tag:theconversation.com,2011:/global/topics/branding-315/articlesBranding – The Conversation2024-03-19T00:41:15Ztag:theconversation.com,2011:article/2260102024-03-19T00:41:15Z2024-03-19T00:41:15ZDevil in the details: breaking down the branding of the AFL’s newest team<p>After months of debate and intrigue, the AFL’s 19th and newest team, the Tasmania Devils, finally launched its <a href="https://www.afl.com.au/news/1086666/watch-live-tasmanias-afl-team-revealed">jumper, logo and colours in Devonport</a> this week. </p>
<p>The Devils will wear green, yellow and red, and their guernsey will feature a map of Tasmania with a central red “T”. The club’s logo features a profile of a Tasmanian devil, which chair Grant O’Brien said represented the state’s “proud, tough, determined” characters.</p>
<p>Were there any surprises in the branding? None. Perfectly on brand and what has largely been seen already from Tasmania’s junior state teams. </p>
<p>The difference though was this was the official AFL launch. No turning back. And it had cleared some fairly big hurdles such as <a href="https://www.abc.net.au/news/2023-05-07/why-the-afl-is-fighting-for-tassie-to-be-the-devils/102310490">reaching an agreement with global entertainment giant Warner Bros</a> over the use of the name, colours and logo. </p>
<p>But why was this day so important?</p>
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Read more:
<a href="https://theconversation.com/the-case-for-a-tasmanian-afl-team-from-an-economists-point-of-view-163166">The case for a Tasmanian AFL team, from an economist's point of view</a>
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<h2>Building the (sports) brand</h2>
<p>Sport has always been the original crowd funding model. Without fans, there is no team, really. So it was great to see the Devils have been saintly with their marketing to their base – <a href="https://membership.tasmaniafc.com/">namely the $10 foundation membership</a>. </p>
<p>Within two hours of the launch, the Devils had sold more than 40,000 foundation memberships at $10 a pop. For comparison, the AFL’s most recent expansion clubs, Gold Coast and Greater Western Sydney, totalled 23,359 and 33,036 members respectively at the end of 2023.</p>
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<p>Selling cheap foundation memberships several years ahead of the team’s first game was smart, as it gets some nice hard cash rolling in until match-day revenue and sponsorships arrive. </p>
<p>Next, they gain access to a large database, so critical in breaking down members into different segments, and then tailoring an offering to each. </p>
<p>And of course there is the engagement aspect, which for the Devils is particularly important as both the stadium and team are several years away from AFL action - the club is set to enter the national competition in 2028.</p>
<p>They need to keep these foundation members, these key supporters, <a href="https://www.inderscienceonline.com/doi/abs/10.1504/IJSMM.2009.026756">engaged to keep word of mouth high</a>. And these members aren’t just in Tasmania – they are going to be found everywhere. The team will only play half its games at home, so it is <a href="https://www.tandfonline.com/doi/pdf/10.1080/02640410400021567">going to need supporters at games played outside the state</a>. The AFL needs this as well. </p>
<p>It helps that these supporters can call themselves foundation members forever. Powerful word of mouth and nice branding. And 50,000+ in a few short hours says the market agrees. </p>
<p>The Devils though must focus on <a href="https://www.tandfonline.com/doi/pdf/10.1080/16184742.2014.944199">retaining those initial members</a> during what will be a long journey before they play their first game at Macquarie Point. </p>
<h2>Why is branding so crucial for sports teams?</h2>
<p>Lionel Messi and Cristiano Ronaldo are the benchmarks in world sport for why details matter in sports marketing. Think “CR7” and you think of only one person. And what kid would say no to a Messi number 10 jersey? </p>
<p>Both bring in <a href="https://www.sportskeeda.com/football/news-lionel-messi-vs-cristiano-ronaldo-jersey-sales-which-superstar-s-jersey-sold-more">tens of millions per year for their franchise in merchandise and ticket sales</a>. </p>
<p>The biggest sporting brands on earth, such as Barcelona FC, <a href="https://www.fcbarcelona.com/en/news/1601557/barcas-digital-strategy-creates-new-relationship-with-fans-in-order-to-adapt-to-changing-consumer-habits">manage every single detail of their brand image</a> down to the actual colour shade on all brand offerings. </p>
<p>It’s the same for the Devils, not least because of Warner Bros, but also to avoid the <a href="https://footyology.com.au/black-and-white-debate-has-a-colourful-history/">Port Adelaide v Collingwood jersey issue</a>. </p>
<p>The Devils offering had to be unique to every other brand in the AFL, but also use colours in the logo and character which would deepen resonance between team, supporters, and community. </p>
<p>The <strong>colours</strong> of myrtle green, primrose yellow, and rose red do exactly that. That mix and variations are all theirs. They are representative of the colours of Tasmania, and have been used extensively by many other sporting teams from the state. Consistency is so important in sports marketing and this was great to see. </p>
<p>These colours will help drive deeper emotional responses to the brand, and keep supporters engaged at the highest level, thereby helping to attract sponsors. </p>
<p>As for the <strong>brand logo,</strong> there was no other choice than the Tasmanian devil, and it’s a great one. Nearly every other AFL team builds much of their branding around their character and this is something the Devils need to do sooner and not later. </p>
<p>The initial public reaction was almost overwhelmingly positive, and allows the Devils to build that core base of supporters who will fill 23,000 seats every home game. </p>
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Read more:
<a href="https://theconversation.com/job-creation-isnt-always-a-good-thing-hobarts-new-stadium-can-only-make-tasmanias-housing-crisis-worse-204806">Job creation isn't always a good thing. Hobart's new stadium can only make Tasmania's housing crisis worse</a>
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<h2>Challenges and next steps for ‘brand Tasmania’</h2>
<p>There will be challenges the brand can’t control, such as the <a href="https://www.theguardian.com/sport/2023/apr/26/afl-does-not-regret-past-concussion-management-but-says-understanding-of-brain-injury-has-changed-inquiry-hears">rising concern over concussion</a> and the growth of competitors such as basketball, e-sports and soccer. These may impact the brand but overall will be handled by the AFL itself. </p>
<p>Locally, the brand has to focus on providing as many touch-point experiences as possible, such as meet and greets or merchandise days. Tangibility adds value to sports brands in ways most other brands envy. </p>
<p>And this will help keep the brand community active and vocal, which will help deflect any <a href="https://theconversation.com/how-the-tasmanian-afl-team-turned-into-a-political-football-205846">political challenges to the covered stadium</a>, but also attract other supporters, sponsors and community to the team the closer the start date gets. </p>
<p>With the Devil out of the bag, the challenge for the club will now be to ensure it doesn’t veer too much out of its territory and lose sight of just how hard and long it is going to take before its real prey: that one day in September at the MCG.</p><img src="https://counter.theconversation.com/content/226010/count.gif" alt="The Conversation" width="1" height="1" />
<p class="fine-print"><em><span>Andrew Hughes does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.</span></em></p>The AFL’s newest team, the Tasmania Devils, launched on Monday night, drawing on its rich football history in a blaze of myrtle green, primrose yellow and rose red.Andrew Hughes, Lecturer, Research School of Management, Australian National UniversityLicensed as Creative Commons – attribution, no derivatives.tag:theconversation.com,2011:article/2243022024-03-05T16:10:04Z2024-03-05T16:10:04ZKylian Mbappé has trademarked his iconic goal celebration – why a pose can form part of a player’s protected brand<figure><img src="https://images.theconversation.com/files/578872/original/file-20240229-30-v6whau.jpg?ixlib=rb-1.1.0&rect=0%2C0%2C5978%2C3982&q=45&auto=format&w=496&fit=clip" /><figcaption><span class="caption">Kylian Mbappé celebrating a goal with his trademark celebration. </span> <span class="attribution"><a class="source" href="https://www.shutterstock.com/image-photo/kylian-mbappe-celebrates-goal-after-scoring-2313795107">Victor Velter/Shutterstock</a></span></figcaption></figure><p>French football superstar Kylian Mbappé celebrates most of his goals by crossing his arms and tucking his hands underneath his armpits. It has become one of the most iconic goal celebrations in the world. </p>
<p>Mbappé, who is due to <a href="https://www.bbc.co.uk/sport/football/68346321">move</a> to Spanish giants Real Madrid at the end of this season, has already taken steps to <a href="https://en.as.com/soccer/kylian-mbappe-takes-steps-to-protect-name-and-brand-n/">register</a> a logo depicting his celebration as a trademark in several countries, as well as in the <a href="https://euipo.europa.eu/eSearch/#basic/1+1+1+1/100+100+100+100/017157355">European Union</a>. He has done the same for his <a href="https://www.tmdn.org/tmview/#/tmview/results?page=1&pageSize=30&criteria=C&basicSearch=Mbapp%C3%A9%20">surname</a>, <a href="https://branddb.wipo.int/en/quicksearch/brand/EM500000017157348?sort=score%20desc&start=0&rows=30&asStructure=%7B%22_id%22:%22af5d%22,%22boolean%22:%22AND%22,%22bricks%22:%5B%7B%22_id%22:%22af5e%22,%22key%22:%22applicant%22,%22value%22:%22Mbappe%22,%22strategy%22:%22Simple%22%7D%5D%7D&_=1708963392591&searchBy=applicant&fg=_void_&i=7">initials</a> and most famous <a href="https://branddb.wipo.int/en/quicksearch/brand/EM500000018326248?sort=score%20desc&start=0&rows=30&asStructure=%7B%22_id%22:%22af5d%22,%22boolean%22:%22AND%22,%22bricks%22:%5B%7B%22_id%22:%22af5e%22,%22key%22:%22applicant%22,%22value%22:%22Mbappe%22,%22strategy%22:%22Simple%22%7D%5D%7D&_=1708963392591&searchBy=applicant&fg=_void_&i=12">quotes</a>.</p>
<p>The black-and-white <a href="https://twitter.com/EU_IPO/status/1758470179686604921?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1758470179686604921%7Ctwgr%5E6632f5e3550abb68ddc2bb93edd8d49fad4dccf5%7Ctwcon%5Es1_&ref_url=https%3A%2F%2Fen.as.com%2Fsoccer%2Fkylian-mbappe-takes-steps-to-protect-name-and-brand-n%2F">logo</a> depicts a smiling Mbappé, celebrating in his usual fashion. </p>
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<p>Mbappé is not the only famous athlete who has looked to secure exclusive rights to their signature celebration. In 2022, Jamaican sprinter Usain Bolt applied to trademark a <a href="https://tsdr.uspto.gov/#caseNumber=97552042&caseSearchType=US_APPLICATION&caseType=DEFAULT&searchType=statusSearch">logo</a> in the US showing his victory celebration pose – an application with the US trademark office that is still pending.</p>
<p>The reason well-known athletes look to trademark these poses, and other aspects of their image, is obvious. They wish to turn them into successful brands that can be used commercially in a wide range of markets. </p>
<p>Among the products covered by Mbappé’s trademark registrations are clothes, textiles, footwear, toys, video games, umbrellas, bags, jewellery, perfumery, cosmetics and toothpastes. Any products or brands that wish to use his specific logo, name or quotes will need to pay Mbappé or be granted permission by Mbappé himself.</p>
<p>But how can even the celebratory pose of a sporting star become a brand? To answer this question, we need to look at the nature and function of trademarks. </p>
<h2>What trademark law says</h2>
<p>A trademark is used in the course of trade to distinguish the goods and services of a company from those of competitors. The key, though not only, function is to indicate the commercial origin of a product.</p>
<p>Logos representing a famous athlete’s iconic pose may satisfy this requirement. Such postures can create a stronger association between the player and the products to which their image is affixed, offering a more distinctive characterisation compared with a traditional portrait-style image. Such branding allows consumers to distinguish the products from the goods sold by others, effectively functioning as an indication of commercial source.</p>
<p>For example, if we see a <a href="https://www.amazon.co.uk/Saint-Germain-Collectable-Football-Collect-Favourite/dp/B0BJ2X2PK3/ref=sr_1_6?dib=eyJ2IjoiMSJ9.GG1cGhqjdxGCbbyM2RboACiXMD-QZ8LDKRRNro-Mv2y0n8N_T03Mk_-Hvf0edLUlOaLOrj22wTkcdWxmU5bhD4D7aCCpjqXRXyOwtxd6I2CU0qgeYAzPHkbqktN9fYgleTcbRsxLNPdBqd-JVKey-dv8mUplHkVz95fEFPTf18WIexAgZc5Y9o4q0bAA8tQxDSKNmJfpKXubWDSGyzHvWWrpcDev6PpsfQOuh66ZlnKog3FosnXDkj3ldaOX8cxRoBfVZPVVl3lGqkOQSN_uDs118QGAMCaBkl1aktkW4dc.L1hJr0klWKPAdOknhxw1gUFY6OSLcQW3EKBbYod9Xow&dib_tag=se&keywords=mbappe&qid=1709104613&sr=8-6">toy</a>, <a href="https://www.amazon.co.uk/World-Soft-Fleece-Blanket-Skin-friendly/dp/B0BL2SN57B/ref=sr_1_23_sspa?dib=eyJ2IjoiMSJ9.GG1cGhqjdxGCbbyM2RboACiXMD-QZ8LDKRRNro-Mv2y0n8N_T03Mk_-Hvf0edLUlOaLOrj22wTkcdWxmU5bhD4D7aCCpjqXRXyOwtxd6I2CU0qgeYAzPHkbqktN9fYgleTcbRsxLNPdBqd-JVKey-dv8mUplHkVz95fEFPTf18WIexAgZc5Y9o4q0bAA8tQxDSKNmJfpKXubWDSGyzHvWWrpcDev6PpsfQOuh66ZlnKog3FosnXDkj3ldaOX8cxRoBfVZPVVl3lGqkOQSN_uDs118QGAMCaBkl1aktkW4dc.L1hJr0klWKPAdOknhxw1gUFY6OSLcQW3EKBbYod9Xow&dib_tag=se&keywords=mbappe&qid=1709104613&sr=8-23-spons&sp_csd=d2lkZ2V0TmFtZT1zcF9tdGY&th=1">blanket</a>, <a href="https://www.amazon.co.uk/Mbapp%C3%A9-Football-Birthday-Card-Anniversary/dp/B0CJYL8BNZ/ref=sr_1_27?dib=eyJ2IjoiMSJ9.GG1cGhqjdxGCbbyM2RboACiXMD-QZ8LDKRRNro-Mv2y0n8N_T03Mk_-Hvf0edLUlOaLOrj22wTkcdWxmU5bhD4D7aCCpjqXRXyOwtxd6I2CU0qgeYAzPHkbqktN9fYgleTcbRsxLNPdBqd-JVKey-dv8mUplHkVz95fEFPTf18WIexAgZc5Y9o4q0bAA8tQxDSKNmJfpKXubWDSGyzHvWWrpcDev6PpsfQOuh66ZlnKog3FosnXDkj3ldaOX8cxRoBfVZPVVl3lGqkOQSN_uDs118QGAMCaBkl1aktkW4dc.L1hJr0klWKPAdOknhxw1gUFY6OSLcQW3EKBbYod9Xow&dib_tag=se&keywords=mbappe&qid=1709104613&sr=8-27">birthday card</a> or <a href="https://www.amazon.co.uk/Decorative-Painting-Posters-Picture-08x12inch/dp/B0CJS1HH6K/ref=sr_1_104?dib=eyJ2IjoiMSJ9.J38YBIPs5sgfYm5fJl_5IXO57eQa-d1JvSIEpEQ_SoKyEQxQaQkmRvfXZtvLWkSFqJOeapgyHqDz7WhgEsenLzr1hvHZWzTK3SU6b3wzYntbmHEg0AVDj5j0B3eCesn84wHee9kGkEFYprsqf9elUDHpV4cJStV6pfz4utYwmh8MTRQm9hscQLi8QO0f7bhrkTqt1Rq53B4o7-mbXDTNM1Z2LSUMt7E0fFZF2jiIQuWh3kjkl98DpHHMeBhqG58tTD8WiXky4eBd6td2G20VVI1VHUiDBXMHgHEwZYhGxnw.uZd71RzvHyyd1WMKQ-2E4P7RVJ0GeAdcG84Jib86ILw&dib_tag=se&keywords=mbappe&qid=1709104845&sr=8-104&th=1">poster</a> in a shop that features Mbappé’s trademarked celebration logo (or any other trademarks incorporating his image, name and initials), we will probably think those products are marketed by Mbappé himself. </p>
<p>So, if a business sells such branded goods without his authorisation, it will probably be a trademark infringement. This is because consumers would buy the product in the erroneous belief that they are official Mbappé merchandise.</p>
<p>Mbappé is a sports icon with hundreds of millions of fans and followers, including 112 million on <a href="https://www.instagram.com/k.mbappe/">Instagram</a>. Thus, his trademarks may soon become notorious to a large range of consumers, especially if he ramps up the manufacture, sale and promotion of a variety of products bearing his brand. Owners of famous brands have a higher chance of prevailing in trademark infringement cases.</p>
<p>It would then be enough for Mbappé to show that a business which has sold a replica product incorporating his pose wants to take unfair advantage of the reputation of such a trademark. The same outcome would materialise if he could show that such a product is detrimental to his brand – for example, if the replica product bearing his brand is of poor quality.</p>
<p>Other celebrities have done the same. In 2016, Australian popstar Kylie Minogue <a href="https://theconversation.com/kylie-vs-kylie-who-will-win-the-legal-battle-between-minogue-and-jenner-55682">started a battle</a> with TV personality Kylie Jenner over the trademarking of their shared first name. Minogue claimed that her Kylie brand would be tarnished if Jenner were allowed to register an identical or similar trademark, describing her as a “secondary reality TV personality”.</p>
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Read more:
<a href="https://theconversation.com/kylie-vs-kylie-who-will-win-the-legal-battle-between-minogue-and-jenner-55682">Kylie vs Kylie – who will win the legal battle between Minogue and Jenner?</a>
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<img alt="Kylie Minogue posing for a photo in front of a large crowd of cameramen." src="https://images.theconversation.com/files/578873/original/file-20240229-28-zfu1pd.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&fit=clip" srcset="https://images.theconversation.com/files/578873/original/file-20240229-28-zfu1pd.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=400&fit=crop&dpr=1 600w, https://images.theconversation.com/files/578873/original/file-20240229-28-zfu1pd.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=400&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/578873/original/file-20240229-28-zfu1pd.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=400&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/578873/original/file-20240229-28-zfu1pd.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=503&fit=crop&dpr=1 754w, https://images.theconversation.com/files/578873/original/file-20240229-28-zfu1pd.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=503&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/578873/original/file-20240229-28-zfu1pd.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=503&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px">
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<span class="caption">Kylie Minogue complained when Kylie Jenner filed a trademark application for her first name.</span>
<span class="attribution"><a class="source" href="https://www.shutterstock.com/image-photo/cannes-france-may-27-kylie-minogue-200809382">Andrea Raffin/Shutterstock</a></span>
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<h2>Protecting free speech</h2>
<p>But there are also downsides to a trademark protection strategy based on the registration of every aspect of an athlete’s image and personality. It may limit the freedom of the public – and especially sports fans – to celebrate or criticise their icons.</p>
<p>Take, for instance, a website dedicated to Mbappé that serves as a forum where fans can exchange opinions about the player’s sporting performance and marketing activities. And let’s imagine that the website’s homepage features Mbappé’s trademarked celebration pose, his name or a famous quote prominently, and hosts fan commentaries that are highly critical of any of his activities.</p>
<p>Mbappé could, in theory, enforce his trademark rights to stop what he may consider a use of his trademark that tarnishes or even takes advantage of its reputation. This would be even more applicable if the website hosts advertising banners and sponsored sections, as Mbappé could claim that his brands are being somewhat exploited commercially.</p>
<p>But such an enforcement would unduly restrict the right of football fans to free speech. It would also unjustifiably allow trademark owners to stop their brands being used for purposes that are not strictly commercial. We should all be entitled to celebrate or criticise our favourite players by posting commentaries about their behaviour on and off the pitch, and including their iconic pose.</p>
<p>Mbappé’s trademark protection strategy is certainly legitimate and in line with the <a href="https://www.forbes.com/sites/forbesbusinesscouncil/2022/07/13/the-power-of-celebrity-brands/?sh=739fb0a4d30d">current branding trends</a> of most celebrities. But the French football star would be better advised not to enforce his trademarks against whoever simply expresses opinions and ideas about him without a strict economic purpose. </p>
<p>The risk is not only to lose the legal case, but also alienate fans who may end up disappointed about their idol’s willingness to be overly litigious.</p><img src="https://counter.theconversation.com/content/224302/count.gif" alt="The Conversation" width="1" height="1" />
