intro to civil branding
DESCRIPTION
An intorduction to Civil Branding. An effort to harness the power of mass communications for social influence and brand difference.TRANSCRIPT
Just what is Civil Branding?
Civil branding is about harnessing the power of branded communications for social influence and brand difference.
Think about Dove’s ‘Campaign for Real Beauty’
Think about Citibank’s ‘Live Richly’ long running campaign
Think about Honda’s ‘Power of Dreams’ positioning
Think about other brands you know and their messages
Socially influential brands promote progressive ideas that have the potential to create dialogue and advance society’s current agenda.
Valuing different perspectives
Celebrating creativity as a force for human development
Encouraging egalitarianism and liberty
Raising women’s self esteem
Active pursuit of happiness, Carpe Diem
Why should you care as a marketer?
We feel this is the next avenue to drive customer preference and that consumers are ready for it now.
Why now? Scarcity of attention increases consumer demand for depth in brand meaning – especially non-functional relevancy.
Brands have more of a social role to play as evidenced by efforts like CSR and the increasing devotion to hero brands.
<25 26 to 35 36 to 45 46 to 55 >550%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Required to tailor mes-sages accoding to effect on societyShould consider how messages influence pub-lic attitudesFree to promote any kind of message
How much freedom should companies have in promoting messages to society?
Source: Civil Branding UK survey
15% 20% 25% 30% 35% 40% 45% 50% 55% 60%0%
2%
4%
6%
8%
10%
12%
Audi
BMW
Ford
Honda
Land Rover
Mercedes-BenzMini
Porsche
Renault
Skoda
Toyota
VW
Volvo
f(x) = 0.262344071102184 x − 0.0367181833635954R² = 0.896609584834363
% REJECTION
% M
OST N
EG
ATIV
E IM
PA
CT O
N S
OC
IETY
People who think civil branding qualities are important are much more likely to reject uncivil brands (automotive e.g.)
Source: Civil Branding UK survey
Which brands are performing?
Civil Branding Heroes
Civil Branding Advocates
Our goal is to learn from the best performing brands in order to help other companies create more civil brands.