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Political Conscience and Authentisity

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Presented by Peter Brown - “How To Create Powerful Brand Stories” - 2017 Medinge Autumn Meeting, Oslo, Norway

Publicado en: Empresariales
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Political Conscience and Authentisity

  1. 1. Brands with a Conscience: Political conscience and authenticity Peter Brown Oslo, 7 September 2017
  2. 2. Brand evolution Shareholder value management Stakeholder management Social embedding
  3. 3. In a free enterprise, the community isn’t just another stakeholder in business, but in fact the very purpose of its existence. Jamshetji Nusserwanji Tata Founder, Tata Group
  4. 4. A new era of brand transparency
  5. 5. Coverage of breadth and depth of socio-political issues
  6. 6. an enormous global challenge
  7. 7. and a challenging political landscape
  8. 8. Taking sides on Brexit
  9. 9. The referendum campaign was marred by exaggerations and lies, but now we need the truth, that’s why we’re covering Boris Johnson’s battle bus with thousands of questions for the new government from Leave and Remain voters John Sauven, Executive Director
  10. 10. and then there’s Vivienne
  11. 11. Edeka
  12. 12. The Trump effect we will neither stand by, nor stand silent, as the uncertainty around the new administration’s actions grows with each passing day. Howard Schultz, CEO, Starbucks
  13. 13. How about we meme “Undocumented Immigrant Day” at Starbucks into existence? Announce free coffee for all illegals on a certain date. August 11? 11 looks like II (for Illegal Immigrant)…and then alert ICE for the Round up. Even if this doesn't work it will still be a good publicity scare.
  14. 14. To have such a pro-business president is something that is a real asset for the country. People can really grab that opportunity. He wants to build things. He wants to make bold decisions and be really decisive. Kevin Plank, CEO, television interview with CNBC, 7/2/17
  15. 15. I want to clarify to our hometown exactly the values for which Under Armour and I stand…I personally believe that immigration is the foundation of our country's exceptionalism… We are always mindful of the responsibility that we have to those who choose our brand, especially the young people who represent the bold and bright future of a diverse and inclusive America…in a time of division, we aspire to be a force of unity, growth and optimism for our city and our country. Kevin Plank, CEO, Baltimore Sun, 15/2/17
  16. 16. Under Armour engages in innovation and sports, not politics. I love our country and our company and will continue to focus my efforts on inspiring every person that they can do anything through the power of sport which promotes unity, diversity and inclusion." Kevin Plank, CEO, 14/8/17
  17. 17. Aligned with its values… Nike stands together against bigotry and any form of discrimination. Mike Palmer, CEO, Nike
  18. 18. nothing like good branding…
  19. 19. when yoga is good business…
  20. 20. and brands and politics are cosy
  21. 21. Socially conscious brands may wish or need to express “political” conscience More natural evolution for brands with clear values? strong leaders? homogenous users? Culturally influenced A further evolution for brands?
  22. 22. tusen takk