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CULTUR

AL

TENSION

STRATEGY

CulturalSelling

Proposition(CS

P)

Brandplanning2

.0Culture&Mov

ement

ByNigelRa

himpour


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GIANT CREDITS TO:

Douglas Holt & Douglas Cameron

for their inspiring work!


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Conventional marketing ignores the wider context of culture,although it is becoming increasingly important for success. This document focuses on a systematic way to embed culture in

the strategic process and its financial value. It looks at cultural tension strategyand grassroots marketing

as tools of implementation in a new media world shaped by

consumer activism.Its about brands tapping into culture and succeeding.

PREFACE


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"We need to

reinvent the way

we market to

consumers. We

need a new

model.

A.G. Lafley, Big Kahuna

at P&G


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Marketing theory

is still largely based

on the days when

P&G brandsdominated America.

If they are

making more

noise, it is out of

desperation.

The Economist


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Connect the brand with the consumer

THE CURRENT MODEL

The product- Delivers a functional benefit

- Delivers an emotional benefit

Henceforth, meets the consumer need


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Whats wrong

with that?


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ITS BASED ON FUNCTIONAL BENEFITSREASON #1

Tough on stains


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Bears no long term sustainability1. Product differentiators get quickly copied2. People are less interested in functionalities

than companies assume

3. Often a justification for an instinctually-driven decision

THE FUNCTIONAL BENEFIT PITFALL


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ITS BASED ON EMOTIONAL BENEFITSREASON #2

i.e. ATTRACTION


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Manybrandstalka

boutthesameemotion

evenouts

idethecategory

(i.e.Attractionu

sedbycars,motor

bikes,clothing,etc

)

CourtesyofJkakuzin

THE EMOTIONAL BENEFIT PITFALL


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What does all of this mean?


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THE OLD MODEL HAS TURNED

BRANDS INTO COMMODITIES

Invitesprivatelab

elbrandstoparticipate


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Thewarofthebe

nefitsmakespeoplebelieve

thatmostbrandsa

rethesame

THE EMOTIONAL BENEFIT PITFALLCONSUMER APATHY IS THE RESULT


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When you act like a commodity,youll get treated like one!

Kevin Roberts, Big Kahuna at Saatchi & Saatchi

THE EMOTIONAL BENEFIT PITFALL


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WHY IS THERE A

SEA OF

SAMENESS?


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BECAUSE THE OLD MODEL IS SOLELY

ROOTED IN PSYCHOLOGY


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THE OLD MODEL DISREGARDS THE

WIDER CONTEXTDoes not look at people & brands through a societal lens

Out-dated

Butstillinuse


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IGNORES CULTURE, POLITICS &

ECONOMICS


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BECAUSE MARKETING LIKES TO SIMPLIFYIt gets dirty when you consider history,

politics, culture and economics


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IF YOU

LIMIT YOUR

VISION YOU

CONFINE

YOURACTIONS!


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THE OLD MODEL CONFINES BRANDS

TO A VACUUM CALLED CATEGORY

Limitsbrands

tothelan

doffast

er,

bigger,s

maller,cheape

r


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SUCH BRANDS ARE

UNABLE TO TELL ABIGGER STORY


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If you have any!

SO THE BIG QUESTION IS

SO THE BIG

IS

SO THE BIG

ARE


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HOW DO WE

ENSURE THAT

IT NO LONGERDEPENDS ON

CREATIVES TO CREATE A

CULTURALLY

RELEVANTSTORY? Whatthe

fuck?

OldModelP

ositioningE

xample:

Thearom

athatputs

agrinonyo

urface

HOW DO WE LAY THE STRATEGIC


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HOW DO WE LAY THE STRATEGICFOUNDATION FOR BRANDS TOTELL ABIGGER STORY?

Ideally become


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PART OF POP-CULTURES CONVERSATION


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AND TO CREATE INNOVATIONS

BEYOND THE CATEGORY?


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PLANNING 2.0


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Planning 2.0

Connect the brand with the CULTURE

Brand Culture


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Planning 2.0

Acknowledges the tenets of the old model- The products functional benefit is- The products emotional benefit is

But it places a cultural selling proposition

(CSP) at the heart of business


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CULTURAL SELLING PROPOSITION Above functional and emotional benefits

USP

CSP

ESP

Cultural selling proposition

Emotional selling proposition

Unique (functional) sellingproposition


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WHATS A CSP?

