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Anti-corporate Activism
Corporate globalization <ul><li>Many corporations now focus more on brand than on product </li></ul><ul><ul><li>“ Products...
Branding <ul><li>The physical product is less important than what consumers  believe  about it </li></ul><ul><li>The brand...
Companies understand this <ul><li>“ There is no value in making things any more. The value is added by careful research, b...
Shift in thinking, shift in resources <ul><li>If the brand is more important than the product, as a manager you should foc...
Nike <ul><li>Nike divested itself of factories and production workers </li></ul><ul><li>It “sources” its work to contract ...
Which means… <ul><li>Manufacturing is devalued </li></ul><ul><li>Spending less money on factories and workers </li></ul>Pa...
Nike <ul><li>Other companies, like Adidas, followed the market leader </li></ul><ul><ul><li>“ We closed down everything. W...
Nike sweatshop protests <ul><li>Protesting layoffs in Indonesia </li></ul><ul><li>U.S. protest </li></ul>
Protest in the age of branding <ul><li>If the brand is what matters, attack the brand </li></ul><ul><ul><li>Adbusting or s...
Ads can be spoofed <ul><li>Example: General Motors </li></ul><ul><li>http://current.com/items/90184685_general-motors-comm...
Ads can be busted Undermines not just the brand but the whole premise of fashion Calvin klein adbusts
Adbusting Kool cigarettes adbust
Ad(PR)busting <ul><li>http://www.youtube.com/watch?v=Ei6JvK0W60I </li></ul><ul><li>http://www.youtube.com/watch?v=SwDEF-w4...
What does this mean for PR? <ul><li>Defending the brand </li></ul><ul><li>Understanding the issues </li></ul><ul><li>Remin...
What does this mean to you? <ul><li>Everything you and your organization put out there is subject to review, comment, crit...
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Anticorporate Activism

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slides from a public relations lecture on anti-corporate activism; pictures deleted for copyright reasons but text added to explain what pictures showed

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Anticorporate Activism

  1. 1. Anti-corporate Activism
  2. 2. Corporate globalization <ul><li>Many corporations now focus more on brand than on product </li></ul><ul><ul><li>“ Products are made in the factory, but brands are created in the mind” </li></ul></ul><ul><ul><ul><ul><li>Walter Landor, Landor Associates </li></ul></ul></ul></ul><ul><li>(Nike shoe pic) </li></ul>Nike factory in Vietnam, 2000
  3. 3. Branding <ul><li>The physical product is less important than what consumers believe about it </li></ul><ul><li>The brand (more specifically, the image of or attitude customers have toward the brand) is what advertisers are actually selling </li></ul>
  4. 4. Companies understand this <ul><li>“ There is no value in making things any more. The value is added by careful research, by innovation and by marketing.” </li></ul><ul><ul><ul><li>Phil Knight </li></ul></ul></ul><ul><li>Nike brand pic </li></ul>
  5. 5. Shift in thinking, shift in resources <ul><li>If the brand is more important than the product, as a manager you should focus resources accordingly </li></ul><ul><ul><li>Sponsorships, packaging, advertising </li></ul></ul><ul><ul><li>Distribution and retail channels </li></ul></ul><ul><li>Protest pics </li></ul>
  6. 6. Nike <ul><li>Nike divested itself of factories and production workers </li></ul><ul><li>It “sources” its work to contract factories in poor countries where labor is cheap </li></ul><ul><li>The manufacturer is therefore not responsible for the workforce </li></ul>
  7. 7. Which means… <ul><li>Manufacturing is devalued </li></ul><ul><li>Spending less money on factories and workers </li></ul>Pakistani child stitches a Nike soccer ball, 1998
  8. 8. Nike <ul><li>Other companies, like Adidas, followed the market leader </li></ul><ul><ul><li>“ We closed down everything. We only kept one small factory which is our global technology centre and makes about 1 percent of total output.” </li></ul></ul><ul><ul><ul><ul><li>Peter Csanadi, Adidas spokesperson </li></ul></ul></ul></ul><ul><li>Adidas logo </li></ul>
  9. 9. Nike sweatshop protests <ul><li>Protesting layoffs in Indonesia </li></ul><ul><li>U.S. protest </li></ul>
  10. 10. Protest in the age of branding <ul><li>If the brand is what matters, attack the brand </li></ul><ul><ul><li>Adbusting or subvertising </li></ul></ul><ul><ul><li>Attaching alternative meanings to brand symbols </li></ul></ul><ul><li>Nike adbusts </li></ul>
  11. 11. Ads can be spoofed <ul><li>Example: General Motors </li></ul><ul><li>http://current.com/items/90184685_general-motors-commercial-spoof.htm </li></ul>
  12. 12. Ads can be busted Undermines not just the brand but the whole premise of fashion Calvin klein adbusts
  13. 13. Adbusting Kool cigarettes adbust
  14. 14. Ad(PR)busting <ul><li>http://www.youtube.com/watch?v=Ei6JvK0W60I </li></ul><ul><li>http://www.youtube.com/watch?v=SwDEF-w4rJk </li></ul><ul><li>http://www.greenpeace.org/international/campaigns/forests/asia-pacific/dove-palmoil-action/dove-onslaught-er-hd </li></ul>
  15. 15. What does this mean for PR? <ul><li>Defending the brand </li></ul><ul><li>Understanding the issues </li></ul><ul><li>Reminding management team of consequences of their decisions </li></ul>
  16. 16. What does this mean to you? <ul><li>Everything you and your organization put out there is subject to review, comment, criticism, parody. </li></ul><ul><li>Corporations exist in a context which includes protest, anger, and even hatred </li></ul>

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