<p class="fine-print"><em><span>The authors do not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and have disclosed no relevant affiliations beyond their academic appointment.</span></em></p>Kylian Mbappé has secured a commercial trademark for his celebration pose, and is looking to protect his name and quotes too.Enrico Bonadio, Reader in Intellectual Property Law, City, University of LondonAndrea Zappalaglio, Lecturer in Intellectual Property Law, University of SheffieldLicensed as Creative Commons – attribution, no derivatives.tag:theconversation.com,2011:article/2234432024-02-22T19:20:38Z2024-02-22T19:20:38ZTeam Taylor – why Swift’s brand works so well and how it could come under threat<p>There is no escaping Taylor Swift. Even if you try to ignore the star, she is currently everywhere. On the airwaves, on playlists, streaming services, social media, in the news, on the big screen and <a href="https://www.smh.com.au/culture/music/what-we-ve-learned-so-far-from-taylor-swift-s-australian-shows-and-what-to-expect-next-20240218-p5f5su.html">at a mega-stadium</a> near you.</p>
<p>Devoted “Swifties” around the globe have their own lore, with the 34-year-old’s appeal crossing sex, age, class and cultural groups. </p>
<p>The largest US newspaper chain, Garnett, even appointed a dedicated <a href="https://variety.com/2023/music/news/taylor-swift-reporter-usa-today-gannett-hire-1235781178/">Taylor Swift Reporter</a> to cover her every move.</p>
<p>Arguably, we haven’t seen fan love (or media coverage) for a musical act on the scale of Taylor Swift since <a href="https://themusicnetwork.com/taylor-swift-mania/">The Beatles</a>. </p>
<p>What is it about her that drives unrelenting attention and adoration on such a grand scale? And could her current ubiquity actually turn out to be a threat?</p>
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Read more:
<a href="https://theconversation.com/taylor-swift-didnt-just-update-the-lyrics-for-better-than-revenge-she-updated-her-public-image-209684">Taylor Swift didn't just update the lyrics for Better Than Revenge – she updated her public image</a>
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<h2>What defines the Taylor Swift brand?</h2>
<p>Swift’s talent as a songwriter, singer and performer cemented her as a multi-award winning artist . She has been nominated for <a href="https://people.com/taylor-swift-grammy-award-wins-8557898#:%7E:text=And%20at%20the%202024%20Grammy,and%20taken%20home%2014%20wins">52 Grammys</a> and won 14, and recently made history as the only artist to win Album of the Year four times. </p>
<p>She is both the girl next door and a mega-star with <a href="https://www.abc.net.au/news/2024-02-18/why-are-so-many-taylor-swift-fans-middle-aged/103457252">cross-generational appeal</a>. </p>
<p>And she is also a global brand.</p>
<p>Almost anything (or anyone) can become a <a href="https://www.ama.org/topics/branding/">brand</a>, with its own distinctive name, term, design or symbol. But a successful brand is more than an identity: it exists solidly in the public consciousness, like Nike, Apple and Google. </p>
<p>To occupy such a position, the <a href="https://www.forbes.com/sites/theyec/2021/03/09/five-components-of-a-strong-brand/?sh=fd06e0f2fb79">keys to success</a> for strong brands include: consistent messaging, differentiation and brand experience. </p>
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Read more:
<a href="https://theconversation.com/how-did-taylor-swift-get-so-popular-she-never-goes-out-of-style-213871">How did Taylor Swift get so popular? She never goes out of style</a>
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<p>Taylor has crafted the all-American girl next door image by sharing consistent messaging about her personal experiences through her lyrics. </p>
<p>She also differentiates her brand from those of other artists by encouraging an organic fan community, complete with its own look and feel. </p>
<p>Fans wear album-themed colours or <a href="https://www.smh.com.au/lifestyle/fashion/50-000-rhinestones-and-a-year-in-the-making-the-swifties-diy-ing-outfits-from-scratch-20240122-p5ez7n.html">costumes</a> and trade <a href="https://www.theguardian.com/music/2024/feb/07/taylor-swift-eras-tour-australia-friendship-bracelets-inspiration-beads-explained">friendship bracelets</a>. </p>
<p>The brand experience manifests through social media, surprise announcements, hidden “<a href="https://www.billboard.com/lists/taylor-swift-eras-tour-easter-eggs/">Easter eggs</a>”, concert tours, and even the Eras Tour film. Fans are never short of an opportunity to connect with the star.</p>
<p>The most successful brands form an emotional connection with consumers. </p>
<p>In this regard, Swift’s approach is pure genius. In the lead up to the release of her album 1989 she spent time scouring the internet and selecting 89 fans who were invited to her home for <a href="https://www.nylon.com/entertainment/oral-history-of-taylor-swifts-1989-secret-sessions">exclusive listening sessions</a> – now referred to as the 1989 Secret Sessions.</p>
<p>Taylor treats fans as friends with whom she shares secrets. Her lyrics, albums, videos and even her <a href="https://www.teenvogue.com/story/taylor-swift-speaks-nyu-commencement">NYU honorary doctorate speech</a> are littered with hidden messages that fans can discover, decode and discuss. </p>
<p>This level of shared intimacy – albeit with millions of fans– keeps Swifties engaged in speculation and builds a community of “insiders”.</p>
<p>Brands are also susceptible to imminent threats and risks. </p>
<h2>The biggest threat is a moodshift</h2>
<p>One major risk for Swift is overexposure. Could her immense popularity start to work against her? </p>
<p>At present the answer is an unqualified “no”, as demand for show tickets <a href="https://www.smh.com.au/culture/music/lucky-taylor-swift-fans-nab-first-tickets-as-demand-crashes-ticketing-site-20230626-p5djg3.html">exceed supply</a>, and local economies in concert cities enjoy <a href="https://www.forbes.com.au/life/entertainment/taylor-swift-australian-eras-tour-sparks-558m-economy-boost/">soaring expenditure</a> on everything from accommodation to nail salons and sequins to cowboy boots. </p>
<p>But in the long term, there is always the possibility the public’s mood could shift, leaving Swift behind. </p>
<p>She has already drawn criticism for <a href="https://www.theguardian.com/music/2024/feb/06/taylor-swift-political-voting-election-influence">expressing political opinions</a>, for announcing the <a href="https://www.newsweek.com/taylor-swift-album-backlash-poets-society-1867644">release of her new album</a> during the Grammys, and for her private jet’s <a href="https://www.forbes.com/sites/danidiplacido/2024/02/09/is-the-tide-turning-against-taylor-swift/?sh=227adcae2a74">carbon emissions</a>.</p>
<h2>Measuring Brand Taylor</h2>
<p>How valuable a brand is can be measured by marketers using “brand equity”. How well is it recognised? How do consumers perceive it? Is it trusted? </p>
<p>Brands with strong equity have much higher customer loyalty and market share. </p>
<p>Swift has incredibly strong brand equity as demonstrated by the <a href="https://www.indaily.com.au/business/economy/2024/02/20/taylor-swift-made-a-big-impact-on-victorias-economy">economic impact</a> on Eras Tour stops, and stores selling out of the things that Swifties use to <a href="https://www.thenewdaily.com.au/life/entertainment/2024/02/16/swift-goldrush">make their tour outfits</a> including <a href="https://www.abc.net.au/news/2024-02-14/bead-shelves-bare-thanks-to-taylormania/103463692">beads</a>, sequins, cowboy hats and sparkly boots. </p>
<p>Not to mention the cost of concert tickets and merchandise, and (for many fans) flights and accommodation.</p>
<p>We can also get a hint of Swift’s brand equity through endorsements from others. In December 2023, <a href="https://www.billboard.com/music/music-news/taylor-swift-most-powerful-woman-in-the-world-2023-list-1235534184/">Forbes</a> named Swift the world’s fifth most powerful woman, ranking her just after the European Commission President, the President of the European Central Bank and two politicians.</p>
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<img alt="Taylor Swift albums on shelves in music store" src="https://images.theconversation.com/files/576650/original/file-20240220-16-18y1pk.jpg?ixlib=rb-1.1.0&rect=102%2C114%2C3923%2C2879&q=45&auto=format&w=754&fit=clip" srcset="https://images.theconversation.com/files/576650/original/file-20240220-16-18y1pk.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=450&fit=crop&dpr=1 600w, https://images.theconversation.com/files/576650/original/file-20240220-16-18y1pk.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=450&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/576650/original/file-20240220-16-18y1pk.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=450&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/576650/original/file-20240220-16-18y1pk.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=566&fit=crop&dpr=1 754w, https://images.theconversation.com/files/576650/original/file-20240220-16-18y1pk.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=566&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/576650/original/file-20240220-16-18y1pk.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=566&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px">
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<span class="caption">Brand equity is a measure of a brand’s value.</span>
<span class="attribution"><a class="source" href="https://www.shutterstock.com/image-photo/minnetonka-minnesota-october-27-2022-kiosk-2222750293">melissamn/Shutterstock</a></span>
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<h2>Where to from here?</h2>
<p>Swift is currently riding sky high in popularity. She is well-known and well-liked, and she knows what she’s doing when it comes to marketing her brand. </p>
<p>The current Eras Tour and the announcement of her new album The Tortured Poets Department are continuing this momentum.</p>
<p>Many artists appeal to a specific generation and, as their fans age, their success and popularity usually wanes (<a href="https://en.wikipedia.org/wiki/Bros_(British_band)">Bros</a> or <a href="https://en.wikipedia.org/wiki/Hanson_(band)">Hanson</a> anyone?). </p>
<p>For the time being at least, Brand Taylor is going strong – though there is no doubt she is mindful of threats to her brand and will need to work hard to continue to bring her fans along with her.</p>
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Read more:
<a href="https://theconversation.com/why-are-taylor-swift-tickets-so-hard-to-get-the-economics-are-complicated-208567">Why are Taylor Swift tickets so hard to get? The economics are complicated</a>
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<p class="fine-print"><em><span>Louise Grimmer does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.</span></em></p>Taylor Swift is everywhere right now – but could that dent her popularity?Louise Grimmer, Senior Lecturer in Retail Marketing, University of TasmaniaLicensed as Creative Commons – attribution, no derivatives.tag:theconversation.com,2011:article/2225482024-02-09T16:50:30Z2024-02-09T16:50:30ZSuper Bowl: events like this are perfect for brand storytelling – unless companies get their messaging wrong<p>The <a href="https://www.britannica.com/sports/Super-Bowl">Super Bowl</a> – the championship game of America’s <a href="https://www.nfl.com/">National Football League</a> (NFL) – stands as one of the most lucrative annual showcases for big brands. With <a href="https://www.statista.com/statistics/216526/super-bowl-us-tv-viewership/#:%7E:text=The%202023%20edition%20of%20the,the%20U.S.%20Second%20most%20watched">115m viewers</a> watching the game last year in the US, 30-second ad spots go for a reported <a href="https://www.brandvm.com/post/super-bowl-2024-marketing#:%7E:text=The%2520highly%2520coveted%252030%252Dsecond,enthusiastic%2520about%2520the%2520Super%2520Bowl.">$7m</a> (£5.5m). These days, “Super Bowl ads” are highly anticipated in terms of creative, memorable storytelling that hits home.</p>
<p>For major corporations, getting the creative and messaging right is essential. Successful ads leverage the massive platform not just to grab eyeballs, but to reinforce brand values through authentic, engaging stories.</p>
<p>Goals range from sparking viral conversations to initiating loyal customer relationships to unveiling innovative offerings. Looking back, all-time great Super Bowl ads like Jeep’s iconic 2020 <a href="https://www.statista.com/statistics/216526/super-bowl-us-tv-viewership/#:%7E:text=The%202023%20edition%20of%20the,the%20U.S.%20Second%20most%20watched">Groundhog Day remake with Bill Murray</a>, cleverly appealed to audiences’ nostalgia while also pivoting towards the brand’s eco-friendly direction.</p>
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<p><a href="https://www.forbes.com/sites/forbescommunicationscouncil/2021/03/15/how-and-why-to-build-brand-authenticity/?sh=7a35bac455b5">Brand authenticity</a> has become ever more important in our digitally connected world. Recent uproar involving brands like Peloton, whose <a href="https://www.theguardian.com/media/2019/dec/04/peloton-backlash-sexist-dystopian-exercise-bike-christmas-advert">much-derided Christmas ad</a> appeared to show a husband gift his very thin, nervy wife an exercise bike for which, a year later, she thanks him profusely for “changing her life”. </p>
<p>Media-literate audiences are adept at sensing falsehoods and can become cynical, diminishing brand trust and <a href="https://www.emerald.com/insight/content/doi/10.1108/EUM0000000006475/full/html">affecting loyalty</a>. </p>
<p>But it’s not just consumers; once employees lose trust, this can further damage the brand. Our <a href="https://link.springer.com/article/10.1007/s13162-018-0110-6">research</a> showed that employees who believe in the brand will go out of their way to do good. So when brands appear to “bang the social justice drum” publicly, but employees experience a lack of equality on the inside, this can lead to distrust.</p>
<p>This was the case with Wholefoods which, while telling the world they cared about black voices, was <a href="https://hbr.org/2020/07/woke-washing-your-company-wont-cut-it">accused of ignoring those very voices</a> among their own employees. </p>
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<h2>When brands don’t read the room</h2>
<p>Consumers prefer brands whose <a href="https://www.sciencedirect.com/science/article/abs/pii/S0148296321009462?fr=RR-2&ref=pdf_download&rr=84eacf091a6476ed">values align with their own</a>. Reducing environmental harm and standing up for social issues are two <a href="https://www.weforum.org/agenda/2021/12/people-prefer-brands-with-aligned-corporate-purpose-and-values/">examples of consumer expectations</a> of favoured brands, some of which may be tempted to jump on the bandwagon.</p>
<p>The widespread scorn over Kendall Jenner’s farcical <a href="https://www.nytimes.com/2017/04/05/business/kendall-jenner-pepsi-ad.html">Pepsi ad</a> – which not only downplayed violence against black people but also glamourised it – should have been a salutary lesson for the sector.</p>
<p>But soon after, <a href="https://www.forbes.com/sites/charlesrtaylor/2019/01/15/why-gillettes-new-ad-campaign-is-toxic/?sh=6847bf725bc9">Gillette</a>, in its attempt to play the social activist card, launched its “is this the best a man can get?” campaign. In a dramatic two-minute ad, aspects of toxic masculinity, including bullying, sexism and sexual harassment post-#MeToo were addressed.</p>
<p>This fuelled anger amongst consumers sceptical of the brand’s motives. Others felt the ad was suggesting the majority of men engage in toxic behaviours, leading to significant backlash across social media, with pundits claiming offence at stereotyping and perceived virtue signalling.</p>
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<p>In April 2023, <a href="https://fortune.com/2023/06/07/brands-caught-up-iculture-wars-retail-customers-internet-richard-torrenzano/">Budweiser</a> turned the adage “there’s no such thing as bad publicity” on its head. Sales of Bud Light <a href="https://www.theguardian.com/business/2023/jun/14/bud-light-loses-top-us-beer-spot-after-promotion-with-transgender-influencer">plunged 25%</a> in response to its promotion featuring transgender influencer/actress Dylan Mulvaney. This led to a boycott by angry conservative consumers accusing the brand of <a href="https://www.bbc.co.uk/news/business-66398296">going “woke”</a>.</p>
<p>Before the boycott, Bud Light marketing director Alissa Heinerscheid <a href="https://www.nytimes.com/article/bud-light-boycott.html#:%7E:text=Before%20the%20boycott%2C%20Alissa%20Heinerscheid,for%20a%20really%20long%20time.">said in an interview</a> that the brand was in decline and needed to be more inclusive. After the backlash, CEO Brendan Whitworth <a href="https://www.youtube.com/watch?v=85zvTMFv9Ck">said</a>: “We never intended to be part of a discussion that divides people – we’re in the business of bringing people together over a beer.” </p>
<p>When brands fail to align their behaviours with their espoused values, this can wreak havoc with a brand’s reputation. The consumer base ends up feeling alienated by the brand’s perceived hypocrisy and inauthenticity.</p>
<h2>Evolving narratives</h2>
<p>As the 2024 Super Bowl LVIII approaches, brands want to make sure they don’t go down as yet another big corporation chasing social causes to look good. Rather than disingenuously espousing values, or grasping at emotional connections without context, brands should use the power of <a href="https://hbr.org/podcast/2022/02/the-positives-and-perils-of-storytelling">storytelling</a> to convince viewers of their underlying purpose in a way that connects to their lives.</p>
<p><a href="https://link.springer.com/chapter/10.1007/978-3-030-63614-2_6#:%7E:text=Although%2520transportation%2520is%2520distinct%2520from,or%2520actions%2520of%2520such%2520characters.">Research shows</a> that storytelling increases reader identification with characters, shifts attitudes and beliefs and creates more lasting memorability than straightforward delivery of information. Unlike explicit messaging which can feel inauthentic, getting lost in a story can inspire emotions and shape beliefs in a <a href="https://academic.oup.com/ct/article-abstract/14/4/311/4110790?redirectedFrom=PDF&casa_token=nueJDJ37xvEAAAAA:YDFDq8Dfqsr7BUGQ__E-dKX8NGQ7Sdz8Rd6uqu_aKNLEQloAHaklVqO0KIDccJqfE_0O5veQCsKwiQ">subtle, organic way</a>.</p>
<p>Look at <a href="https://youtu.be/2zfqw8nhUwA?si=rB1CVqNaIG5vZFwv">Apple’s 1984 commercial</a> introducing the Macintosh – it didn’t talk about the actual product, but rather created a hero narrative against conformity and totalitarianism. Or Coca-Cola’s famous 1971 “I’d like to buy the world a Coke” ad that united people at a time when America was <a href="https://www.historyoasis.com/post/things-go-better-with-coke">experiencing a dark period</a> during the Vietnam War. These are the storytelling ads that resonate rather than force-feed a supposed values-based message.</p>
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<h2>Digital immersive storytelling</h2>
<p>In our <a href="https://dosrhul.org/2024/01/26/meeting-net-zero-zero-sum-or-win-win-for-smes-a-novel-approach-to-marketing-a-brands-purpose-through-immersive-digital-storytelling/">research</a>, we go further. We propose using immersive digital storytelling techniques for brands to craft and validate the authenticity of their messaging. </p>
<p>Interactive digital media enables more participatory story experiences between brands and audiences. Working with a company to showcase their sustainability efforts, we created an immersive storytelling experience using extended reality technology. In this case, the founder of the company takes the audience on a walk through a forest purchased to help offset the operation’s carbon emissions.</p>
<p>This visceral storytelling immerses the viewers via a VR headset in the experience, emotionally engaging consumers with a positive real-life story, thus <a href="https://www.bbc.co.uk/news/science-environment-60248830">avoiding the allegations of greenwashing</a> that plague major brands like Google and Amazon.</p>
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<p>By showing rather than telling, this gives consumers a deeply authentic experience of the brand’s causes. They can see for themselves what the company is doing as opposed to being fed messages from traditional advertising.</p>
<p>Rather than indulging in virtue signalling to distinguish themselves, brands may find greater resonance in adopting more immersive and transparent approaches to connect their mission with real-world impact. Such strategies may prove more effective than preachy commercials that lack authenticity.</p><img src="https://counter.theconversation.com/content/222548/count.gif" alt="The Conversation" width="1" height="1" />