CSP (Cultural Selling Proposition) is an

ideology that gives a brand a role insociety, not just the category

(i.e. Apples Facilitating Creativity)


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WHY CARE?Cultural ideology creates

financial value


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FINANCIAL REASON #1: DifferentiationWhere competition is limited to the product-level, cultural ideologyprovides differentiation lifting the brand above the category


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CASE IN POINT: MethodMethod places a cultural added value on top of functionality.The brand operates in culture, not the category.

FINANCIAL REASON #2


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FINANCIAL REASON #2: Culture enhances quality perceptionWhen people buy into a brands culture, they like to think itsproducts are superior, when in fact they are not

FINANCIAL REASON #3


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FINANCIAL REASON #3: Culture can charge a premium

FINANCIAL REASON #4


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FINANCIAL REASON #4: Culture creates loyalty beyond reason

Culturalbrands

areanchorsofouride

ntity.

Infinanciallytoug

htimes,theyarethelast

placewherewec

utcosts

FINANCIAL REASON #5:


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FINANCIAL REASON #5: Culture is the more efficient media strategy

Culturalbrandsdontchase

people,

theyattractthem

Wholefo

odsvs.JewelOs

coApplevs

.Sanyo

Virginvs.BA

FINANCIAL REASON #6


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FINANCIAL REASON #6: Culture creates new market space

Conventional market definition:Computers

Cultural market definition:Tools for creative minds

Traditional market Expanded market

ESSENTIALLY WE ARE TALKING ABOUT


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Traditional market

definition:Based on products

Expanded market

definition:Based on culture

ESSENTIALLY WE ARE TALKING ABOUT

Operate in the categoryOperate in culture


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EVERY BRAND CAN TELL A BIGGER STORYTwitter is more than a social micro-blogging serviceThe Economist is more than informationThe iPhone is more than a phoneDove is more than soap

Thesebrandssta

ndforfacetsofou

rculture:

modernity,wisd

om,creativity,natur

albeauty


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GREAT!

So how do we put all of

that into practice?GREAT!

So how do we make it work?


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CULTURAL TENSIONSTRATEGY


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STEP 1

Identify the cultural opportunity



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Traditional market


Expanded market

definition:Based on cultureKEY QUESTIONS:

WHAT IDEA OR MOVEMENT IS RISING IN

CULTURE THAT CHALLENGES THE

CURRENT SYSTEM?

CAN I CONNECT IT WITH MYBRAND?


CULTURAL TENSION STRATEGY IS ABOUT


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Traditional market


Expanded market


CULTURAL TENSION STRATEGY IS ABOUT

IDEAS OR MOVEMENTS THAT CHALLENGE

THE SYSTEM

Dominant CodeEmerging Code


WE WANT IDEAS/MOVEMENTS WITH


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Traditional market


p


WE WANT IDEAS/MOVEMENTS WITH

CRITICAL MASS

Indie-EntrepreneurialismConspicuous Cultivation

Experiential travel

Tribal Football Peer-to-Peer

Open-source

Fair-Trade Mixology

You can use subcultural and dominant societal codes

especially if the latter is ignored by the category


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UNDERSTAND THE CULTURAL NORMOil is cheap.

Credit is cheap.The bigger the better.

The car as a living room.The code for the hummer is domination.

America is in love with big cars.


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EMERGING CODE: Conspicuous

CultivationUNDERSTAND THE EMERGING CODE

Democratization of Style

Lookforastructural

changeinculture,notj

ustafad


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EMERGING CODE: Conspicuous

CultivationUNDERSTAND WHATS INSIDE YOUR BRAND

Stylish British Auto Irreverence


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LinkWhats Inside

Culture & BrandTo Define Your

Cultural IdeologyBrandCulture ConsumerCulture

MERGE

Motoring Fashionista Fun

THIS GIVES YOUR BRAND A ROLE IN


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THIS GIVES YOUR BRAND A ROLE IN

SOCIETY

LAYINGTHESEEDSTO

BECOMEPART

OFPOPCULT

URESCONVERSATI

ON

LIFTING YOUR BRAND ABOVE THE FRAY


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LIFTING YOUR BRAND ABOVE THE FRAY

Viaalargerandmorerelevantplatformthan

solelyrelyingontraditionalUSPSandESPS


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BUT HOW DO YOU BRING

A CULTURAL IDEOLOGYTO LIFE?


