterer på Brexit.
Med succes som Momondo’s DNA Journey eller smagløst som Crocs’ Twitter post efter David Bowies bortgang.
Evnen til at agere intelligent og med kulturel situationsfornemmelse er det nye sort efter Brexit og Trump. Vi tager et kig på nogle af de bedste og værste brandstrategier i en verden, hvor de kulturelle kløfter er større end længe.
Se eller gense Runes oplæg på vores Facebook.
4. Evnen til at agere intelligent og med
kulturel situations-fornemmelse er
det nye sort efter Brexit og Trump.
4
Et kig på nogle af de bedste og
værste brandstrategier i en verden,
hvor de kulturelle kløfter er større
end længe.
5. 5
SoMe er ikke
interessante i sig
selv men kun som
del af et større
økosystem som
kommmunikation,
kultur og brands
udfolder sig
igennem
Brand
8. Er dit brand værd at tale om?
Dit brand skabes af samtaler
du ikke kontrollerer. Men du
kan starte samtaler gennem
det du gør og det du siger.
9. Virksomheder og brands
må tage stilling og have en
holdning – en risiko, en
nødvendighed og en
mulighed...
9
10. Et kulturelt perspektiv
10
FRA:
USP’er, funktionelle og
emotionelle fordele, og
værditilbud
TIL:
Social disruption, kulturelle
spændinger, ideologi og
kulturel innovation
16. #AnywhereButTarget
Conservatives Launch campaign ahead of Black Friday, Christmas Shopping
16
This campaign will “send a clear and direct message
to Target,” which Wray describes as a company “that
seems to care more about a radical political agenda
than common sense and safety of its own customers.”
During November/December period total
sales decreased 4.9 percent. ”It’s not
surprising Christmas shoppers decided to
take their business elsewhere,"
stated Wray.
As noted by Wray in November, the immediate
conservative push-back forced Target into spending
$20 million on individual gender neutral bathrooms for
their stores.
17. ”Target’s decision to open their restrooms to transgendered
individuals, who are only 0.3% of the population, is not an issue of
inclusivity, it’s an issue of public safety.
There are 293,066 victims of rape each year, and the fact that
more than 33% of these sexual assaults happen in public
places like restrooms should be of concern to Target.
My concern is the hundreds of thousands sexual offenders
who take advantage of opportunities such as the one Target is
presenting. Target has endangered the safety and privacy of
women and children in their stores.”
Concerned Women for America (CWA), Penny Nance
26. 26
Trump's actions are hurting Netflix
employees around the world, and
are so un-American it pains us all.
Worse, these actions will make America less safe (through hatred and loss of
allies) rather than more safe. A very sad week, and more to come with the lives
of over 600,000 Dreamers here in [an] America under imminent threat. It is
time to link arms together to protect American values of freedom and
opportunity.
CEO Reed Hastings
27. 27
CEO Mark Zuckerberg:
“Like many of you, I’m
concerned about the
impact of the recent
executive orders signed
by President Trump.
We need to keep this
country safe, but we
should do that by focusing
on people who actually
pose a threat. We should
also keep our doors open
to refugees and those
who need help.”
CEO Satya Nadella noting
his own immigrant
background.
“As an immigrant and as
a CEO, I’ve both
experienced and seen the
positive impact that
immigration has on our
company, for the country
and for the world.
We will continue to
advocate on this important
topic,”
CEO Sundar Pichai:
"We’re concerned about
the impact of this order
and any proposals that
could impose restrictions
on Googlers and their
families, or that create
barriers to bringing great
talent to the U.S.
We’ll continue to make our
views on these issues
known to leaders in
Washington and
elsewhere."
CEO Tim Cook:
‘Apple would not exist
without immigration ... It is
not a policy we support.’
The Apple CEO spent
Thursday and Friday making
the rounds in D.C., meeting
with senators, dining with the
president’s daughter and son-
in-law as well as Trump’s
nominee to be Veterans Affairs
secretary.
28. »Det er åbenlyst, at en lettelse af
topskatten er fordelagtig for
økonomien. Men hvis danskerne ikke
kan se sig selv i skattesystemet og
føler, at det er uretfærdigt, splitter du
befolkningen. Og så får vi ekstreme
holdninger, som ikke fører landet i
den rigtige retning,«
Thomas F. Borgen,
Danske Bank
32. 84 Lumber
Den mest direkte og kontroversielle reklamer fra en
byggemarkedskæde de færreste kender udenfor
USA
Fox nægtede at vise den fulde udgave, så seere
måtte klikke videre for at se afslutningen
“The will to succeed is always welcome here.”
32
37. 37
We couldn’t talk about the
lack of acceptance in the
world without pointing out
the challenges in our own
community at Airbnb.
The painful truth is that
guests on Airbnb have
experienced discrimination,
something that is the very
opposite of our values.
46. 46
1981 × 2421 - musicbusinessworldwide.com
Empati og
humor
Kobler sig på større
kulturelle anledninger
Intelligent og kreativ
brug af data
Antyder holdning
indirekte
50. The editor of Think
Progress, the publication
of the progressive Center
for American Progress,
slammed Audi on Sunday
for pandering to feminists
by airing a Super Bowl ad
advocating gender pay
equality while its board of
directors is all male.