<p class="fine-print"><em><span>The authors do not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and have disclosed no relevant affiliations beyond their academic appointment.</span></em></p>Preachy commercials do not go down well when big brands are suspected of disingenuous motives and virtue signalling.Lucy Gill-Simmen, Senior Lecturer in Marketing, School of Business and Management Marketing, Royal Holloway University of LondonLing Xiao, Senior Lecturer in Finance, Royal Holloway University of LondonLicensed as Creative Commons – attribution, no derivatives.tag:theconversation.com,2011:article/2225032024-02-02T22:11:37Z2024-02-02T22:11:37ZElmo’s check-in: Iconic brands and influencer culture create a viral post<figure><img src="https://images.theconversation.com/files/573153/original/file-20240202-23-l9jh9.jpg?ixlib=rb-1.1.0&rect=24%2C30%2C4065%2C2268&q=45&auto=format&w=496&fit=clip" /><figcaption><span class="caption">Elmo’s post went viral with social media users who resonate with his iconic branding.</span> <span class="attribution"><a class="source" href="https://twitter.com/elmo/status/1723346842862194909">(Twitter/Elmo)</a></span></figcaption></figure><iframe style="width: 100%; height: 100px; border: none; position: relative; z-index: 1;" allowtransparency="" allow="clipboard-read; clipboard-write" src="https://narrations.ad-auris.com/widget/the-conversation-canada/elmos-check-in-iconic-brands-and-influencer-culture-create-a-viral-post" width="100%" height="400"></iframe>
<p><em>Sesame Street’s</em> Elmo recently checked in with users on X, asking: “How is everybody doing?” The post quickly went viral, with users sharing their personal issues ranging from stresses at work, the cost-of-living crisis to family problems. The post was also published at the end of January, which was <a href="https://wellbeingtrust.org/blogs/january-is-mental-wellness-month-its-the-perfect-time-to-shift-your-focus-from-the-holidays-to-your-own-personal-well-being/">Mental Wellness Month</a>. </p>
<p>Elmo’s post garnered over 200 million views, 18,000 replies and has been reposted by users over 58,000 times. Many users used memes and other visuals to add extra layers of comedy and sarcasm in their replies to Elmo. </p>
<p>Numerous <a href="https://www.buzzfeed.com/josephlongo/elmo-twiter-question-best-responses">celebrities, brands and public figures</a> engaged with Elmo’s post. It also captured the attention of news media, with outlets like the <a href="https://www.nytimes.com/2024/01/30/style/elmo-x-question.html"><em>New York Times</em></a> reporting on the story.</p>
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<p>The <em><a href="https://twitter.com/freep/status/1752049374547386528">Detroit Free Press</a></em> commiserated over the Lions’s NFL post-season loss, and <a href="https://twitter.com/POTUS/status/1752518567239536821">U.S. President Joe Biden</a> joined the online conversation to share mental health resources.</p>
<p>Elmo’s post went viral because the character registers with platform users due to the power of <em>Sesame Street</em> as an iconic brand in popular culture. </p>
<p>The virality of Elmo’s X post showcases how fictional characters are turning into influencers. With a social media presence, characters like Elmo are well-suited to produce a viral, meme-fuelled moment that captures public attention. </p>
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Read more:
<a href="https://theconversation.com/barbie-isnt-just-a-movie-star-now-shes-also-a-virtual-social-media-influencer-207885">Barbie isn't just a movie star now — she's also a virtual social media influencer</a>
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<h2>An iconic brand</h2>
<p>Elmo and <em>Sesame Street</em> are examples of what cultural branding and marketing expert Douglas Holt refers to as “<a href="https://hbr.org/2003/03/what-becomes-an-icon-most">iconic brands</a>.” These are companies that are cherished as major cultural symbols. They become iconic because we can connect on a personal level with them. They represent myths that help us construct our identities.</p>
<p>Since <a href="https://www.npr.org/2021/05/08/994738544/the-story-of-sesame-street-from-radical-experiment-to-beloved-tv-mainstay">debuting in 1969</a>, <em>Sesame Street</em> has grown into a major iconic brand. The show, along with its characters, merchandise, storybooks, video games, and now social media accounts, are woven into the everyday lives of many individuals. I myself learned to read with the <em>Sesame Street</em> storybook, <em><a href="https://muppet.fandom.com/wiki/Don%27t_Cry,_Big_Bird">Don’t Cry, Big Bird</a></em>.</p>
<p>In particular, Elmo has a special status as a cultural icon. He has appeared on <a href="https://www.imdb.com/title/tt0745617/">television programs</a> and <a href="https://www.imdb.com/title/tt0159421/">starred in movies</a>. During the late 1990s, the release of the plush <a href="https://www.cbc.ca/player/play/1102522435571">Tickle Me Elmo</a> toy became a cultural phenomenon. The 2011 documentary, <a href="https://www.washingtonpost.com/blogs/therootdc/post/movie-review-being-elmo-a-puppeteers-journey/2011/11/16/gIQADaiXRN_blog.html"><em>Being Elmo: A Puppeteer’s Journey</em></a>, highlighted the joy Elmo brought to terminally ill children. </p>
<p>All of these examples highlight Elmo and <em>Sesame Street’s</em> iconic brand that clearly still registers with social media users.</p>
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<h2>Elmo’s brand on social media</h2>
<p><a href="https://hbr.org/2016/03/branding-in-the-age-of-social-media">Holt explains</a> that in order for a brand to remain iconic, they need constant upkeep. Characters and brands like Elmo and <em>Sesame Street</em> now require a social media presence. </p>
<p>Elmo is not the only <em>Sesame Street</em> character to have an X account. <a href="https://twitter.com/OscarTheGrouch">Oscar the Grouch</a>, <a href="https://twitter.com/BigBird">Big Bird</a> and <a href="https://twitter.com/MeCookieMonster">Cookie Monster</a> are just some of the other characters joining Elmo on X. </p>
<p>Elmo and his <em>Sesame Street</em> friends represent a growing trend of fictional characters being given human characteristics through social media accounts in a way similar to <a href="https://www.virtualhumans.org">virtual influencers</a>. </p>
<p>Like all fictional characters, Elmo’s X account is, of course, organized by a <a href="https://www.today.com/parents/family/elmo-social-media-manager-christina-vittas-rcna136605">social media manager.</a> But Elmo’s X account further grows his iconic personality, allowing the public to connect with him in new and unique ways. </p>
<p>This is the labour that iconic brands require to remain relevant in popular culture.</p>
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<h2>Memes and branding</h2>
<p>Iconic brands also require the participation of the public as part of their maintenance. The viral sensation of Elmo’s post demonstrates the power of <a href="https://www.nytimes.com/2022/01/26/crosswords/what-is-a-meme.html">memetics</a>, a concept that explains how memes are created and why they circulate across social media. Memes are a powerful and very important tool of communication for internet users.</p>
<p>Memes give users a visual language that is easily relatable and replicated. This is why Elmo’s post incited platform users to reply to him with personal confessions about their well-being in the form of humour, satire and comedy. </p>
<p><div data-react-class="Tweet" data-react-props="{"tweetId":"1752150213291319585"}"></div></p>
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<em>
<strong>
Read more:
<a href="https://theconversation.com/impersonation-and-parody-shitposters-satirically-mock-elon-musks-chaotic-twitter-takeover-194503">Impersonation and parody: Shitposters satirically mock Elon Musk’s chaotic Twitter takeover</a>
</strong>
</em>
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<p>The virality of Elmo’s post would not have happened if the public did not relate to him and <em>Sesame Street</em> as an iconic brand. </p>
<p>Elmo’s social media accounts ultimately serve as digital marketing for <em>Sesame Street</em> — his current <a href="https://twitter.com/elmo?lang=en">X header photo</a>, for instance, promotes Sesame Street’s program on HBO. Brands are always trying to develop new ways of promoting their product to audiences as part of their upkeep. </p>
<p>In Elmo’s case, iconicity, memetics and influencer culture merged to create a truly viral post.</p><img src="https://counter.theconversation.com/content/222503/count.gif" alt="The Conversation" width="1" height="1" />
<p class="fine-print"><em><span>Aidan Moir has previously received funding from the Social Sciences and Humanities Research Council of Canada. </span></em></p>The virality of Elmo’s X post showcases how fictional characters are turning into influencers.Aidan Moir, Assistant Professor, Department of Communication, Media and Film, University of WindsorLicensed as Creative Commons – attribution, no derivatives.tag:theconversation.com,2011:article/2208152024-01-16T14:55:35Z2024-01-16T14:55:35ZFlashy isn’t always fabulous: why luxury brands should reconsider displaying their logos too prominently<figure><img src="https://images.theconversation.com/files/568856/original/file-20240111-17-to18ug.jpg?ixlib=rb-1.1.0&rect=194%2C0%2C5124%2C3684&q=45&auto=format&w=496&fit=clip" /><figcaption><span class="caption">
</span> <span class="attribution"><a class="source" href="https://www.shutterstock.com/image-photo/milan-italy-september-22-2018-woman-1212011566">andersphoto/Shutterstock</a></span></figcaption></figure><p>More than <a href="https://techreport.com/statistics/logo-design-statistics/#:%7E:text=Regarding%20brand%20recognition%2C%2075%25%20of,prefer%20a%20unique%20brand%20voice.">75% of customers</a> in the US say that a brand’s logo is the most important identifier of a company. This is even more true for luxury brands as their logos are some of the most recognised symbols globally. </p>
<p>So, luxury brands should prominently display their logo, shouldn’t they? Our <a href="https://doi.org/10.1108/EJM-01-2022-0038">recent research</a> suggests otherwise.</p>
<p>In 2023, fashion’s biggest influencers and brands took to the “<a href="https://www.vogue.co.uk/fashion/article/quiet-luxury-trend">quiet luxury</a>” trend. This trend refers to a more low-key approach to luxury where people favour subtlety and quality over prominent brand display.</p>
<p>For visual reference, consider the billionaires featured in the popular HBO series, <a href="https://www.theguardian.com/fashion/2023/jun/19/succession-quiet-luxury-look-milan-fashion-week">Succession</a>. They opt for tailored, functional attire that is devoid of conspicuous logos and excessive brand names.</p>
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<img alt="Quarter life, a series by The Conversation" src="https://images.theconversation.com/files/451343/original/file-20220310-13-1bj6csd.png?ixlib=rb-1.1.0&q=45&auto=format&w=237&fit=clip" srcset="https://images.theconversation.com/files/451343/original/file-20220310-13-1bj6csd.png?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=600&fit=crop&dpr=1 600w, https://images.theconversation.com/files/451343/original/file-20220310-13-1bj6csd.png?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=600&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/451343/original/file-20220310-13-1bj6csd.png?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=600&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/451343/original/file-20220310-13-1bj6csd.png?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=754&fit=crop&dpr=1 754w, https://images.theconversation.com/files/451343/original/file-20220310-13-1bj6csd.png?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=754&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/451343/original/file-20220310-13-1bj6csd.png?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=754&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px">
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<p><strong><a href="https://theconversation.com/uk/topics/quarter-life-117947?utm_source=TCUK&utm_medium=linkback&utm_campaign=UK+YP2022&utm_content=InArticleTop">This article is part of Quarter Life</a></strong>, a series about issues affecting those of us in our twenties and thirties. From the challenges of beginning a career and taking care of our mental health, to the excitement of starting a family, adopting a pet or just making friends as an adult. The articles in this series explore the questions and bring answers as we navigate this turbulent period of life.</p>
<p><em>You may be interested in:</em></p>
<p><em><a href="https://theconversation.com/four-ways-to-tell-the-designer-fashion-items-worth-investing-in-from-the-ones-that-arent-215831">Four ways to tell the designer fashion items worth investing in from the ones that aren’t</a></em></p>
<p><em><a href="https://theconversation.com/is-someone-using-your-pictures-to-catfish-your-rights-when-it-comes-to-fake-profiles-and-social-media-stalking-214418">Is someone using your pictures to catfish? Your rights when it comes to fake profiles and social media stalking</a></em></p>
<p><em><a href="https://theconversation.com/how-to-make-your-clothes-last-longer-its-good-for-your-bank-account-and-the-environment-too-201823">How to make your clothes last longer – it’s good for your bank account and the environment too</a></em></p>
<hr>
<p>Succession has been influential in amplifying the quiet luxury trend. But the luxury market has been undergoing change for some years, partly as millennials and gen-Z become the main customers of luxury brands. These consumers demand that luxury brands are <a href="https://fortune.com/europe/2023/05/12/gen-zers-are-redefining-the-values-of-the-luxury-market-status-and-prestige-are-out-sustainability-and-inclusivity-are-in/">more sustainable and inclusive</a>, contributing to the resurgence of quiet luxury.</p>
<hr>
<p>
<em>
<strong>
Read more:
<a href="https://theconversation.com/can-luxury-fashion-brands-ever-really-be-inclusive-165187">Can luxury fashion brands ever really be inclusive?</a>
</strong>
</em>
</p>
<hr>
<p>The shift towards quiet luxury presents a dilemma for the luxury fashion sector. Some brands, such as Balenciaga, Burberry and Louis Vuitton, flaunt their logos conspicuously on almost every product. Other brands, including Hermes and Bottega Veneta, instead opt for muted prestige. </p>
<p>But what is the right strategy for luxury brands when it comes to displaying their logos? Our findings suggest that prominent logo displays often backfire, making brands seem inauthentic and less cool. This strategy turns fans of the brand away, potentially reducing its market share. </p>
<figure class="align-center zoomable">
<a href="https://images.theconversation.com/files/568587/original/file-20240110-23-55rkxz.png?ixlib=rb-1.1.0&q=45&auto=format&w=1000&fit=clip"><img alt="The logos of various luxury brands." src="https://images.theconversation.com/files/568587/original/file-20240110-23-55rkxz.png?ixlib=rb-1.1.0&q=45&auto=format&w=754&fit=clip" srcset="https://images.theconversation.com/files/568587/original/file-20240110-23-55rkxz.png?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=442&fit=crop&dpr=1 600w, https://images.theconversation.com/files/568587/original/file-20240110-23-55rkxz.png?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=442&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/568587/original/file-20240110-23-55rkxz.png?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=442&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/568587/original/file-20240110-23-55rkxz.png?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=556&fit=crop&dpr=1 754w, https://images.theconversation.com/files/568587/original/file-20240110-23-55rkxz.png?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=556&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/568587/original/file-20240110-23-55rkxz.png?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=556&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px"></a>
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<span class="caption">Do you recognise these logos?</span>
<span class="attribution"><a class="source" href="https://miro.medium.com/v2/resize:fit:4800/format:webp/1*6Pu4uTn2SMs0YpFU_sjydA.png">Leandro Fernández/Medium</a>, <a class="license" href="http://creativecommons.org/licenses/by-nc-sa/4.0/">CC BY-NC-SA</a></span>
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<h2>Prominent brand display</h2>
<p>We found that prominent logo display discourages consumers both from buying items from luxury brands and from sharing images of these luxury items on social media. </p>
<p>These findings held true in three distinctly different cultural contexts – for customers in the UK, Turkey and China. On average, purchase intentions decreased by almost 19% and social media sharing reduced by 17% when logos were displayed prominently.</p>
<p>Many customers considered luxury items from brands that use big logos as not genuine or true to their roots. They also thought that prominent logo display reduced exclusivity, glamour and the brand’s sophistication. Our results show that UK customers’ perceptions of authenticity and coolness reduced by more than 10% when a luxury brand decided to use prominent logos.</p>
<p>Our study also uncovered another unique insight. In the past, research has shown that customers who are strongly connected to a luxury brand tend to <a href="https://doi.org/10.1016/j.jbusres.2017.05.032">defend the brand</a> when it is rejected by social peers. However, we found that those same consumers react negatively when the brand uses loud displays. </p>
<p>Luxury brands are often used to signal social class, prestige and upward mobility. Buyers of luxury fashion thus seek to express their identities through these brands. But when logos are too prominent, they undermine the brand’s coolness and authenticity, diminishing the fan’s desired image of being genuine and original.</p>
<h2>The quiet luxury revolution</h2>
<p><a href="https://doi.org/10.1086/655445">Research</a> shows that the relationship between price and brand prominence is an inverted U-shape. Brands with lower prices use smaller logos and, as the price increases, logos become bigger and more visible. Beyond a certain price point the logo’s presence decreases and gradually becomes quiet. </p>
<p>But major shifts are underway in the luxury fashion industry. And minimalist, logoless style is making a comeback. </p>
<p>Experts suggest that the quiet luxury trend is almost always connected with <a href="https://www.luxurytribune.com/en/quiet-luxury-the-eternal-comeback">financial crises</a>. The global financial crisis of 2007/2008, for example, led to a shift towards understated luxury in the fashion industry. Quiet, subtle designs came to the forefront rather than loud, ostentatious displays of wealth. </p>
<p>As people struggle to make ends meet during the current cost-of-living crisis, quiet luxury is re-emerging on the scene. </p>
<h2>The brand prominence dilemma</h2>
<p>Prominent brand displays are, however, not shunned by everyone. Greater brand prominence is preferred by wealthy newcomers to the upper class, who are known as “parvenus”. </p>
<p><a href="https://doi.org/10.1509/jmkg.74.4.015">Research</a> suggests that these people prefer more visible logos to signal their status and align themselves with the old money elite. A parvenu could be an artist or musician who has suddenly struck gold with their work. </p>
<p><div data-react-class="InstagramEmbed" data-react-props="{"url":"https://www.instagram.com/p/BzoZ9gfJwNY/?igshid=1ohuhryy74vl5\u0026epik=dj0yJnU9b2p5aFY2bnlCbzdnWm5sVnotTFRjRGF6YmtSN2JPeC0mcD0wJm49bW9ZOEJTRGF1QnhGcElSTXJSR2hZQSZ0PUFBQUFBR1dlZkdJ","accessToken":"127105130696839|b4b75090c9688d81dfd245afe6052f20"}"></div></p>
<p>People who are not rich but want to climb the social ladder (“poseurs”) also opt for more prominent brand displays. These people resemble struggling social media influencers who fake their wealth.</p>
<p>So, what should luxury brands do? They should carefully consider prominent logo display strategy and its implications for their brand’s authenticity and coolness – especially among the brand’s most loyal customers. Their carefully crafted image of a luxury brand may otherwise suffer.</p>
<p>As it turns out, a whisper can speak louder than a shout.</p><img src="https://counter.theconversation.com/content/220815/count.gif" alt="The Conversation" width="1" height="1" />
<p class="fine-print"><em><span>The authors do not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and have disclosed no relevant affiliations beyond their academic appointment.</span></em></p>Should luxury brands display their logo on everything?Paurav Shukla, Professor of Marketing, University of SouthamptonDina Khalifa, Senior Lecturer in Marketing, University of RoehamptonLicensed as Creative Commons – attribution, no derivatives.tag:theconversation.com,2011:article/2197252024-01-04T12:51:30Z2024-01-04T12:51:30ZHow subtle forms of misinformation affect what we buy and how much we trust brands<figure><img src="https://images.theconversation.com/files/566367/original/file-20231218-18-bq4prp.jpg?ixlib=rb-1.1.0&rect=42%2C0%2C4700%2C3123&q=45&auto=format&w=496&fit=clip" /><figcaption><span class="caption">Both direct and indirect misinformation influence brand trust. </span> <span class="attribution"><a class="source" href="https://www.shutterstock.com/image-photo/motion-escalators-modern-shopping-mall-201174746">estherpoon/Shutterstock</a></span></figcaption></figure><p>Misinformation isn’t just blurring political lines anymore. It’s quietly infiltrating our shopping trolleys in subtle ways, shaping our decisions about what we buy and who we trust, as my research shows. </p>
