Corporate Plan To Capitalize On “Crowdsourced Cultural Phenomenon” <<< learn this term

The Radical Future Of Branding

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BRANDS WILL RADICALIZE

Conventional wisdom has it that brands shouldn’t talk politics. Why risk alienating potential customers? That was before Donald Trump.

“With the rise of political authoritarianism, brands will face fundamental choices.” Now that a sneering, orange man-child is sinking his tiny fingers into every aspect of American life, experts believe activism will become nearly as ubiquitous in the brand world as it is on college campuses. “As a reflection of the changing political tides, many brands will evolve from ‘mission-driven’ to ‘activist,’ encouraging consumers to go beyond simply subscribing to a set of core values and driving them to participate in actions to defend them,” says Geoff Cook, partner at the branding agency Base Design. “In choosing sides, brands will alienate certain consumers, yes, but will galvanize an impassioned constituency in the process.”

BRANDS SOCIAL MOVEMENTS WILL DEVELOP LIKE MEMES

“There will be major brands social movements that develop like memes. They will not be created by businesses or organizations but rather crowdsourced cultural phenomena with no formal leadership or management (similar to political movements like the Tea Party and Occupy Wall Street).

Businesses will work to serve these brands social movements (and their communities) by creating products, services, or experiences that reflect the brand’s social movement’s values and unique cultural, stylistic attributes. Some businesses will succeed at this while others will fail as judged by their social and market performance. Interestingly, businesses will increasingly become suppliers to brands social movements rather than suppliers of brands social movements.”–Thomas Ordahl, chief strategy officer, Landor
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Last Edited by duFontaine. on 06/14/2020 01:02 AM