Date post: | 06-May-2015 |
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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