<p>Spurred by political events, misinformation has garnered widespread media coverage and academic research. But most of the attention has been in the fields of <a href="https://www.aeaweb.org/articles?id=10.1257%2Fjep.31.2.211&fbclid=IwAR04My3aiycypMJKSI58e84gDvdrodsB9fqCycH9YfepWDDDwT--fZnVPvo;%20https://www.nyu.edu/about/news-publications/news/2019/january/fake-news-shared-by-very-few--but-those-over-65-more-likely-to-p.html">political science</a>, <a href="https://www.cell.com/trends/cognitive-sciences/fulltext/S1364-6613(21)00051-6?dgcid=raven_jbs_etoc_email">social psychology</a>, <a href="https://www.sciencedirect.com/science/article/pii/S0306457318306794">information technology</a> and <a href="https://www.tandfonline.com/doi/full/10.1080/21670811.2017.1360143">journalism studies</a>. </p>
<p>More recently though, misinformation has also gained traction among <a href="https://www.sciencedirect.com/science/article/abs/pii/S0148296320307852">marketing</a> and <a href="https://myscp.onlinelibrary.wiley.com/doi/abs/10.1002/jcpy.1288">consumer</a> experts. Much of that research has focused on the direct impacts of misinformation on brands and consumer attitudes, but a new perspective on the topic is now emerging.</p>
<p>What if the influence of misinformation extends beyond explicit attacks on brands? What if our choices as consumers are shaped not only by deliberate misinformation campaigns but also by subtle, indirect false information? </p>
<p>My own research has explored the dynamics of misinformation from a consumer standpoint. I have looked at how misinformation <a href="https://www.sciencedirect.com/science/article/abs/pii/S0148296320307852">spreads</a>, why people find it <a href="https://journals.sagepub.com/doi/full/10.1177/07439156221103860">credible</a> and what we can do to try to <a href="https://onlinelibrary.wiley.com/doi/full/10.1002/mar.21479">mitigate its spreading</a>. </p>
<p>However, my latest <a href="https://www.sciencedirect.com/science/article/pii/S2352250X23001616">study</a> looks at direct and indirect forms of misinformation and their consequences for brands and consumers. I have found that one of the major consequences of these types of misinformation is the erosion of trust.</p>
<h2>Direct and indirect misinformation</h2>
<p>Misinformation comes in direct and indirect forms. It can be direct when it purposefully targets brands or their products. Examples of direct misinformation include fabricated customer reviews or fake news campaigns targeting brands. </p>
<p>It was fake news that led to the <a href="https://www.nytimes.com/interactive/2016/12/10/business/media/pizzagate.html">“pizzagate” scandal</a> in 2016, for example. This involved unsubstantiated accusations of child abuse against prominent individuals linked to a Washington DC pizzeria. While last year, the brand Target was <a href="https://www.reuters.com/article/idUSL1N37S2U1/">falsely accused</a> of selling “satanic” children’s clothes on social media. </p>
<p>The consequences of direct misinformation can be far reaching, leading to a breakdown in brand trust. This erosion is particularly pronounced when misinformation originates from seemingly trustworthy sources, forcing brands into crisis management mode. </p>
<p>For example, in late 2022, Eli Lilly’s stock price fell by 4.37% after a <a href="https://www.washingtonpost.com/technology/2022/11/14/twitter-fake-eli-lilly/">fake Twitter</a> account impersonating the pharmaceutical company falsely announced that insulin would be given away for free. Investors were misled and the company was forced to issue multiple statements to regain their trust. </p>
<p>But beyond the realm of blatant brand attacks lies a subtler, less understood territory I call “indirect misinformation”. This type of misinformation doesn’t zero in on specific companies, but instead cloaks itself in issues like politics, social affairs or health issues.</p>
<p>The constant exposure to misinformation around issues like COVID-19 and politics can have a ripple effect. And my research, which reviewed the academic marketing literature on direct and indirect misinformation, argues that this constant barrage has the potential to impact consumer choices. </p>
<p>Consider the two distinct levels where these effects unfold for a company. At the brand level, reputable names may unwittingly find themselves entangled in disreputable fake news sites through <a href="https://journals.sagepub.com/doi/full/10.1177/0276146718755869">programmatic advertising</a>, in which automated technology is used to buy ad space on these websites. And while the misinformation itself might not directly impact brand trust, the association with dubious websites can cast a shadow over attitudes to brands. It can also <a href="https://journals.sagepub.com/doi/abs/10.1016/j.intmar.2018.09.001">impair</a> consumers’ intentions towards the brand. </p>
<p>Simultaneously, at the consumer level, the impact of indirect misinformation is profound. It breeds confusion, doubt and a general sense of vulnerability. Continuous exposure to misinformation is linked to <a href="https://misinforeview.hks.harvard.edu/article/misinformation-in-action-fake-news-exposure-is-linked-to-lower-trust-in-media-higher-trust-in-government-when-your-side-is-in-power/">decreased trust</a> in mainstream and traditional media brands, for example. </p>
<p>Consequently, people might become wary of all information sources and even fellow consumers. Subconsciously influenced by misinformation, they may make different purchase decisions and hold <a href="https://www.journals.uchicago.edu/doi/full/10.1086/708035">altered views</a> of brands and products.</p>
<h2>What can brands do?</h2>
<p>While the negative repercussions of direct misinformation on brand trust have been well documented, shining a light on the subtler impacts of indirect misinformation marks a crucial step forward. It not only opens new avenues for researchers but also serves as a warning to brands. It urges them to be more proactive in their approach to misinformation. </p>
<p>If indirect misinformation makes consumers mistrustful and sceptical, brands could take preemptive measures. Tailoring specific marketing communications to instil trust in brands, products and offers becomes paramount in a world where trust is continually under siege. Building and maintaining a reputation for trustworthiness is essential for companies.</p>
<p>As we navigate this terrain of hidden influences, the call for a more comprehensive understanding of misinformation’s multifaceted impacts also becomes clearer. Researchers, brands and consumers alike need to decode the hidden messages of misinformation. This could help to fortify the foundations of trust in an era where it has become a precious commodity.</p><img src="https://counter.theconversation.com/content/219725/count.gif" alt="The Conversation" width="1" height="1" />
<p class="fine-print"><em><span>Giandomenico Di Domenico is affiliated with the International Panel on the Information Environment. </span></em></p>Trust in brands may be eroded as awareness of misinformation increases according to new research.Giandomenico Di Domenico, Lecturer in Marketing & Strategy, Cardiff UniversityLicensed as Creative Commons – attribution, no derivatives.tag:theconversation.com,2011:article/2148272023-11-17T13:28:35Z2023-11-17T13:28:35Z5 marketing lessons from the Taylor Swift and Travis Kelce romance<figure><img src="https://images.theconversation.com/files/558651/original/file-20231109-21-nq5bse.jpg?ixlib=rb-1.1.0&rect=0%2C28%2C4785%2C2529&q=45&auto=format&w=496&fit=clip" /><figcaption><span class="caption">The stands at Kansas City Chiefs games look different than they used to.</span> <span class="attribution"><a class="source" href="https://www.gettyimages.com/detail/news-photo/fans-hold-up-placards-referring-to-taylor-swifts-boyfriend-news-photo/1764920016">Kirill Kudryavtsev/AFP/Getty Images</a></span></figcaption></figure><p>What happens when you unite the biggest pop star in the world and a two-time Super Bowl champion? A whole lot of excitement, as the romance of Taylor Swift and Travis Kelce has shown. But amid all the <a href="https://people.com/taylor-swift-supporting-travis-kelce-at-kansas-city-chiefs-games-pictures-8357398">cheering</a>, canoodling and <a href="https://people.com/taylor-swift-liked-people-instagram-post-about-travis-kelce-amid-romance-8387691">Instagram flirting</a>, the situation lends some useful insights into marketing – and as an <a href="https://www.clemson.edu/business/about/profiles/aschein">expert in sports marketing</a>, I know that this is a topic worth focusing on. Here are five lessons the NFL and other experiential marketers can consider to enhance their brands and reputation.</p>
<p><strong>1) “<a href="https://www.youtube.com/watch?v=e-ORhEE9VVg">Blank Space</a>”: Embrace audience expansion</strong></p>
<blockquote>“Cause you know I love the players … And you love the game!” – “Blank Space,” 2014</blockquote>
<p>Great entertainment marketers know how to fill a blank space. And Swift has given the NFL a unique opportunity to expand its appeal to a demographic – young women – that may not have been interested in football before. Swifties, as Swift’s fans are known, are eager to see the pop icon embrace being in love. So whenever she visits a stadium to cheer on her new lover, Kansas City Chiefs star tight end Kelce – which she has done four times in the past two months and <a href="https://www.kansascity.com/news/local/article281904423.html">may well do again soon</a> – a media frenzy follows. </p>
<p>While serious football fans want the focus to stay on football, the NFL is smart to capitalize on this opportunity. After all, Swift is a mega-popular star: She has more charted songs (212), top-10 hits (42) and No. 1 song debuts (five) on the <a href="https://www.billboard.com/lists/taylor-swift-hot-100-billboard-200-chart-records-broken/">Billboard Top 100</a> than any other female musician in history.</p>
<p>The Chiefs remain known for their winning ways and star power, and they’re still drawing – and satisfying – their traditional fans. Yet Swift’s presence has brought a more playful tone to the games. The ordinarily serious Chiefs coach Andy Reid has <a href="https://www.billboard.com/music/music-news/andy-reid-setting-up-taylor-swift-travis-kelce-joke-1235447334/">taken to joking</a> about the pair (“I set them up”), while memes about Swift having to leave the stadium <a href="https://www.tmz.com/2023/09/25/taylor-swift-travis-kelce-popcorn-machine-suite-swifties-fan-theory/">in a popcorn machine</a> are a next-level combination of participatory pop culture, celebrity and sports.</p>
<p>Audience expansion is an effective tactic for businesses, as long as marketers don’t alienate old fans by opening up to new ones. And so far, this is paying off for the NFL: <a href="https://www.businessinsider.com/taylor-swift-travis-kelce-nfl-jersey-sales-game-fanatics-merchandise-2023-">Ratings soar</a> when Swift attends a game, and Kelce <a href="https://www.businessinsider.com/taylor-swift-travis-kelce-nfl-jersey-sales-game-fanatics-merchandise-2023-9">jersey sales</a> have also skyrocketed. This new interest in the sport is welcome, especially since NFL television ratings among <a href="https://www.sportsmediawatch.com/nfl-tv-ratings-viewership-2023/">18- to 35-year-olds</a> had previously shown some declines.</p>
<figure class="align-center ">
<img alt="Taylor Swift and Donna Kelce both wear red in support of the Kansas City Chiefs as they watch the first half of an FNL game from a box seat." src="https://images.theconversation.com/files/551553/original/file-20231002-16-eiap6r.jpg?ixlib=rb-1.1.0&rect=5%2C5%2C3518%2C2340&q=45&auto=format&w=754&fit=clip" srcset="https://images.theconversation.com/files/551553/original/file-20231002-16-eiap6r.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=400&fit=crop&dpr=1 600w, https://images.theconversation.com/files/551553/original/file-20231002-16-eiap6r.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=400&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/551553/original/file-20231002-16-eiap6r.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=400&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/551553/original/file-20231002-16-eiap6r.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=503&fit=crop&dpr=1 754w, https://images.theconversation.com/files/551553/original/file-20231002-16-eiap6r.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=503&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/551553/original/file-20231002-16-eiap6r.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=503&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px">
<figcaption>
<span class="caption">Taylor Swift cheers from a suite with Travis Kelce’s mother, Donna Kelce, as the Kansas City Chiefs play the Chicago Bears on Sept. 24, 2023.</span>
<span class="attribution"><a class="source" href="https://www.gettyimages.com/detail/news-photo/taylor-swift-cheers-from-a-suite-with-donna-kelce-as-the-news-photo/1687517675">Cooper Neill/Getty Images</a></span>
</figcaption>
</figure>
<p><strong>2) “<a href="https://www.youtube.com/watch?v=IdneKLhsWOQ">Wildest Dreams</a>”: Capitalize on the many motivations for fandom</strong></p>
<blockquote>“Say you’ll see me again/Even if it’s just in your wildest dreams.” – “Wildest Dreams,” 2014</blockquote>
<p>An entertainment or sports marketer’s wildest dream is to be able to bring in all sorts of fans and deliver on their personal reasons for being there. That’s why marketers are wise to think about “psychographics” in addition to demographic appeals. This means that instead of just segmenting audiences by demographic – such as younger women or college students – marketers tailor their appeals to lifestyles, interests, activities and the way consumers think. </p>
<p>My co-authored research shows that <a href="https://doi.org/10.2501/S0021849906060430">engaged sports fans</a> are motivated by psychological desires such as escape and building self-esteem – everyone wants to be associated with a winner – as well as social motives such as wanting to strengthen in-group bonds and participate in traditions and rituals. </p>
<p>Football is known for intense strategies, masculine bravado and violent hits. So the Swift crossover gives NFL sport marketers an opportunity to attract new fans with different motivations. A good example is when the NFL changed its X (formerly Twitter) bio to <a href="https://theathletic.com/4909874/2023/10/01/taylor-swift-travis-kelce-nfl-jets-chiefs/">“NFL (Taylor’s version)”</a> – a nod to Swiftie in-group identity and humor. New fans who are drawn in by such appeals may become more serious about the sport later.</p>
<p><strong>3) “<a href="https://www.youtube.com/watch?v=VuNIsY6JdUw">You Belong With Me</a>”: Let consumers feel like they belong</strong></p>
<blockquote>“If you could see that I’m the one who understands you, been here all along so, why can’t you see? You belong with me.” – “You Belong With Me,” 2008</blockquote>
<p>When it comes to sports, and especially football, some people think that the game isn’t for them. The NFL and the Chiefs now have a unique opportunity to leverage sudden interest from a group of people not known for being football superfans. But to convert them into regular viewers, they’ll need to make sure the newcomers feel a sense of belonging.</p>
<p>A subtle example of this sort of outreach happened when the Chiefs used social media to <a href="https://twitter.com/Chiefs/status/1706044628787462409?lang=en">welcome Swift</a> – and by extension, her loyal fans – to “Chiefs Kingdom.” Similarly, the league has made it abundantly clear that Swifties are <a href="https://theathletic.com/4909874/2023/10/01/taylor-swift-travis-kelce-nfl-jets-chiefs/">welcome in the stands</a>, even if a small yet loud cohort of NFL fans would <a href="https://theathletic.com/4924355/2023/10/03/nfl-taylor-swift-fans-chiefs/">rather they stay away</a>. This open-mindedness is good for business. </p>
<p><strong>4) “<a href="https://www.youtube.com/watch?v=8xg3vE8Ie_E">Love Story</a>”: Leverage human co–branding and appeals to fun and fantasy</strong></p>
<blockquote>“You’ll be the prince, and I’ll be the princess/It’s a love story, baby, just say yes.” – “Love Story,” 2008 </blockquote>
<p>I study <a href="https://link.springer.com/article/10.1007/s11747-010-0221-6">human brands</a> – the people, well known or emerging, who are the subject of marketing, interpersonal or interorganizational communications. In this age of social media, human branding has never been more important. Having a strong personal brand is associated with more endorsements, Google searches, merchandise sales and ticket sales. So Swift and Kelce are reaping the benefits of <a href="https://www.investopedia.com/terms/c/cobranding.asp">human co-branding</a>. </p>
<p>What makes these particular human brands so compelling? Many Swifties are invested in Taylor’s romantic life and are cheering for her to find love and one day pick out a white dress. This interest and fantasy takes the form of a parasocial – or one-sided – relationship, where one party invests emotional energy and time, while the other person is unaware of the first person’s existence. While these can potentially become harmful, in most cases <a href="https://doi.org/10.1080/00913367.2022.2066034">parasocial interactions</a> are a source of escape, fun and fantasy. </p>
<p>In an era of negative news and doomscrolling, a story that’s fun and entertaining can be powerful. And research in our advertising and branding book shows that sport marketers are eager to <a href="https://www.amazon.com/Advertising-Integrated-Promotion-Angeline-Scheinbaum/dp/0357721403">capitalize on positive appeals</a>.</p>
<figure class="align-center zoomable">
<a href="https://images.theconversation.com/files/559721/original/file-20231115-29-lderl2.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=1000&fit=clip"><img alt="A football fan wearing a Chiefs jersey holds a handmade sign that says " src="https://images.theconversation.com/files/559721/original/file-20231115-29-lderl2.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&fit=clip" srcset="https://images.theconversation.com/files/559721/original/file-20231115-29-lderl2.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=399&fit=crop&dpr=1 600w, https://images.theconversation.com/files/559721/original/file-20231115-29-lderl2.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=399&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/559721/original/file-20231115-29-lderl2.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=399&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/559721/original/file-20231115-29-lderl2.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=502&fit=crop&dpr=1 754w, https://images.theconversation.com/files/559721/original/file-20231115-29-lderl2.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=502&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/559721/original/file-20231115-29-lderl2.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=502&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px"></a>
<figcaption>
<span class="caption">A Taylor Swift fan holds a sign in the stands of the Chiefs-Minnesota Vikings game on Oct. 8, 2023. The game was held in Minneapolis, more than a thousand miles from Boston.</span>
<span class="attribution"><a class="source" href="https://www.gettyimages.com/detail/news-photo/kansas-city-chiefs-fan-holds-up-a-sign-in-reference-to-news-photo/1724636637">Stephen Maturen/Getty Images</a></span>
</figcaption>
</figure>
<p><strong>5) “<a href="https://www.youtube.com/watch?v=osdoLjUNFnA">Exile</a>”: Don’t just think locally</strong></p>
<blockquote>“You’re not my homeland anymore/So what am I defending now?” – “Exile,” 2020</blockquote>
<p>A final insight for brands and marketers is to not be constrained by geography. With digital commerce and social media, researchers have become increasingly interested in “faraway fans” who travel long distances to events. In a recent study about professional cycling fanship in sporting-event sponsorship, my colleagues and I found that sport event attendees that traveled from farther away <a href="https://doi.org/10.2501/JAR-2022-001">were more invested</a> in the event and more willing to buy merchandise. This has big implications for new fans who may travel to Kansas City to catch a glimpse of Taylor Swift. </p>
<p>The Swift/Kelce relationship and the NFL’s highlighting of it is one example of why it is important not to be hemmed in by geography. As one cardboard sign at a recent Chiefs game in Kansas City proclaimed, “I traveled here to see Taylor Swift!”</p><img src="https://counter.theconversation.com/content/214827/count.gif" alt="The Conversation" width="1" height="1" />
