Cultural Icebergs: Understanding How Brands Can Navigate Shifting Cultural Frames
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Some context for the controversy surrounding Pepsi's endorsement deal with Beyonce, and notes on the shifting cultural frame. Also, some initial thoughts on how brands have to proceed in the future to avoid these blind side hits.
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Cultural Icebergs: Understanding How Brands Can Navigate Shifting Cultural Frames
- 1. Cultural Icebergs: Pepsi, Beyonce and the Shifting Cultural Frame January 28, 2013 Rob Fields robfields.com @robfields
- 2. The seas of popular culture are full of icebergs that can be deadly for brands.
- 3. First, what is Culture?
- 4. Values Attitudes Arts Conventions what is Culture? Behavior Beliefs Social practices Human knowledge Technology
- 5. Culture is context. Through it, we make sense of the times we live in.
- 6. Culture is why. . . + . . . sparked a backlash
- 7. Food & health advocates were NOT happy
- 8. The pushback spread. . .
- 9. but it didn’t come out of nowhere
- 10. 40+ years of growing awareness
- 11. Meanwhile. . . 36% of adults & 17% of kids* obese in the U.S. are *CDC/NCHS report, January 2012 http://www.cdc.gov/nchs/data/databriefs/db82.pdf
- 12. If obesity rates continue on their current track, by 2030 the loss of economic productivity could be as high as $580B annually* * 2012 Robert Wood Johnson Foundation, F Is For Fat: How Obesity Threatens America’s Future http://bldlv.us/V0NGuL
- 13. Michelle Obama’s initiative to combat childhood obesity Beyonce is a high-profile supporter
- 14. Bey did an official video for the effort, “Move Your Body” Michelle even learned the steps
- 15. So this is the story of two brands who did a $50 million deal without fully grasping. . .
- 16. . . . how much the cultural frame has shifted.
- 17. What’s next?
- 18. Brands and consumers Human Knowledge Attitudes Values exist within Arts Beliefs Behavior Social Practices Technology the context of culture
- 19. As well, like light going through any media. . . Communication angle of incidence Culture Conventions Behavior Human Knowledge Attitudes Values Social Practices Beliefs Communication angle Messages aimed here. . . . of refraction . . .often end up here. The . . .culture changes how reason? Refraction via messaging is received the medium of culture! & understood.
- 20. Consumers are not separate from culture Human Knowledge Attitudes Values Arts Beliefs Social Practices Behavior Technology
- 21. Neither are celebrities. Human Knowledge Attitudes Values Arts Beliefs Social Practices Behavior Technology
- 22. What’s needed is a new approach that better integrates culture, brands & consumer insights
- 23. Until then, brands attempting to navigate culture should get used to hitting icebergs.
- 24. About the author Rob Fields is a cultural curator and an award-winning marketer, who focuses on the intersection of culture, business and marketing. Find out more about him at: • robfields.com • Follow him on Twitter: @robfields