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STEP 2

Activate your consumer baseDont just televise

START A MOVEMENT


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Use grassroots actions and communications to

create authenticity and value, so that people willrally around your brand, not just purchase it

START A MOVEMENT


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WHY IS THIS

IMPORTANT?

CULTURE IS SHIFTING


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CU U S S G1990sDigital

Revolution

Anything goesAs long as you dont

go to jail

2000sConsumer

Activism Era

Belief-DrivenBrands need to align

with my values

MEDIA IS FUNDAMENTALLY CHANGING


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MEDIA IS FUNDAMENTALLY CHANGINGInterruption Age

Few channelsCaptive audienceMedia monologuePassive consumption

Participation Age

Tons of choicesElusive audienceMedia dialogueUser-generated content

MOVEMENTS ARE SURFACING


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MOVEMENTS ARE SURFACING

Iran

BRANDS ARE TAKING ADVANTAGE


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BRANDS ARE TAKING ADVANTAGE

MANY WAYS TO GO ABOUT


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MANY WAYS TO GO ABOUT

A MOVEMENT Spark.Lead.

Support.Piggyback.

USE GRASSROOTS TOOLS IN A


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USE GRASSROOTS TOOLS IN A

2.0 WORLD TO SET IT OFF More authentic.More credible.

More efficient.

Remember:Thepeople

arethemedia

PEPSI REFRESH


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PEPSI REFRESH

Anybrand,even

onethatstoodf

ortheoldmodel,can

successfullyalig

nwithamovem

entandleadcul

ture

Pepsi has added a CSP on top of USP/ESP and usedgrassroots tools to successfully engage people

FIESTA MOVEMENT


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FIESTA MOVEMENT

Fiesta Movement: In 2010, Ford began a grassroots campaignin the U.S. 100influencers were handed a Fiesta and asked to document/share

their experience via social media. The campaign spread like wildfire: - 6.5 million YouTube views- 50,000 info requests - 60% pre-launch awareness- 10,000 units sold in the first 6 daysFor a fraction of the costs of a traditional campaign.

Ford finally works with culture, instead of against it

NIKE


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NIKE

Nikesrunnert

ribeincludeso

veramillionpeople

RED BULL


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RED BULLThe classic case: Innovated out of culture. Creates/sponsorsculture. Uses grassroots to stay culturally-relevant

World

DominationRed Bull hascome a long

way: From Thai

truckers to theone & only

energy drink in a

category it

created


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THE CULTURAL TENSION

STRATEGY APPROACH

COMBINE


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Cultural

IdeologyGrassroots

MarketingAuthentic

MovementPurpose thatpeople share Participatory toolsto attract people Idea/Brand thatlives in culture

Toolsforsucce

ssinthisnewera

SEVEN STEPS


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1. Understandthenormsinyourcategory2. Iden;fyaculturaltensionamovement/ideathatchallengesthesystem

andiscredibletolinkwithyourbrand

3. Defineyourculturalideologyaroleforyourbrandinsociety4. Makehighlytargetedeffortstoseedyourideologywithinfluencers5. U;lizegrassrootstools,ac;onsandcommunica;onstoaKractpeople,

create/host/connectwithcommunityandspreadtheword

6. Usemasscommunica;onstomagnifyyourideologytothemasses

7. Usedirectcommunica;ons,toolsandac;onstodrivepurchase

AFTER THOUGHT


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Breakthrough insights often come out of culture, which iswhy we cant limit our search to the category. The old tools are still valid. But they are not the only.Creating cultural relevance and activation cant be the default-product of creative people.We need a systematic, strategic way. Thats what this document intended to show.

AFTER THOUGHT


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SPECIAL THANKS TO:Douglas HoltDouglas CameronIlana Bryant

Adam MorganPele Cortizo-BurgessColin DrummondAlex Bragg

Nigel [email protected] & New York

Date post:	07-Apr-2018
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