<p class="fine-print"><em><span>Angeline Close Scheinbaum does not work for, consult, own shares in or receive funding from any company or organization that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.</span></em></p>Of course the NFL is embracing Taylor Swift.Angeline Close Scheinbaum, Dan Duncan Endowed Professor of Sports Marketing.Associate Professor of Marketing, Clemson UniversityLicensed as Creative Commons – attribution, no derivatives.tag:theconversation.com,2011:article/2146872023-10-11T19:32:50Z2023-10-11T19:32:50ZThe rising cost of living is eroding brand loyalty as consumers seek more cost-effective alternatives<figure><img src="https://images.theconversation.com/files/553090/original/file-20231010-26-fam18k.jpg?ixlib=rb-1.1.0&rect=0%2C0%2C3829%2C2584&q=45&auto=format&w=496&fit=clip" /><figcaption><span class="caption">Cutting back on pricier food items and focusing on more affordable staple foods could help consumers deal with rising food costs, but these strategies affect brand loyalty.</span> <span class="attribution"><span class="source">(Shutterstock)</span></span></figcaption></figure><iframe style="width: 100%; height: 100px; border: none; position: relative; z-index: 1;" allowtransparency="" allow="clipboard-read; clipboard-write" src="https://narrations.ad-auris.com/widget/the-conversation-canada/the-rising-cost-of-living-is-eroding-brand-loyalty-as-consumers-seek-more-cost-effective-alternatives" width="100%" height="400"></iframe>
<p>As Canadians <a href="https://globalnews.ca/news/9985761/food-insecurity-poverty-report-canada">grapple with the rising cost of living</a>, many consumers are reevaluating their daily choices and purchase habits. <a href="https://www150.statcan.gc.ca/n1/daily-quotidien/230718/dq230718a-eng.htm">The cost of groceries</a> is forcing many households to make difficult decisions, like having to choose between food quality and affordability.</p>
<p>Amid these economic pressures, the concept of <a href="https://doi.org/10.1002/9781118785317.weom090154">brand loyalty</a> — the preference consumers have for a particular brand over others — is undergoing a significant shift. Brand loyalty is the result of a mix of factors, including <a href="https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/1721/im_en_2006_02_Matzler.pdf">trust</a>, <a href="https://doi.org/10.3390/foods11070969">habit</a> and <a href="http://dx.doi.org/10.6007/IJARBSS/v8-i2/3885">the perceived value of goods</a>.</p>
<p>Brand loyalty <a href="https://doi.org/10.1362/026725706776861226">significantly benefits retailers by boosting sales</a>. Not only <a href="https://www.forbes.com/sites/forbesagencycouncil/2020/01/29/the-value-of-investing-in-loyal-customers/">do existing customers spend more money than new customers</a>, but brand loyalty also reduces the amount brands need to spend on advertising. Effective loyalty programs increase <a href="https://doi.org/10.1177/22786821211000182">customer retention</a> and result in positive word-of-mouth, meaning companies can <a href="https://www.gsb.stanford.edu/faculty-research/publications/effects-brand-loyalty-competitive-price-promotional-strategies">spend less on marketing</a>.</p>
<p>Losing loyalty, on the other hand, can result in a competitive disadvantage for retailers. It can lead to revenue loss, increased marketing and customer acquisition costs and <a href="https://www.proquest.com/docview/1681254739">negative word-of-mouth</a>. </p>
<p>Once a cornerstone for many food retailers, brand loyalty is eroding as consumers <a href="https://financialpost.com/news/canadians-cutting-back-inflation-not-everything">prioritize immediate cost savings</a> over long-term brand relationships.</p>
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<iframe width="440" height="260" src="https://www.youtube.com/embed/tslEy_u8jhk?wmode=transparent&start=0" frameborder="0" allowfullscreen=""></iframe>
<figcaption><span class="caption">Nearly seven million Canadians are struggling to put food on the table. (Global News)</span></figcaption>
</figure>
<h2>Adapting to rising food costs</h2>
<p><a href="https://retail-insider.com/retail-insider/2022/05/consumers-in-canada-changing-spending-patterns-due-to-inflation-study-interview/">Inflation is impacting a wide range of income groups</a>: 81 per cent of lower-income, 50 per cent of middle-income and 35 per cent of high-income earners in Canada are impacted by inflation, spending less on clothing, beauty products and big-ticket items.</p>
<p>Consumers have been adopting various strategies to manage their budgets. <a href="https://canadiangrocer.com/canadians-prefer-eat-home-despite-high-food-prices-survey">Three-quarters of Canadians say they dine out less often</a> because of the rising cost of living, and 70 per cent say inflation has shifted the way they cook.</p>
<p>Despite rising grocery prices, <a href="https://www.forbes.com/advisor/ca/investing/is-inflation-making-restaurants-cheaper-than-groceries-heres-what-the-burrito-test-says/">eating at home is still more budget-friendly</a> than eating out and allows for better control over the cost of ingredients. </p>
<p>Some Canadians <a href="https://www.newfoodmagazine.com/news/169541/why-are-canadians-changing-their-eating-habits/">are also modifying their eating habits</a> by altering portion sizes, cutting back on pricier food items and focusing on more affordable staple foods. While these changes help consumers deal with rising costs, they also come at the expense of brand loyalty.</p>
<p>The digital landscape is also playing a key role in this shift. Consumers are increasingly turning to digital platforms to find economical food options. The convenience of online marketplaces and food delivery services <a href="https://doi.org/10.1108/EJMBE-04-2021-0128">exposes them to a wide array of product choices and competitive pricing</a>. </p>
<p>Consumers also use <a href="https://doi.org/10.1080/00207543.2015.1112443">online tools like coupons and price comparison options</a> to seek discounts. Loyalty programs lose their appeal when consumers prioritize immediate savings.</p>
<p>This transparency and the ease of comparing prices online encourage consumers to explore various brands, making it more challenging for traditional food brands to sustain customer loyalty. </p>
<h2>Changing consumer priorities</h2>
<p>As prices rise and budgets tighten, consumers are more inclined to seek out more cost-effective options, which often means <a href="https://doi.org/10.1509/jmkr.42.2.141.62296">abandoning favourite brands in pursuit of better value</a>.</p>
<p>One report found that <a href="https://www.firstinsight.com/press-coverage/study-heres-how-inflation-is-changing-consumers-shopping-habits">42 per cent of consumers now seek sales or shop clearance</a>, 40 per cent adhere to a budget, 28 per cent buy less overall and 25 per cent prefer bulk stores or warehouse retailers.</p>
<p>In pursuit of cheaper alternatives, consumers become more open to trying <a href="https://brandstrat.co/wp-content/uploads/2022/08/navigating-inflation-in-retail-six-actions-for-retailers-1.pdf">private-label or store-brand products, discounted brands and generic or unbranded options</a>. These alternatives provide shoppers with a practical way to cope with rising prices, allowing them to manage their expenses while maintaining a satisfactory level of product quality.</p>
<p>Inflation also leads to changes in spending habits in a phenomenon known as <a href="https://doi.org/10.1287/mksc.1100.0630">consumption smoothing</a>. This often involves delaying the purchase of durable goods, prioritizing the purchase of necessities and opting for store-brand products.</p>
<p>In essence, consumers shift their priorities toward cost management, which in turn reduces their loyalty to specific brands. Food companies need to adapt to these changing consumer needs by recognizing affordability and value take precedence in an inflationary market.</p>
<h2>What can retailers do?</h2>
<p>The shift away from brand loyalty can pose challenges for business owners and retailers who depend on consumer spending. Aside from the most obvious solution to the issue — lowering prices — there are other things retailers can do to win back customers.</p>
<p>First, retailers can use <a href="https://www.forbes.com/sites/forbestechcouncil/2019/01/08/dynamic-pricing-the-secret-weapon-used-by-the-worlds-most-successful-companies/">dynamic pricing</a>, allowing them to adjust prices based on factors like supply and demand, inventory and competition. This approach enables them to offer competitive prices and discounts <a href="https://doi.org/10.1111/poms.13525">while also minimizing food waste</a>.</p>
<p>Second, retailers can also introduce loyalty programs that go beyond conventional point-based systems. By using personalized data from consumers, <a href="https://doi.org/10.1016/j.jretconser.2022.103088">retailers can tailor rewards and incentives</a> to match individual shopping habits, experiences and preferences. Retailers can also collaborate with other businesses and <a href="https://doi.org/10.1016/j.jbusres.2019.01.031">incorporate gamification elements</a> to further enhance loyalty.</p>
<p>Lastly, retailers should consider using a <a href="https://www.forbes.com/sites/forbesbusinessdevelopmentcouncil/2021/09/09/four-powers-of-value-based-marketing/?sh=374b560d2400">value-oriented marketing</a> approach to elevate consumer experiences. Retailers should <a href="https://doi.org/10.1007/s11747-017-0523-z">communicate the value of their products</a>, emphasizing quality, nutritional benefits and unique features to justify their price points.</p>
<p>Simultaneously, investing in exceptional customer experience, both in-store and online, can foster strong emotional connections between retailers and consumers. When consumers feel valued by brands, they are more likely to stay committed to that brand’s products. By assuring customers of their commitment to value, retailers can play a crucial role in guiding consumers through these challenging times.</p><img src="https://counter.theconversation.com/content/214687/count.gif" alt="The Conversation" width="1" height="1" />
<p class="fine-print"><em><span>The authors do not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and have disclosed no relevant affiliations beyond their academic appointment.</span></em></p>Once a cornerstone for many food retailers, brand loyalty is eroding as consumers prioritize cost savings over long-term brand relationships.Seung Hwan (Mark) Lee, Professor and Associate Dean of Engagement & Inclusion, Ted Rogers School of Management, Toronto Metropolitan UniversityOmar H. Fares, Lecturer in the Ted Rogers School of Retail Management, Toronto Metropolitan UniversityLicensed as Creative Commons – attribution, no derivatives.tag:theconversation.com,2011:article/2112632023-09-06T21:21:02Z2023-09-06T21:21:02ZYour iPhone will soon be able to track your mental health with iOS 17, but what are the implications for your well-being?<figure><img src="https://images.theconversation.com/files/546529/original/file-20230905-19-uo066u.jpg?ixlib=rb-1.1.0&rect=157%2C44%2C4730%2C3263&q=45&auto=format&w=496&fit=clip" /><figcaption><span class="caption">A new mood tracker will ask users to rate how they feel both daily and in random moments.</span> <span class="attribution"><span class="source">(Shutterstock)</span></span></figcaption></figure><iframe style="width: 100%; height: 100px; border: none; position: relative; z-index: 1;" allowtransparency="" allow="clipboard-read; clipboard-write" src="https://narrations.ad-auris.com/widget/the-conversation-canada/your-iphone-will-soon-be-able-to-track-your-mental-health-with-ios-17-but-what-are-the-implications-for-your-well-being" width="100%" height="400"></iframe>
<p>When Apple’s <a href="https://www.apple.com/ca/newsroom/2023/06/apple-previews-new-features-coming-to-apple-services-this-fall/">latest software updates</a> drop this month, users will have access to mental <a href="https://www.apple.com/newsroom/2023/06/apple-provides-powerful-insights-into-new-areas-of-health/">health and wellness</a> features unlike anything currently available in a smartphone. With the Apple Watch and iOS health app, Apple has long striven to <a href="https://www.reuters.com/technology/apple-outlines-health-technology-strategy-new-report-2022-07-20/">cement itself in the health-care tech space</a>. But the new features go beyond the standard heart rate, sleep, calorie and fitness trackers that have become universal in smart tech. </p>
<p>A new mood tracker (dubbed “State of Mind”) will ask users to rate how they feel both in random moments (from unpleasant to pleasant) and daily. Mental health questionnaires will provide users with a preliminary screening for depression (using the <a href="https://doi.org/10.3928/0048-5713-20020901-06">PHQ-9 screening tool</a>) and anxiety (using the <a href="https://doi.org/10.1001/archinte.166.10.1092">GAD-7 screening tool</a>) that can alert them to their risk levels and connect them to licensed professionals in their area.</p>
<p>Finally, Apple is introducing a journaling app that can collect user data from photos, texts, music/gaming/TV history, location, fitness etc. to give users a holistic picture of each day. </p>
<p>Those who use Apple’s <a href="https://research-methodology.net/apple-ecosystem-closed-effective/">ecosystem</a> know that it’s <a href="https://slate.com/technology/2021/06/apple-wwdc-ios15-new-features-walled-garden.html">extensive and powerful</a>, and true Apple devotees will use an Apple product for nearly every digital experience they have.</p>
<p>This means Apple is in the position to arrive at unique insights about a user’s life. What they’re proposing in iOS 17 is to essentially hold a mirror up to their users, allowing them to see their lives through their interactions with technology. </p>
<h2>Tracking mental state</h2>
<p>As a philosopher of psychology who studies how technology is changing the way people relate to their mental health, and as an avid Apple fan, I wanted to try out these new features as soon as possible. I downloaded the public beta software in July and want to share my insights about how we might approach this new technology.</p>
<p>The State of Mind tool is simple to use. When opening the Health App after updating to iOS 17, I was prompted to start tracking my mental state. I can choose to log a state at a specific time (for example, how did I feel at 2:30 p.m. today?), or to log my mental state for the day. </p>
<p>The sliding scale of mental states is visually appealing. The screen turns blue when I slide to the “unpleasant” options and orange when I slide to the “pleasant” options. </p>
<p>After settling on a mental state, users are prompted to give some context. </p>
<p>First, there’s a predetermined list of emotions that might describe the user’s mental state (for example, “anxious,” “content,” “happy,” “excited”), and then a list of factors that might be contributing to that mental state (such as “work,” “friends,” “current events”). Here users can write in something specific that will be included in the log. </p>
<p>If they use it daily, users can access a calendar of daily mental states and a graph that visualizes the cycle of states over a given week, month or year. Clicking on any data point will pull up the details of that day, any momentary moods the user logged and the context the user provided. </p>
<p>The user interface functions similarly to the other health metrics Apple already logs. It is a minimalist design that offers easily digestible data. Users can access mental state metrics on the home screen of the app with their other health data. </p>
<figure class="align-left ">
<img alt="A screenshot of the State of Mind graph presented with the author's exercise data over the past month." src="https://images.theconversation.com/files/542365/original/file-20230811-25-7c96ld.png?ixlib=rb-1.1.0&q=45&auto=format&w=237&fit=clip" srcset="https://images.theconversation.com/files/542365/original/file-20230811-25-7c96ld.png?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=1299&fit=crop&dpr=1 600w, https://images.theconversation.com/files/542365/original/file-20230811-25-7c96ld.png?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=1299&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/542365/original/file-20230811-25-7c96ld.png?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=1299&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/542365/original/file-20230811-25-7c96ld.png?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=1633&fit=crop&dpr=1 754w, https://images.theconversation.com/files/542365/original/file-20230811-25-7c96ld.png?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=1633&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/542365/original/file-20230811-25-7c96ld.png?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=1633&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px">
<figcaption>
<span class="caption">Mood data can be presented alongside exercise minutes, inviting users to draw conclusions about them.</span>
<span class="attribution"><span class="source">(Owen Chevalier)</span></span>
</figcaption>
</figure>
<p>When using the mental well-being features, I can’t help but think the introduction of them is a step closer to <a href="https://plato.stanford.edu/entries/enhancement">transhumanism</a>, which is the amalgamation of humans and technology, and eventual replacement of the human body with technology. </p>
<p>Instead of just measuring physical fitness (tracking workouts, counting calories), the iPhone and Apple Watch can be holistic measures of me as a person. They can define not only my active life but also my mental life. I can scroll through an Apple-branded definition of who I am. Eventually, I can become the Apple ideal version of myself. </p>
<p>On the surface, it is helpful to see that I often rate days more highly when I’m active and sleep enough (although it doesn’t take AI to know that). However, as a researcher I know that there’s a limit to what data can tell us, based on the measurements we use and our <a href="https://plato.stanford.edu/entries/scientific-knowledge-social/#SciSoc">biases as interpreters</a>.</p>
<p>I wonder how the average Apple user will interpret this data, and whether they will start shaping their lives to arrive at graphs that look desirable. </p>
<p>The late philosopher Ian Hacking describes a <a href="https://www.thebritishacademy.ac.uk/documents/2043/pba151p285.pdf">looping effect</a> between people and the labels they’re given. Looping effects are prominent in the algorithm-driven software we use. Researchers have found people’s TikTok feeds become <a href="https://doi.org/10.5210/spir.v2020i0.11172">reflections of their self-concept</a> as they begin to trust the insights AI draws from the feedback they’ve given. </p>
<p>However, TikTok algorithms are not blank slates for self-concept creation. They’re designed to <a href="https://www.nytimes.com/2021/12/05/business/media/tiktok-algorithm.html">put people into marketing categories to sell them to advertisers</a>.</p>
<p>Apple isn’t trying to <a href="https://www.wired.com/story/apple-privacy-data-collection">sell your data</a>; its <a href="https://www.apple.com/legal/privacy/pdfs/apple-privacy-policy-en-ww.pdf">privacy policy</a> states, “Apple does not share personal data with third parties for their own marketing purposes.” But its health app reflects its corporate mandates and the world it wants to create. </p>
<p>In an <a href="https://time.com/5472329/apple-watch-ecg/">interview with <em>Time</em></a>, Apple CEO Tim Cook said, “Apple’s largest contribution to mankind will be in improving people’s health and well-being.” </p>
<p>Apple is a company of ideals. Compared to traditional computer marketing, which highlights performance specs, Apple pioneered selling computers by advertising who a user can be with a Mac. This was the purpose behind their <a href="https://www.cultofmac.com/441206/today-in-apple-history-its-time-to-think-different/">“Think Different”</a> campaign. Even when Apple does discuss technical details of computer performance, their use of flashy visuals and vague language makes it <a href="https://www.youtube.com/watch?v=b6g6rDDt9x8">difficult to accurately assess</a> their products against competitors.</p>
<figure class="align-center ">
<img alt="Chart comparing the CPU Performance of Apple's M1 chip against other laptops." src="https://images.theconversation.com/files/545391/original/file-20230829-16-4esk5c.png?ixlib=rb-1.1.0&q=45&auto=format&w=754&fit=clip" srcset="https://images.theconversation.com/files/545391/original/file-20230829-16-4esk5c.png?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=301&fit=crop&dpr=1 600w, https://images.theconversation.com/files/545391/original/file-20230829-16-4esk5c.png?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=301&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/545391/original/file-20230829-16-4esk5c.png?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=301&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/545391/original/file-20230829-16-4esk5c.png?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=379&fit=crop&dpr=1 754w, https://images.theconversation.com/files/545391/original/file-20230829-16-4esk5c.png?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=379&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/545391/original/file-20230829-16-4esk5c.png?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=379&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px">
