1. Occupy Wall Street and
It's Message
(or Lack Thereof)
Created by Austin Langley
Based on Huffington Post Article "Occupy Wall Street's Marketing
Problem: How Can Experts Help Solve An Identity Crisis" by Janean Chun

2. Occupy Wall Street As a Brand
This presentation is based on the Huffington Post Article
"Occupy Wall Street's Marketing Problem: How Can Experts
Help Solve An Identity Crisis" by Janean Chun.
The article approaches Occupy Wall Street as a brand
attempting to communicate it's message for what it
represents.

3. The Original Message
"We demand that Barack Obama ordain a
Presidential Commission tasked with ending
the influence money has over our
representatives in Washington." - AdBusters

4. The New Message
http://www.youtube.com/watch?
feature=player_detailpage&v=UCTajhzSytI#t=95s

5. Forces of Influence
Marketing Sources:
AdBusters
OccupyWallSt.org Normative Influences:
NonMarketing Sources: (Non)Conformity
Media
Word of Mouth (Non)Compliance
GateKeeper: Reactance
Media

6. Marketing Needs
1. Focus the Brand
What is the goal?
2. Find a Leader
Who is the pitchman?
3. Be Positive
Negativity gets people nowhere.
4. Get Organized
Establish a platform.

7. Focus the Brand
Brand:
#OccupyWallStreet
Message:
We Are The 99%
Goal:
Uncertain
"They're not articulate about what the
movement is for, so people can decide
what they're aligned with." - Steve McKee

8. Find a Leader
Occupy Wall Street has energy, but no
voice.
"Occupy Wall Street is leaderless resistance
movement with people of many colors, genders and
political persuasions." - OccupyWallSt.org
Supporters:
● Barack Obama
● New York City General Assembly
● Nancy Pelosi
● Ben Bernanke
Sources:
http://biggovernment.com/publius/2011/10/31/the-99-the-official-list-of-occupywallstreets-supporters-sponsors-and-
sympathizers/
http://www.newyorker.com/online/blogs/johncassidy/2011/10/top-ten-unlikely-occupy-wall-street-supporters.html

9. Be Positive
"Marketing is more about what you're
for than what you're against."
-Steve McKee

10. Get Organized
Strategy
Message
Communication
Persuasion
http://maps.google.com/maps/ms?ie=UTF8&oe=UTF8&msa=0&msid=213853636424650111561.0004af7eeab062c4ee7a1

11. Conclusion
Raising awareness for a mixed message accomplishes nothing
concrete.
Occupiers must focus their message, organize, and set up a
campaign with a realistic goal to communicate their message.
Create a plan of action, don't just call for action.