(source Breitbart)
50
55. Virksomheders evne til at
se deres rolle i en større
sammenhæng og tage
ansvar bliver vigtigere.
55
56. 56
»Fælles for alle er, at vi i
stigende grad ser både de
muligheder, der ligger i en
mere social og inkluderende
økonomi, men også
nødvendigheden af, at vi tager
et større ansvar. Vi er nødt til
det, men insisterer samtidig
på, at vi faktisk kan tjene flere
penge på at gøre det, men
med en helt anderledes
balance end i dag,«
Mads Nipper, CEO Grundfos
57. Hvad kræver det?
Evnen til at ’læse’ og agere i forhold til
den aktuelle kulturelle kontekst er
afgørende - her ligger muligheder og risici
57
58. Brexit: mest populære brands blandt
’remainers’ og ’leavers’
REMAINERS LEAVERS
http://www.independent.co.uk/news/business/news/brexit-latest-leave-remain-vote-instagram-spotify-airbnb-virgin-itv-a7182531.html
Brandstrategi, kultur og SoMe
Brand strategier i en polariseret verden
”Caught between a rock and a hard place”
Target: Fanget i en værdikamp
AirBnb, Momondo:
Budweiser, Lumber84:
Spotify: Empatisk voyeur
TV2, Bianco
Det er en udsædvanlige tid vi lever i
Brands agerer altid i en kulturel kontekst: D. Holt
SoMe er blot en kanal i et større økosystem af medier
I en polariseret verden
- the business og business is business
Brands står for noget der har kulturel resonnans på et givet tidspunkt.
A powerful cultural symbol.
”Brand champions an ideology that resonates, that people care about, and so they use the brand in their everyday lives, an important component of their identities"
Because iconic brands play such an important role for consumers, they have very strong and durable brand loyalty, and are amongst most loved and respected brands.
The #AnywhereButTARGET campaign is also meant to provide alternative retailers for conservatives.
2ndVote Executive Director Lance Wray issued a statement saying this campaign will “send a clear and direct message to Target,” which Wray describes as a company “that seems to care more about a radical political agenda than common sense and safety of its own customers.”
Wray continued:
2ndVote is calling on conservative consumers to engage the country’s second largest retailer on its company-wide policy that allows and encourages individuals to choose restroom and changing room facilities based on gender identity rather than biological sex. Immediate pushback from conservatives forced Target to spend $20 million to add gender neutral bathrooms to its stores shortly after announcing the policy earlier this year.
The #AnywhereButTARGET campaign comes at the beginning of the busiest shopping season when major retailers, like Target, expect to bring in over 30% of their annual revenue.
Concerned Women for America President and CEO Penny Nance is also encouraging the members of her organization, which promotes biblical principles, to shop elsewhere this holiday season.
“At Concerned Women for America (CWA), we know we can’t just vote with a ballot, we must also vote with our wallets. Our hope is that Target will hear our vote loud and clear this holiday season,” Nance explained in a statement to Breitbart News, adding:
Target’s decision to open their restrooms to transgendered individuals, who are only 0.3% of the population, is not an issue of inclusivity, it’s an issue of public safety. There are 293,066 victims of rape each year, and the fact that more than 33% of these sexual assaults happen in public places like restrooms should be of concern to Target. My concern is the hundreds of thousands sexual offenders who take advantage of opportunities such as the one Target is presenting. Target has endangered the safety and privacy of women and children in their stores, so CWA and its hundreds of thousands of members will be taking our business elsewhere.
Target has not yet responded to a request for comment about #AnywhereButTarget from Breitbart News.
“Conservatives have many other options to Target this season and that’s why we’re choosing #AnywhereButTARGET,” Wray added about 2ndVote’s campaign. “When a company as large and well-known as Target chooses to insert itself directly into such a radical movement that seeks to ultimately destroy religious liberty and completely goes against our conservative values, it’s our role as an organization to give conservatives a way to communicate directly with the company.”
"[C]omparable sales during the combined November/December period decreased 1.3 percent," says the report. "For those two months, total sales decreased 4.9 percent, reflecting the impact of the December 2015 sale of the Company’s pharmacy and clinic businesses."
Back in April, Target announced their new trans-friendly bathroom and fitting room policy, which is still implemented today. The policy allows men who "identify" as women the use of women's facilities and vise-versa.
"We welcome transgender team members and guests to use the restroom or fitting room facility that corresponds with their gender identity," reads the April release from Target. "Everyone deserves to feel like they belong."
In Wednesday's press release, 2ndVote said Target's bathroom and fitting room policy "put their customers at risk."
"They showed that as a company they care more about pushing a radical agenda than they do about their customers' safety and values. So it’s not surprising Christmas shoppers decided to take their business elsewhere," stated Wray.
As noted by Wray in November, the immediate conservative push-back forced Target into spending $20 million on individual gender neutral bathrooms for their stores.
De siger ’the business of business is business’ men det passer ikke længere. #grabyourwallet
A father voices his fears for his daughter, that she will never be seen as (or paid) equal to men.
Audi affirms its commitment to equal pay
Wouldn’t have been such a political statement last year, but arriving on the heels of the Women’s Marches around the world, it’s meaningful.