<figcaption>
<span class="caption">While Apple provides graphs like these, they do not provide enough information to be valuable as a comparison tool. Instead, they reflect Apple’s branding and are marketed to users who may not be concerned with the details of computer performance.</span>
<span class="attribution"><a class="source" href="https://www.apple.com/ca/newsroom/2020/11/apple-unleashes-m1/">(Apple)</a></span>
</figcaption>
</figure>
<p>The messaging is clear: An Apple user is not just someone who owns a piece of tech, but someone who is cool, creative, colourful and individualistic. Now they can be healthy and well-adjusted, too. </p>
<p>But corporate mandates can be hollow because at their core they exist to increase profits. Apple’s success as a company comes from its ability to <a href="https://doi.org/10.1016/j.accfor.2013.06.003">own the consumer</a>. </p>
<p>With an airtight ecosystem, users become dependent on Apple for all their digital needs. By integrating health into that ecosystem, those users may be dependent on Apple for their well-being too. I’m not sure what happens when people incorporate their Apple self into their self-concept, but it might make them better consumers and more productive employees. Ultimately, this is the goal of <a href="https://www2.deloitte.com/content/dam/Deloitte/ca/Documents/about-deloitte/ca-en-about-blueprint-for-workplace-mental-health-final-aoda.pdf">corporate mental health</a>. </p>
<p>Just as spa days and five-minute yoga breaks can only go so far in improving mental health, it’s not clear that iOS 17 is the medical revolution Apple hopes it will be.</p><img src="https://counter.theconversation.com/content/211263/count.gif" alt="The Conversation" width="1" height="1" />
<p class="fine-print"><em><span>Owen Chevalier does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.</span></em></p>New features on Apple iOS 17 aim to give users insights into their mental health, but they may also shape how people see themselves.Owen Chevalier, PhD Student, Philosophy Department, Western UniversityLicensed as Creative Commons – attribution, no derivatives.tag:theconversation.com,2011:article/2033882023-09-04T15:26:09Z2023-09-04T15:26:09ZBrand-backed influencer campaigns can be hard to spot – how to tell if a company is behind a social media post<figure><img src="https://images.theconversation.com/files/545952/original/file-20230901-25-zovk4b.jpg?ixlib=rb-1.1.0&rect=30%2C0%2C6659%2C4003&q=45&auto=format&w=496&fit=clip" /><figcaption><span class="caption">
</span> <span class="attribution"><a class="source" href="https://www.shutterstock.com/image-photo/cheerful-caucasian-millennial-woman-fitness-coach-2045181803">Prostock-studio/Shutterstock</a></span></figcaption></figure><p>Nearly three-quarters of Generation Z (people born between 1996 and 2010) follow at least one influencer on social media platforms and <a href="https://www.marketingdive.com/news/gen-z-relies-on-influencers-for-purchase-decisions-kantar-says/582890/#:%7E:text=Almost%20half%20(44%25)%20of,study%20shared%20with%20Mobile%20Marketer.">44% buy things</a> based on influencers’ recommendations.</p>
<p>This age group is estimated to comprise as much as <a href="https://www.weforum.org/agenda/2021/03/gen-z-unemployment-chart-global-comparisons/">30% of the global population</a>, so marketers sit up and take notice when influencers become popular among this age group. Having a popular influencer talk about your product on social media can make your brand go viral.</p>
<p>Companies understand this and many are prepared to rejig their marketing plans to collaborate with influencers <a href="https://www.forbes.com/sites/forbesagencycouncil/2023/01/04/what-sho/?sh=13dcfe642793">to boost brand awareness and sales</a>. But it’s reasonable to be suspicious of such collaborations. </p>
<p>Some <a href="https://www.influencerintelligence.com/blog/zM/brand-vs-influencer-the-fight-for-creative-control">research shows</a> 45% of marketers want to control the content and aesthetics of this type of influencer post. More specifically, 39% of US and UK and 55% of German marketers want complete control over the creative content of the influencers they work with, just like with other types of ad.</p>
<h2>An unvarnished opinion</h2>
<p>But part of the appeal of an influencer is that they are supposed to be a real-life person trying out a product and giving their natural reaction. So followers typically expect influencers to provide genuine information rather than to succumb to the control of a brand. Blatant promotion of unrealistic or unsustainable lifestyles, or the misrepresentation of facts by influencers, could result in a flood of unfollows. </p>
<p>Our <a href="https://onlinelibrary.wiley.com/doi/full/10.1002/mar.21749">research shows</a> Gen Z consumers are more intolerant towards influencer campaigns perceived to be explicitly marketer-controlled versus more natural recommendations by social media personalities.</p>
<p>And people are more likely to “punish” social media influencers with larger follower numbers for sharing biased and fake campaigns, according to our research. Companies sponsoring the campaigns are not insulated from the ire of the followers either. We found that brands seen to be sponsoring these campaigns can suffer as a result. </p>
<p>Volvo’s influencer marketing campaign in collaboration with Chriselle Lim, a beauty, fashion and lifestyle influencer is <a href="https://core.ac.uk/download/pdf/521880674.pdf">a good example</a> of this. <a href="https://www.affable.ai/blog/4-lessons-learnt-from-influencer-marketing-failures">Lim partnered with Volvo in 2015</a> to create a professional video highlighting that the brand is environmentally responsible and safety conscious, which was significantly different from her usual beauty content. Her followers <a href="https://brands.joinstatus.com/brand-influencer">reportedly</a> questioned the credibility of the tie-up as a result.</p>
<figure class="align-center ">
<img alt="Woman in yellow top and blue jeans, white shoes sitting cross-legged with phone and disapproving expression." src="https://images.theconversation.com/files/545955/original/file-20230901-25309-6t1m2h.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&fit=clip" srcset="https://images.theconversation.com/files/545955/original/file-20230901-25309-6t1m2h.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=400&fit=crop&dpr=1 600w, https://images.theconversation.com/files/545955/original/file-20230901-25309-6t1m2h.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=400&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/545955/original/file-20230901-25309-6t1m2h.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=400&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/545955/original/file-20230901-25309-6t1m2h.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=503&fit=crop&dpr=1 754w, https://images.theconversation.com/files/545955/original/file-20230901-25309-6t1m2h.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=503&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/545955/original/file-20230901-25309-6t1m2h.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=503&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px">
<figcaption>
<span class="caption">Fed up with influencers.</span>
<span class="attribution"><a class="source" href="https://www.shutterstock.com/image-photo/full-body-photo-cute-young-girl-2230835971">Roman Samborskyi/Shutterstock</a></span>
</figcaption>
</figure>
<p>Of course, some posts are clearly marked as ads for a brand. Some influencers will even sign up to be an official spokesperson for a brand. But it’s not always very clear that an influencer is a front for a corporate campaign. The UK Advertising Standards Agency (ASA) provides <a href="https://www.asa.org.uk/resource/influencers-guide.html">guidance for influencers</a> but its <a href="https://www.asa.org.uk/advice-online/recognising-ads-social-media.html">research shows</a> social media users still struggle to tell advertising content apart from non-advertising content on social media. </p>
<p>So how can you tell a brand-backed campaign from a real-life review?</p>
<h2>1. Sponsorship Tags</h2>
<p>Campaigns that are marketer-controlled are evident by sponsored tags on some platforms. Meta has “<a href="https://en-gb.facebook.com/business/help/221149188908254">sponsorship disclosures</a>” for its platforms, Facebook, WhatsApp and Instagram. Influencers must declare whether their campaigns are sponsored through a “paid partnership” or not. Meta says it will <a href="https://en-gb.facebook.com/business/help/1045368982822304#:%7E:text=Branded%20content%20posts%20that%20do%20not%20comply%20with%20the%20above%20policies%20are%20subject%20to%20removal%20from%20Meta.">remove any posts</a> that violate its rules on sponsored content.</p>
<p>Some influencers will also use an “in collaboration with” tag for certain campaigns to make their claims credible and authentic if a platform doesn’t have its own official tag. In a marketer-controlled campaign, the brand is often tagged multiple times, making it more of a “brand prominence” post than a typical influencer post.</p>
<p>Without an official sponsorship tag, an influencer could very successfully push biased views and surreptitiously promote brands’ messages for them.</p>
<h2>2. Different types of posts</h2>
<p>During our research, we found that brand-backed influencer posts are sometimes quite different from their regular posts. Influencers act or behave in a different way than their normal content, or the creatives of the posts – how they look and sound – are different. In such situations, a brand becomes the hero of the post rather than the influencer. </p>
<p>Taking this too far can make it very apparent to followers that the influencer is trying to push the agenda of the brand rather than giving their actual opinion on a product. Such unnatural partnerships put the authenticity and credibility of the influencer at stake. </p>
<p>Rachel Arons, a Gen Z influencer, explains <a href="https://www.nytimes.com/2023/05/17/business/tiktok-influencers-gen-z.html">how online personalities remain authentic</a> when she says: “We go on camera and speak like we’re on Facetime with a friend, which is probably less cringe” than a edited brand campaign.</p>
<h2>Making posts more transparent</h2>
<p>To keep their followers happy and engaged, most influencers need to remain real and give their unbiased opinions. They should always make it clear when they are partnering for a campaign or risk losing followers – not to mention customers for the brand. Voluntarily disclosing partnerships could even help build brand credibility. </p>
<p>In fact, brands should partner with influencers to come up with interesting and realistic product depictions instead of just trying to push their own message. Advertising standards should also be more consistent, bringing all platforms accessed by consumers under similar rules – perhaps even those used for advertising and promotions in print and TV ads. </p>
<p>Followers trust these influencers and engage with them and this trust should be protected.</p><img src="https://counter.theconversation.com/content/203388/count.gif" alt="The Conversation" width="1" height="1" />
<p class="fine-print"><em><span>The authors do not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and have disclosed no relevant affiliations beyond their academic appointment.</span></em></p>Fake social media campaigns can negatively affect both influencers and brands.Abhisek Kuanr, Lecturer in Marketing, University of EssexDebasis Pradhan, Professor of Marketing, XLRI Xavier School of ManagementLicensed as Creative Commons – attribution, no derivatives.tag:theconversation.com,2011:article/2080912023-08-15T19:48:20Z2023-08-15T19:48:20ZOnline outrage can benefit brands that take stances on social issues<figure><img src="https://images.theconversation.com/files/539078/original/file-20230724-14742-flc4a2.jpg?ixlib=rb-1.1.0&rect=13%2C17%2C2982%2C2061&q=45&auto=format&w=496&fit=clip" /><figcaption><span class="caption">A large billboard featuring Colin Kaepernick stands on top of a Nike store at Union Square in San Francisco.</span> <span class="attribution"><span class="source">(AP Photo/Eric Risberg)</span></span></figcaption></figure><iframe style="width: 100%; height: 100px; border: none; position: relative; z-index: 1;" allowtransparency="" allow="clipboard-read; clipboard-write" src="https://narrations.ad-auris.com/widget/the-conversation-canada/online-outrage-can-benefit-brands-that-take-stances-on-social-issues" width="100%" height="400"></iframe>
<p>Nike’s advertisement featuring Colin Kaepernick sparked a social media firestorm in 2018. Kaepernick, a former San Francisco 49ers quarterback, first made headlines in 2016 when he <a href="https://www.washingtonpost.com/sports/2020/06/01/colin-kaepernick-kneeling-history/">protested against police brutality by kneeling during the American national anthem</a>.</p>
<p>Those who deemed Kaepernick’s refusal to stand for the anthem as unpatriotic expressed a great deal of outrage and <a href="https://www.reuters.com/article/us-nike-kaepernick-idUSKCN1LK1DK">called for a Nike boycott</a>. Despite initial concerns about the financial impact of Nike’s decision, the advertisement <a href="https://www.vox.com/2018/9/24/17895704/nike-colin-kaepernick-boycott-6-billion">proved successful for the company</a> — Nike earned $6 billion from the campaign.</p>
<p>One explanation for this success is that existing Nike customers rallied behind the brand, <a href="https://www.washingtonpost.com/news/early-lead/wp/2018/09/13/colin-kaepernicks-nike-ad-campaign-gets-more-yeahs-than-nays-from-young-people/">outnumbering those who were outraged</a>. But social media conversations at the time suggested there was an alternative phenomenon taking place. </p>
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Read more:
<a href="https://theconversation.com/nikes-courageous-new-ad-campaign-mixing-racial-politics-with-sport-will-be-vindicated-102707">Nike's courageous new ad campaign mixing racial politics with sport will be vindicated</a>
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<p>Some people expressed support for Nike in response to the outrage but not because they were already loyal customers of the brand. This suggests people who shared Kaepernick’s concerns were motivated by online outrage to support Nike as a way of symbolically defending or supporting their beliefs about racial equity and police brutality. </p>
<p>After seeing this example and noticing more brands were taking stances on social issues through marketing campaigns, <a href="https://doi.org/10.1002/jcpy.1364">we decided to embark on a research project</a>. Our aim was to examine whether brands that take such stances benefit from the ensuing outrage from opposing consumer groups.</p>
<h2>Positive outrage</h2>
<p>We conducted five studies using real examples of brands that took stances on social issues and faced online backlash. Participants were presented a tweet that either expressed outrage or disapproval towards the brand’s social message. We then measured how connected participants felt to the attacked brand and what their intentions to make a purchase from that brand were.</p>
<p>Across all five studies, we found that participants who shared the brand’s promoted values felt more closely connected to it and were more willing to buy its products when they saw an outraged tweet. This was true for the brand that was specifically attacked, but also for other brands with similar social values.</p>
<figure class="align-center ">
<img alt="A collage of tweets by people condemning Nike's advertising campaign featuring Colin Kaepernick" src="https://images.theconversation.com/files/538809/original/file-20230722-41771-xyjt9q.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&fit=clip" srcset="https://images.theconversation.com/files/538809/original/file-20230722-41771-xyjt9q.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=338&fit=crop&dpr=1 600w, https://images.theconversation.com/files/538809/original/file-20230722-41771-xyjt9q.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=338&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/538809/original/file-20230722-41771-xyjt9q.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=338&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/538809/original/file-20230722-41771-xyjt9q.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=424&fit=crop&dpr=1 754w, https://images.theconversation.com/files/538809/original/file-20230722-41771-xyjt9q.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=424&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/538809/original/file-20230722-41771-xyjt9q.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=424&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px">
<figcaption>
<span class="caption">Nike’s 2018 advertisement featuring Colin Kaepernick sparked backlash on social media.</span>
<span class="attribution"><span class="source">(Twitter)</span>, <span class="license">Author provided</span></span>
</figcaption>
</figure>
<p>The underlying psychological reason for this positive outrage effect was that participants perceived the outrage as a threat to their personal social values.</p>
<p>This is consistent with existing theories that suggest public expressions of outrage can <a href="https://doi.org/10.31219/osf.io/dgt6u">be seen as a threat to people’s beliefs and values</a>. In response to such threats, individuals respond by engaging in symbolic acts <a href="https://doi.org/10.1016/S1364-6613(03)00135-9">to defend the threatened value</a>.</p>
<p>Importantly, this feeling of threat and the subsequent positive brand consequences occurred under a certain set of conditions. Namely, the positive outcome occurred when the outrage was expressed by a member of a group with opposing values, such as political opponents, or when the outrage had online viral support.</p>
<h2>Managerial implications</h2>
<p>From a managerial perspective, brands have been hesitant to take sides on <a href="https://hbr.org/2020/02/how-do-consumers-feel-when-companies-get-political">contentious social issues</a>, partly because of the risks associated with triggering online outrage. However, consumers are increasingly expecting companies <a href="https://hbr.org/2020/10/when-should-your-company-speak-up-about-a-social-issue">to speak out on social issues that are important to them</a>. </p>
<p>Our research offers optimism, as it indicates outrage can benefit brands by bolstering support from those who share the promoted values. These are the customers companies should be trying to reach in such marketing activities. </p>
<p>But a word of caution: brands need to be mindful of the <a href="https://doi.org/10.1177/0022243720947682">risks of alienating consumers that hold opposing views</a> about the social issue in question, particularly when a brand’s customer base holds diverse social values. Brands can <a href="https://www.nationalreview.com/corner/bud-light-sales-dropped-21-4-percent-in-april">risk driving away customers and losing profit</a> when they take a stance on social issues.</p>
<figure class="align-center ">
<img alt="A case of Bud Light beer bottles" src="https://images.theconversation.com/files/540874/original/file-20230802-6332-5a9zc3.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&fit=clip" srcset="https://images.theconversation.com/files/540874/original/file-20230802-6332-5a9zc3.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=400&fit=crop&dpr=1 600w, https://images.theconversation.com/files/540874/original/file-20230802-6332-5a9zc3.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=400&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/540874/original/file-20230802-6332-5a9zc3.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=400&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/540874/original/file-20230802-6332-5a9zc3.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=503&fit=crop&dpr=1 754w, https://images.theconversation.com/files/540874/original/file-20230802-6332-5a9zc3.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=503&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/540874/original/file-20230802-6332-5a9zc3.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=503&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px">
<figcaption>
<span class="caption">After Dylan Mulvaney, a transgender influencer, promoted Bud Light on Instagram, a group of consumers called for a boycott of the brand.</span>
<span class="attribution"><span class="source">(AP Photo/Nam Y. Huh)</span></span>
</figcaption>
</figure>
<p>This underscores the importance of ensuring that such social marketing campaigns are aligned with the existing values of a brand’s core customer base. By doing so, brands can navigate the potential risks of alienation while maximizing the potential benefits of generating outrage.</p>
