Download - The role of Marketing in Conflict Transformation -- Mark Linder, Dana Eyre

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


mailto:[email protected]


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


Mark LinderHead of content, Conflict Transformation Practice

Bell Pottinger Sans Frontières


