the role of marketing in conflict transformation -- mark linder, dana eyre
DESCRIPTION
We are in an age of protest. What do marketers do when entities or individuals seek to disrupt or destroy brand relationships? These are key principles for conflict transformation at an entity level. Dana Eyre, chief strategist, Bell Pottinger Public Advocacy Mark Linder, head of sector reputation, Bell Pottinger Sans FrontièresTRANSCRIPT
Competition and Conflict:Marketing and Conflict
TransformationDana P. Eyre, Ph.D.
Chief strategist, Conflict Transformation PracticeBell Pottinger Public Advocacy
[email protected]+1 760 427 0405
Mark LinderHead of content, Conflict Transformation Practice
Bell Pottinger Sans Frontières
[email protected]+44 774 700 7927
Competition / Conflict
Why Worry?
Some Companies Can’t Catch A Break
It’s not just “causes”….
• Major sports equipment manufacturer – Mass market focus– Leading edge equipment to extreme sports enthusiasts
as core part of marketing strategy• Equipment career ending injury
– Not “design defect” but inherent risk• Becomes a cause rallies a crowd, begins a
movement• Threatens marketing strategy, and market leading
position for the manufacturer
How Conflict Works
What Happens In Conflict
The core of conflict…
is a narrative.
Demands
Desires (and Disgusts)
Analysis and ideas for conflict are not the same as for marketing
Understanding Social Systems
• Complex• Emergent• Narrative• Theory of Mind
• No single summary answer to how it works….– Multiple psycho-social dynamics– Complex, emergent relationship between
psychological and sociological
No Quarter, No Bystanders
Responding to Conflict:What Doesn’t Work(changing the logo)
“Campaign marketing” doesn’t work
“4-P’s” don’t work
Nor does
How Do We Deal With Conflict?
Key Principles
• Don’t make it worse• Don’t Twitter your talking points• Conflict dynamics, as a system• Deep understanding• X marks the spot• Do Learn Do
Don’t Make It Worse
• Give peace a chance?• Is there space for
engagement?
Engagement Requires Change
It’s not enough to Twitter your talking points
Think System Dynamics
ModerateMiddle
Hard Core& Supporters
PossibleParticipants
PossibleParticipants
Political Leadership Network
Political Leadership Network
Hard Core& Supporters
Degree of Polarization
Go Deep• Westen• Lakoff• LeDoux• Schwartz• Stout• Prinz• Ross• Bandura• Lacan• Freud
X Marks the Spot
Planning
Sensing
Acting
“Situation”
Do Learn Do
DiagnosisConceptualizationRepresentation
DesignModeling Experimenting
Conflict Can Be Transformed
• Conflict isn’t competition– It has its own dynamics
• Conflict can be transformed– Don’t make it worse– Don’t Twitter your talking points– Conflict dynamics, as a system– Deep understanding– X marks the spot– Do Learn Do
Conflict, Coalitions, Communications
Competition and Conflict:Marketing and Conflict
TransformationDana P. Eyre, Ph.D.
Chief strategist, Conflict Transformation PracticeBell Pottinger Public Advocacy
[email protected]+1 760 427 0405
Mark LinderHead of content, Conflict Transformation Practice
Bell Pottinger Sans Frontières
[email protected]+44 774 700 7927