<h2>Societal implications</h2>
<p>As influencial figures, brands have the power to incite social change by taking stances on social issues. To bring about change, <a href="https://www.forbes.com/sites/tommybeer/2020/12/10/colin-kaepernick-partners-with-ben--jerrys-on-namesake-vegan-frozen-dessert/">ideas must spread and gain enough support among the population</a>. </p>
<p>Brands can play a significant role in helping this happen by uniting people and organizations around social issues through marketing campaigns.</p>
<p>While outrage from opposed groups can benefit brands, it’s possible that deliberately courting such controversy may also negatively impact society. One concern that has been raised is that this kind of marketing can <a href="https://abcnews.go.com/Business/companies-increasingly-politics-marketing-risks-experts/story?id=88238066">increase the risk of political polarization</a>. </p>
<p>Polarization has the potential to lead to the <a href="https://theconversation.com/the-parallel-economy-the-rightwing-movement-creating-a-safe-haven-for-deplatformed-conservative-influencers-201999">rise of parallel economies</a>: one for conservatives and another for liberals. The growing trend of companies positioning themselves as “anti-woke” in the United States is an example of this unfolding.</p>
<p>However, more research is still needed to fully grasp the positive and negative effects of these marketing activities on society. To gain a better understanding of this topic, for example, it would be valuable to study how consumer backlash impacts other entities like company employees, policymakers and investors.</p><img src="https://counter.theconversation.com/content/208091/count.gif" alt="The Conversation" width="1" height="1" />
<p class="fine-print"><em><span>Peter Raymond Darke receives funding from the Social Sciences and Humanities Research Council of Canada. </span></em></p><p class="fine-print"><em><span>Theo Noseworthy receives funding from the Social Sciences and Humanities Research Council of Canada. </span></em></p><p class="fine-print"><em><span>Saeid Kermani does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.</span></em></p>Brands are increasingly taking stances on contentious social issues and facing mass outrage on social media. New research shows that this outrage can benefit brands.Saeid Kermani, Assistant Professor of Marketing, Trent UniversityPeter Darke, Professor of Marketing, York University, CanadaTheo Noseworthy, Professor of Marketing, York University, CanadaLicensed as Creative Commons – attribution, no derivatives.tag:theconversation.com,2011:article/2106072023-08-01T21:38:53Z2023-08-01T21:38:53ZThe reaction to ‘X,’ Elon Musk’s rebrand of Twitter, reflects how we feel about brands<figure><img src="https://images.theconversation.com/files/540257/original/file-20230731-248378-gey506.jpg?ixlib=rb-1.1.0&rect=0%2C0%2C3598%2C1998&q=45&auto=format&w=496&fit=clip" /><figcaption><span class="caption">Elon Musk, owner of X Holdings Corp., changed Twitter, Inc. to X Corp. He announced the change on July 23, 2023.</span> <span class="attribution"><span class="source">(Shutterstock)</span></span></figcaption></figure><iframe style="width: 100%; height: 100px; border: none; position: relative; z-index: 1;" allowtransparency="" allow="clipboard-read; clipboard-write" src="https://narrations.ad-auris.com/widget/the-conversation-canada/the-reaction-to-x-elon-musks-rebrand-of-twitter-reflects-how-we-feel-about-brands" width="100%" height="400"></iframe>
<p>Twitter has long been known for its iconic Blue Bird. On July 23, Elon Musk <a href="https://www.bloomberg.com/news/articles/2023-07-27/why-rebrand-twitter-x-elon-musk-s-everything-app-explained-quicktake">announced that this famed logo was going to be replaced with an “X.”</a> After a series of Musk-driven blunders, the disappearance of the Blue Bird has been seen by some as the <a href="https://www.vox.com/culture/2022/11/22/23466381/leaving-twitter-x-saying-goodbye-social-media">final straw in the erasure of Twitter</a> as we know it. </p>
<p>It also serves as a reminder that, despite the meaningful role many logos play in our cultural life, there is someone behind the curtain, pulling the strings.</p>
<p><div data-react-class="Tweet" data-react-props="{"tweetId":"1683171310388535296"}"></div></p>
<p><a href="https://www.theatlantic.com/technology/archive/2023/07/twitter-musk-x-rebrand/674818/">Among the speculation as to why Musk has decided to rebrand Twitter</a>, one thing is certain: the Blue Bird is gone. As this iconic logo disappears from public life — along with “<a href="https://www.merriam-webster.com/dictionary/tweet">tweets</a>” and the Twitter name itself — some are left <a href="https://www.insider.com/twitter-blue-bird-logo-x-elon-musk-replaced-mockery-memes-2023-7">mourning the loss of a brand</a> that <a href="https://www.britannica.com/topic/Twitter">impacted the online social fabric for over a decade</a>.</p>
<h2>Evolving relationships</h2>
<p>The ways in which <a href="https://nyupress.org/9780814787144/authentic/">consumers relate to brands is evolving</a>. Brands not only advertise on Instagram and TikTok, but they also have their own profiles. Brands digitally appear alongside friends, colleagues and politicians. We can text brands for customer service help on WhatsApp alongside family chat groups. </p>
<p>We now interact with brands in an emotional and relational way. This is part of a larger trend of <a href="https://doi.org/10.1016/j.ijresmar.2020.02.007">brands becoming anthropomorphized</a>.</p>
<p>Consumers relate to brands in ways that exceed the bounds of an economic, transactional relationship. Brands arouse emotions in us. Nostalgia is now the <a href="https://thewalrus.ca/zellers-nostalgia/">driving force behind reviving former brands — as the recent revival of Canadian discount brand Zellers is proving</a>.</p>
<figure class="align-center zoomable">
<a href="https://images.theconversation.com/files/540494/original/file-20230801-28-9l0og9.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=1000&fit=clip"><img alt="storefront with the Zellers logo" src="https://images.theconversation.com/files/540494/original/file-20230801-28-9l0og9.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&fit=clip" srcset="https://images.theconversation.com/files/540494/original/file-20230801-28-9l0og9.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=405&fit=crop&dpr=1 600w, https://images.theconversation.com/files/540494/original/file-20230801-28-9l0og9.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=405&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/540494/original/file-20230801-28-9l0og9.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=405&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/540494/original/file-20230801-28-9l0og9.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=508&fit=crop&dpr=1 754w, https://images.theconversation.com/files/540494/original/file-20230801-28-9l0og9.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=508&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/540494/original/file-20230801-28-9l0og9.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=508&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px"></a>
<figcaption>
<span class="caption">The revival of the Canadian discount brand Zellers reflects consumers’ pull towards nostalgia.</span>
<span class="attribution"><span class="source">(Shutterstock)</span></span>
</figcaption>
</figure>
<h2>Emotional connections</h2>
<p>Our emotions are <a href="https://hbr.org/2015/11/the-new-science-of-customer-emotions">being leveraged by companies in deliberate and explicit ways</a>. As consumers we understand the social capital and value of branding. </p>
<p>To mourn the loss of a logo and brand is noteworthy. Despite any feelings we have about Twitter’s former brand, this disappearance reminds us that a brand’s use — and existence — is ultimately outside our control. </p>
<p>This is not to say our collective thoughts and feelings about logos do not matter at all. In fact, public pressure has been the driver in some companies rebranding and <a href="https://www.forbes.com/sites/forbesagencycouncil/2022/08/31/when-the-external-environment-demands-you-rebrand/?sh=43bf5ed35212">evolving their logos</a>, particularly <a href="https://www.npr.org/sections/live-updates-protests-for-racial-justice/2020/09/23/916012582/uncle-bens-changing-name-to-ben-s-original-after-criticism-of-racial-stereotypin#:%7E:text=a%20store%20shelf.-,Mars%2C%20Incorporated%20announced%20on%20Wednesday%20that%20it%20is%20changing%20the,the%20brand%20to%20Ben's%20Original.&text=Uncle%20Ben's%20will%20now%20be,faced%20criticism%20for%20racial%20stereotyping.">racist ones</a>. </p>
<h2>Controlled trademarks</h2>
<p>Logos are trademarks, and as such, they are objects of private property, controlled and owned by corporations as assets. Although trademarks are the perceptible form of a brand, logos only have value because we, as consumers, recognize them. We rely on trademarks in the market to decide what to buy, and what brands to trust. </p>
<hr>
<p>
<em>
<strong>
Read more:
<a href="https://theconversation.com/why-do-some-brands-change-racist-names-and-logos-but-others-dont-heres-what-the-research-says-197605">Why do some brands change racist names and logos, but others don't? Here's what the research says</a>
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<p>In our reliance on brands, and <a href="https://doi.org/10.1086/319618">in forming communities around them</a>, <a href="https://doi.org/10.1017/CBO9781107300880.004">we contribute to their value</a>. Yet, in many ways, in the trademark law landscape, we are tourists.</p>
<p>Trademarks constitute an essential aspect of a brand, and the value of today’s leading brands is in the billions. For example, Canadian brands <a href="https://www.statista.com/statistics/795319/leading-brands-canada-brand-value/">Bell and TD Bank are worth $11.05 billion and $27.54 billion respectively</a>. These astronomical values pale in comparison to the value of global brands; Amazon’s brand in 2022 was worth <a href="https://www.statista.com/statistics/326086/amazon-brand-value/">US$705.65 billion</a>.</p>
<h2>Brands as properties</h2>
<p>There is no doubt that trademarks, as the face of brands, are precious to their owners. They are also meaningful to members of the public in various ways, sometimes forming the face of <a href="https://www.refinery29.com/en-us/2018/05/198398/womens-march-trademark-dispute-movement">social movements</a> or <a href="https://www.theatlantic.com/business/archive/2016/06/how-subarus-came-to-be-seen-as-cars-for-lesbians/488042/">reflecting our identities</a>, but ways in which we can make use of trademarks is limited. </p>
<p>Using someone else’s trademark without their permission infringes their rights to their logo. While there are exceptions to this protection, they are narrow.</p>
<p>For instance, <a href="https://canlii.ca/t/h4jzk">parody and satire are not defences to trademark infringement in Canadian law</a>. Using a company’s logo for cultural criticism and political protest may violate the trademark owner’s rights. </p>
<p><div data-react-class="Tweet" data-react-props="{"tweetId":"1679928755295510530"}"></div></p>
<p>This gives companies legal means to threaten those using their logo in the course of protest or critique — such as <a href="https://thehill.com/lobbying/3687141-medieval-times-sues-its-worker-union-saying-name-violates-its-trademark/">employees looking to organize a union</a> or <a href="https://www.thestar.com/business/personal-finance/united-airlines-fights-legal-battle-with-untied-website/article_ff9d941c-ec4a-583a-902a-b755ba3ddb38.html">unhappy customers who create a “gripe site</a>.”</p>
<p>There are many reasons for this, but a common thread that permeates Canadian law is <a href="https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2419289">understanding trademarks as a form of private property</a>. Just as protesting on someone’s front lawn would be trespassing, protesting with a logo is infringement. </p>
<p>Protecting logos in this way fails to appreciate the social roles they have, and the roles consumers play in developing their meaning.</p>
<h2>Collective meanings</h2>
<p>Logos are not merely commercial assets. They have value that extends far beyond their owners. Logos are a collective site of meaning and protecting them as mere commercial assets may effectively <a href="https://digitalcommons.osgoode.yorku.ca/all_papers/356/">shield trademark owners from public discourse</a>. </p>
<p>As we say goodbye to one of the most iconic logos of the last decade, it is worth pausing to ask what exactly we have lost. As consumers, we sit on the sidelines of trademark protection. As Twitter — erm, X — changes, for better or worse, perhaps it is time our trademark laws change as well.</p><img src="https://counter.theconversation.com/content/210607/count.gif" alt="The Conversation" width="1" height="1" />
<p class="fine-print"><em><span>Alexandra Mogyoros receives funding from the Social Sciences and Humanities Research Council through a SSHRC Explore Grant.</span></em></p>Consumers relate to brands and logos on an emotional level. The response to Elon Musk’s rebranding of Twitter has revealed the emotional connections people have to the brands they use.Alexandra Mogyoros, Assistant Professor in law researching at the intersection of brands, trust, intellectual property and expression, Toronto Metropolitan UniversityLicensed as Creative Commons – attribution, no derivatives.tag:theconversation.com,2011:article/2104322023-07-28T12:20:50Z2023-07-28T12:20:50ZWhy Dunkin’ and Lego rebrands succeeded – but X missed the mark<figure><img src="https://images.theconversation.com/files/539836/original/file-20230727-78107-9s5n36.jpg?ixlib=rb-1.1.0&rect=177%2C0%2C1833%2C1315&q=45&auto=format&w=496&fit=clip" /><figcaption><span class="caption">So far, Twitter's rebrand = X + why?</span> <span class="attribution"><a class="source" href="https://www.gettyimages.com/detail/news-photo/longexposure-shot-shows-both-old-and-new-version-of-twitter-news-photo/1553537563?adppopup=true">Lorenzo Di Cola/NurPhoto via Getty Images</a></span></figcaption></figure><p>Twitter has swapped the <a href="https://apnews.com/article/twitter-x-logo-blue-bird-musk-0689e9a5c3a217afc2fbefeaf0e6d8a8">fluffy bird that used to symbolize the social media platform</a> for a spindly black X. Ditching the company’s well-known logo and changing its name to a letter often <a href="https://symbolsage.com/x-symbol-meaning-symbolism/">associated with danger, death and the unknown</a> is only the <a href="https://www.cnn.com/2022/12/18/tech/twitter-ban-social-media-links">latest user-aggravating</a> step <a href="https://www.theverge.com/2022/10/30/23431931/twitter-paid-verification-elon-musk-blue-monthly-subscription">CEO Elon Musk has taken</a> since he bought Twitter in <a href="https://apnews.com/article/elon-musk-twitter-deal-live-updates-78d68790fb0b9971d6e65b76d97e3670z">October 2022 for US$44 billion</a>.</p>
<p>But it’s the most visually jarring one.</p>
<p>The <a href="https://www.wsj.com/articles/elon-musks-pivot-to-x-draws-strong-opinions-across-twitter-5bc80833">reaction has mainly been a mix of ambivalence</a>, <a href="https://www.newsweek.com/elon-musks-twitter-x-logo-plan-met-ridicule-jokes-1814750">ridicule</a> and <a href="https://www.cnn.com/2023/07/24/media/twitter-x-reliable-sources/index.html">scorn</a>. For the most part, longtime Twitter users are unhappy at what they perceived as another unnecessary change that’s eroding their enthusiasm for the social media platform. It’s hard to find anybody praising the change so far, except perhaps some of <a href="https://www.facebook.com/elonmuskfanpage/">Elon Musk’s most devoted fans</a>. Twitter co-founder <a href="https://twitter.com/jack/status/1683327575517728769">Jack Dorsey signaled</a> that he was finding the uproar overblown.</p>
<p>I’m paying close attention to this corporate pivot because I’m a scholar of <a href="https://scholar.google.com/citations?user=cXqXHpsAAAAJ&hl=en">design who researches social media and brand campaigns</a>. <a href="https://www.thebrandingjournal.com/2015/10/what-is-branding-definition/">Logos and brand names</a> change all the time and rarely cause this much commotion. But because these changes go deeper than most, I believe the risks of damage to the company are greater.</p>
<p><div data-react-class="Tweet" data-react-props="{"tweetId":"1683266038602010624"}"></div></p>
<h2>X’s clumsy design</h2>
<p>X might strike you as a weird brand name, and the change may seem to have happened out of the blue, but Musk has long been smitten with the letter.</p>
<p>In 2000, the founders of PayPal <a href="https://www.washingtonpost.com/history/2023/07/25/elon-musk-paypal-twitter-x-rebrand/">ousted him as CEO for trying to change its name</a> to “X,” his Tesla models are <a href="https://www.ndtv.com/world-news/as-twitter-is-named-x-a-look-at-elon-musks-s3xy-naming-strategy-for-cars-4238936">famously named</a> S, 3, X and Y – which displayed together basically spell out the word “SEXY,” and one of <a href="https://www.yahoo.com/entertainment/elon-musk-changed-son-name-204701460.html">his many children is named X on his birth certificate</a>.</p>
<p>I would describe the new logo, <a href="https://www.theguardian.com/technology/2023/jul/24/elon-musk-reveals-the-new-twitter-logo-x">submitted by a Twitter user</a>, as a white-on-black, sans-serif X consisting of two strokes. It’s minimal and modern – and a stark departure from Twitter’s iconic blue-and-white bird. That shade of blue makes you feel <a href="https://www.verywellmind.com/the-color-psychology-of-blue-2795815">calm and serene</a>; black <a href="https://www.oberlo.com/blog/color-psychology-color-meanings">conveys sophistication and mystery</a>.</p>
<p>And yet even people who know nothing about design are <a href="https://twitter.com/elonmuskewl/status/1683121154188247046">poking fun at the logo’s simplicity</a> and <a href="https://twitter.com/PopCrave/status/1683551440416165889">unprofessional execution</a>. To me, the logo looks suitable for a metaverse strip club or a dating app for robots. </p>
<p><div data-react-class="Tweet" data-react-props="{"tweetId":"1682965462886535168"}"></div></p>
<h2>Facebook’s Meta journey</h2>
<p>Oddball branding is hardly unusual for a big tech company.</p>
<p>When Facebook rebranded itself as Meta in 2021, it was part of a comprehensive, strategic and <a href="https://logo.com/blog/facebooks-new-logo">long-term plan</a>. The transformation signified the company’s aspiration to shift from a social media platform to an enterprise <a href="https://theconversation.com/what-is-the-metaverse-2-media-and-information-experts-explain-165731">focused on the metaverse</a>.</p>
<p>While the goal of a vibrant metaverse <a href="https://blockchainmagazine.net/why-is-metaverse-failing-the-top-10-reasons-for-metaverse-fail/">remains more theoretical than imminent</a>, the rebranding still gave Meta some momentum as it now seeks to <a href="https://qz.com/meta-layoffs-2023-jobs-metaverse-ai-1850196575">shift its focus to artificial intelligence</a>. </p>
<p>Meta’s rebranding highlights the importance of staying relevant and embracing innovation. The company discerned the changing landscape and demonstrated a willingness to adapt in response to shifting consumer needs and preferences. When it realized the metaverse wasn’t materializing, the company focused elsewhere.</p>
<p>Perhaps that openness to trying new things explains why the <a href="https://www.quiverquant.com/threadstracker/">rollout of Threads</a>, Meta’s new competitor for the social media platform formerly known as Twitter, <a href="https://www.forbes.com/sites/rogerdooley/2023/07/05/will-threads-be-a-twitter-killer/">is apparently off to a strong start</a>.</p>
<figure class="align-center zoomable">
<a href="https://images.theconversation.com/files/539648/original/file-20230726-15-7heuat.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=1000&fit=clip"><img alt="A metal t and a metal w are piled up on the ground." src="https://images.theconversation.com/files/539648/original/file-20230726-15-7heuat.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&fit=clip" srcset="https://images.theconversation.com/files/539648/original/file-20230726-15-7heuat.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=400&fit=crop&dpr=1 600w, https://images.theconversation.com/files/539648/original/file-20230726-15-7heuat.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=400&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/539648/original/file-20230726-15-7heuat.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=400&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/539648/original/file-20230726-15-7heuat.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=503&fit=crop&dpr=1 754w, https://images.theconversation.com/files/539648/original/file-20230726-15-7heuat.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=503&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/539648/original/file-20230726-15-7heuat.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=503&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px"></a>
<figcaption>
<span class="caption">A pile of characters removed from a sign on the Twitter headquarters building seen in San Francisco on July 24, 2023.</span>
<span class="attribution"><a class="source" href="https://newsroom.ap.org/detail/TwitterLogo/5a220a8384234fbb86f34740ca413538/photo?Query=twitter&mediaType=photo,video,graphic,audio&sortBy=arrivaldatetime:desc&dateRange=Anytime&totalCount=6881&currentItemNo=6">AP Photo/Godofredo A. Vásquez</a></span>
</figcaption>
</figure>
<h2>From dunking to Dunkin’ and rebuilding Lego’s brand</h2>
<p>When Dunkin’ Donuts trimmed its name to Dunkin’ in 2018, the <a href="https://jkrglobal.com/case-studies/dunkin/">reception was mostly positive</a>. Its customers seemed to get that the company wanted to move away from being closely associated with donuts – a high-calorie pastry with little nutritional value – and toward becoming a “<a href="https://news.dunkindonuts.com/news/releases-20180925">beverage-led, on-the-go brand</a>.”</p>
<p><a href="https://brandsonify.com/case-studies/dunkins-2018-19-rebrand/">That rebrand succeeded</a>, and the company has also stuck with the slogan it adopted a dozen years earlier: “<a href="https://sites.psu.edu/kristenchomosrcl/2019/09/12/america-runs-on-dunkin">America runs on Dunkin’</a>.” </p>
<p><a href="https://www.linkedin.com/pulse/lego-engineered-remarkable-turnaround-its-business-howd-lindstrom/">Lego had another rebranding effort</a> that <a href="https://www.theguardian.com/lifeandstyle/2017/jun/04/how-lego-clicked-the-super-brand-that-reinvented-itself">business school students learn about as a model</a>.</p>
<p>Lego was profitable, popular and beloved for the entire 20th century, but <a href="https://www.lego.com/cdn/cs/aboutus/assets/blte6c97bc4718a1848/Annual_Report_2003_ENG.pdf">around 2003 its sales began to wane</a>. Presumably, kids had too many other toys and digital devices to play with and simply didn’t have the time or patience to assemble small, colorful, plastic blocks anymore.</p>
<p>Undeterred, Lego conducted <a href="https://www.fastcompany.com/3040223/when-it-clicks-it-clicks">extensive market, ethnographic and psychological research</a> to better understand how people in general, and children in particular, play with its wares. The company’s management realized that Lego products can be tied to just about anything.</p>
<p>Lego blocks are used both in original ways – kids make their own creations – and derivative ways, whether it’s recreating a pirate ship or a dinosaur seen in a beloved movie. </p>
<p>So the company began to partner with “Star Wars,” Nintendo, “Jurassic Park” and other brands to market special Lego sets. It also released a movie in 2014 that <a href="https://www.the-numbers.com/movie/LEGO-Movie-The#tab=summary">grossed nearly $500 million</a> – <a href="https://www.bbc.com/news/business-29063790">boosting Lego sales and profits</a>.</p>
<figure class="align-center zoomable">
<a href="https://images.theconversation.com/files/539799/original/file-20230727-15-il508q.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=1000&fit=clip"><img alt="The orange Dunkin' logo see on a big brown building." src="https://images.theconversation.com/files/539799/original/file-20230727-15-il508q.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&fit=clip" srcset="https://images.theconversation.com/files/539799/original/file-20230727-15-il508q.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=363&fit=crop&dpr=1 600w, https://images.theconversation.com/files/539799/original/file-20230727-15-il508q.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=363&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/539799/original/file-20230727-15-il508q.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=363&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/539799/original/file-20230727-15-il508q.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=457&fit=crop&dpr=1 754w, https://images.theconversation.com/files/539799/original/file-20230727-15-il508q.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=457&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/539799/original/file-20230727-15-il508q.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=457&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px"></a>
<figcaption>
<span class="caption">The Dunkin’ brand name and logo no longer includes the word ‘donuts.’</span>
<span class="attribution"><a class="source" href="https://www.gettyimages.com/detail/news-photo/the-corporate-logo-for-dunkin-replacing-the-former-name-of-news-photo/1195087289?adppopup=true">Gary Hershorn/Getty Images</a></span>
</figcaption>
</figure>
<h2>BP rebrand crashed and burned; American Airlines had low altitude</h2>
<p>Many corporate rebrands either don’t work or don’t do much to help their companies.</p>
<p>In 2000, BP changed its branding <a href="https://www.smsusyd.com/post/bp-rebranding-in-2000-marketing-campaign-fails-2#">from British Petroleum to Beyond Petroleum</a>.</p>
<p>Despite efforts to reposition itself as an environmentally responsible company, its actions revealed a contradictory truth. While BP reportedly invested <a href="https://www.theguardian.com/business/2000/jul/25/bp">over $100 million in the rebranding effort</a>, it continued to spend billions more on oil exploration than renewable energy initiatives. BP abandoned the campaign a few years after its massive <a href="https://www.mmc.gov/priority-topics/offshore-energy-development-and-marine-mammals/gulf-of-mexico-deepwater-horizon-oil-spill-and-marine-mammals/">2010 oil spill in the Gulf of Mexico</a>. </p>
<p>After <a href="https://simpleflying.com/american-airlines-us-airways-merger/">merging with US Airways</a> <a href="https://1000logos.net/american-airlines-logo/">in 2013</a>, American Airlines rebranded away from its iconic 1968 logo, which had blue and red letters and an eagle between them symbolizing American power and ingenuity, to a sleek red-and-blue stripe with an abstract eagle beak separating the company’s colors.</p>
<p>The company called the new logo a “<a href="https://www.dezeen.com/2013/01/21/american-airlines-debuts-new-logo-and-livery/">flight symbol</a>.” Some design experts <a href="https://www.businessinsider.com/the-new-american-airlines-logo-is-a-travesty-2014-1">dubbed it a travesty</a>.</p>
<p>Despite the contention, the company <a href="https://urbanjungle.ca/2013/02/american-airlines-what-you-can-learn-from-a-failing-attempt-to-rebrand/">retained the new look</a>.</p>
<figure class="align-center zoomable">
<a href="https://images.theconversation.com/files/539807/original/file-20230727-24380-h4r1mh.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=1000&fit=clip"><img alt="An airplane emblazoned with the old American Airlines branding at an airport." src="https://images.theconversation.com/files/539807/original/file-20230727-24380-h4r1mh.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&fit=clip" srcset="https://images.theconversation.com/files/539807/original/file-20230727-24380-h4r1mh.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=391&fit=crop&dpr=1 600w, https://images.theconversation.com/files/539807/original/file-20230727-24380-h4r1mh.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=391&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/539807/original/file-20230727-24380-h4r1mh.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=391&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/539807/original/file-20230727-24380-h4r1mh.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=492&fit=crop&dpr=1 754w, https://images.theconversation.com/files/539807/original/file-20230727-24380-h4r1mh.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=492&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/539807/original/file-20230727-24380-h4r1mh.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=492&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px"></a>
<figcaption>
<span class="caption">American Airlines adopted a logo in the late 1960s that endured for decades.</span>
<span class="attribution"><a class="source" href="https://newsroom.ap.org/detail/MiamiAirportTravel/073efb53e9d94d1a8aec20677f11f0fa/photo?Query=american%20airlines%20jet&mediaType=photo,video,graphic,audio&sortBy=arrivaldatetime:desc&dateRange=Anytime&totalCount=369&currentItemNo=213">AP Photo/Lynne Sladky</a></span>
</figcaption>
</figure>
<h2>Ultimate fate of X</h2>
<p>I doubt the X rebrand will succeed – and not just because I dislike the new name and logo.</p>
<p>There are some <a href="https://www.cbsnews.com/news/twitter-trademark-x-com-rebrand/">challenging legal issues</a> with naming a major company a letter of the alphabet. The letter X’s use as a brand is already <a href="https://www.thedailybeast.com/elon-musks-twitter-rebrand-as-x-gets-site-blocked-under-indonesia-porn-laws">banned in certain countries</a> because of its prevalence in pornography branding. </p>
<p>And the <a href="https://mashable.com/article/twitter-rebrand-x-brand-identity-crisis-website">rollout has been messy on the company’s own website</a>. Musk reportedly <a href="https://mashable.com/article/elon-musk-twitter-take-x-handle-from-original-user">swiped the @x handle from its original user</a> without offering any compensation. </p>
<p><div data-react-class="Tweet" data-react-props="{"tweetId":"1683551440416165889"}"></div></p>
<p>What’s more, many users had already left the platform because of <a href="https://www.theguardian.com/technology/2022/dec/13/twitter-lose-users-elon-musk-takeover-hate-speech">technical glitches and increased hate speech</a>; the switch to X could make them less likely to come back and won’t make others more eager to stick around.</p>
<p>In Musk’s quest to create what he says will become an app that “<a href="https://www.cnbc.com/2023/07/24/elon-musk-risks-more-damage-to-twitter-business-after-name-change-to-x.html">does everything</a>,” I believe that his X rebrand took Twitter one more step toward being good for hardly anything.</p><img src="https://counter.theconversation.com/content/210432/count.gif" alt="The Conversation" width="1" height="1" />
<p class="fine-print"><em><span>Matthew Pittman does not work for, consult, own shares in or receive funding from any company or organization that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.</span></em></p>A scholar of design who researches brand campaigns critiques the social media platform’s new look.Matthew Pittman, Assistant Professor of Advertising and Public Relations, University of TennesseeLicensed as Creative Commons – attribution, no derivatives.tag:theconversation.com,2011:article/2103932023-07-27T11:11:39Z2023-07-27T11:11:39ZTwitter’s rebrand to X shifts the focus to Musk’s ‘everything app’ plans but here’s why he might have moved too early<p>A succession of upheavals have characterised Elon Musk’s leadership of Twitter since he acquired the social media platform in November 2022 – from his <a href="https://theconversation.com/elon-musks-revived-us-44-billion-twitter-bid-is-another-twist-in-this-tale-but-it-may-not-be-the-last-192039">U-turns on the acquisition</a>, to <a href="https://variety.com/2023/digital/news/elon-musk-twitter-rehire-fired-employees-soros-magneto-1235615023/">firings and rehirings</a> and a <a href="https://www.bbc.co.uk/news/business-66217641">significant drop in advertising revenue</a>. But his latest move is the most significant: abandoning the globally recognised Twitter brand and <a href="https://twitter.com/elonmusk/status/1683378289031761920?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1683378289031761920%7Ctwgr%5E8079f56532d2402dd63dafb547df0abdde191f9b%7Ctwcon%5Es1_&ref_url=https%3A%2F%2Fnews.sky.com%2Fstory%2Felon-musk-reveals-rebranding-of-twitter-as-x-and-what-he-wants-us-to-now-call-a-tweet-12926425">renaming the platform X</a>.</p>
<p>Such drastic changes are usually accompanied by presentations delving into rebrand reasoning from company execs desperate to show how the new image aligns with organisational strategy and company vision. </p>
<p>But in keeping with Twitter’s disruptive nature of late, no in-depth explanation for the X rebrand was given to company outsiders, although Musk invited users to <a href="https://twitter.com/elonmusk/status/1682965462886535168?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1682965462886535168%7Ctwgr%5E366c1942d554cb137d4052f3149c6db0dcfab5b8%7Ctwcon%5Es1_c10&ref_url=https%3A%2F%2Fpublish.twitter.com%2F%3Fquery%3Dhttps3A2F2Ftwitter.com2Felonmusk2Fstatus2F1682965462886535168widget%3DTweet">submit a logo design</a>. In a <a href="https://www.cnbc.com/2023/07/24/read-ceo-linda-yaccarinos-message-to-twitter-staff-about-the-rebrand-to-x.html">widely reported-on</a> internal memo, <a href="https://twitter.com/lindayacc/status/1683353772917940225?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Etweet">chief executive Linda Yaccarino</a> invited staff to “build X” with her and Musk, without giving details as to how and why.</p>
<p><div data-react-class="Tweet" data-react-props="{"tweetId":"1682965462886535168"}"></div></p>
<p>From a <a href="https://www.investopedia.com/terms/b/brand-identity.asp">brand identity</a> perspective, the choice of the X symbol was unsurprising. Musk has used the letter for his engineering company <a href="https://www.spacex.com/">SpaceX</a>, tech startup <a href="https://x.ai/">xAI</a> and now X Corp (he already made the legal change from Twitter Inc. to X Corp in March 2023). </p>
<p>As a symbol, the character is distinctive and expresses a sense of mystery. Its general use as a stand-in for pretty much anything also aligns with Musk’s plans for an “<a href="https://www.youtube.com/watch?v=EwvDmXn0XQg">everything app</a>” that offers much more than a way to communicate. But marketing research and the spotty history of major rebrands indicates Musk will need to do a lot more than change Twitter’s name and a logo to ensure that X really does become “everything” to its users. </p>
<figure class="align-center ">
<img alt="Smartphone showing Elon Musk's X profile will the new logo for the platform." src="https://images.theconversation.com/files/539589/original/file-20230726-21-edulow.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&fit=clip" srcset="https://images.theconversation.com/files/539589/original/file-20230726-21-edulow.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=338&fit=crop&dpr=1 600w, https://images.theconversation.com/files/539589/original/file-20230726-21-edulow.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=338&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/539589/original/file-20230726-21-edulow.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=338&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/539589/original/file-20230726-21-edulow.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=425&fit=crop&dpr=1 754w, https://images.theconversation.com/files/539589/original/file-20230726-21-edulow.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=425&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/539589/original/file-20230726-21-edulow.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=425&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px">
<figcaption>
<span class="caption">The new X logo.</span>
<span class="attribution"><a class="source" href="https://www.shutterstock.com/image-photo/phitsanulok-thailand-july-23-2023-smartphone-2336243341">Tama2u/Shutterstock</a></span>
</figcaption>
</figure>
<h2>Corporate makeovers</h2>
<p>Companies typically change brands in response to <a href="http://www.corporatebrandmatrix.com/the-matrix.asp">structural, strategic and functional drivers</a>. A structural reason might be a change in ownership, with a new logo signalling a new direction. Strategic reasons frequently include either a perception issue – negative associations – or to signal a shift in activities, or reflect a change in consumer preferences. A functional reason could be optimising logo appearance on new platforms such as mobile apps, or to emphasise a brand’s continued relevance.</p>
<figure class="align-right ">
<img alt="A telephone box with the old style BT " src="https://images.theconversation.com/files/539658/original/file-20230726-29-wdarm.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=237&fit=clip" srcset="https://images.theconversation.com/files/539658/original/file-20230726-29-wdarm.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=400&fit=crop&dpr=1 600w, https://images.theconversation.com/files/539658/original/file-20230726-29-wdarm.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=400&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/539658/original/file-20230726-29-wdarm.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=400&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/539658/original/file-20230726-29-wdarm.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=503&fit=crop&dpr=1 754w, https://images.theconversation.com/files/539658/original/file-20230726-29-wdarm.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=503&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/539658/original/file-20230726-29-wdarm.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=503&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px">
<figcaption>
<span class="caption">BT’s logo was very different when it was only a phone company.</span>
<span class="attribution"><a class="source" href="https://www.shutterstock.com/image-photo/lincoln-united-kingdom-29th-september-2019-1670677873">DSO Media/Shutterstock</a></span>
</figcaption>
</figure>
<p>Structural and strategic drivers often reflect a more significant change in the logo’s expression. Early brand logos, for example, frequently express core activities – think <a href="https://www.theguardian.com/media/2003/apr/07/bt.marketingandpr">British Telecom’s piper logo</a>. Tech brands such as Netflix (which included <a href="https://www.businessinsider.com/netflix-original-logo-looked-nothing-like-current-design-2022-8?r=US&IR=T">a film reel</a> in its early logo designs) have also followed this format. </p>
<p>This makes it easier for people to understand what the company does, which is especially important in an organisation’s early years. </p>
<figure class="align-left ">
<img alt="Close-up of a hand holding a smartphone showing an entirely blue screen with the Twitter bird logo in white." src="https://images.theconversation.com/files/539582/original/file-20230726-29-hyfprt.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=237&fit=clip" srcset="https://images.theconversation.com/files/539582/original/file-20230726-29-hyfprt.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=400&fit=crop&dpr=1 600w, https://images.theconversation.com/files/539582/original/file-20230726-29-hyfprt.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=400&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/539582/original/file-20230726-29-hyfprt.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=400&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/539582/original/file-20230726-29-hyfprt.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=503&fit=crop&dpr=1 754w, https://images.theconversation.com/files/539582/original/file-20230726-29-hyfprt.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=503&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/539582/original/file-20230726-29-hyfprt.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=503&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px">
<figcaption>
<span class="caption">The Twitter logo.</span>
<span class="attribution"><a class="source" href="https://www.shutterstock.com/image-photo/twitter-logo-on-phone-bangkok-thailand-1431131597">Top_CNX/Shutterstock</a></span>
</figcaption>
</figure>
<p>Indeed, the Twitter brand identity immediately captured the nature of the platform: the idea of chirping out short bursts of thought as part of a public exchange. This is evident in the bird logo, but also the name – the suggestion of speed in the distinctive consonant blending of “t” and “w” in the brand name and in the user’s ability to “tweet” a short message.</p>
<p>Being known for a specific activity, however, can become a weakness. As brands evolve, a company’s range of activities can expand and the brand message no longer captures the scope of its activities. </p>
<p>In Twitter’s case, the core activity currently remains unchanged, but the rebrand aligns with Musk’s intention to make the platform more than a communication app. He has often discussed idea of creating an “<a href="https://www.axios.com/2023/07/25/elon-musk-everything-app-twitter-x">everything app</a>” – like Tencent’s popular WeChat app in China, which provides communications (similar to WhatsApp) and payment functionality. </p>
<p>WeChat, which has <a href="https://www.statista.com/statistics/255778/number-of-active-wechat-messenger-accounts/">more than 1.3 billion</a> monthly active users, proves there is scope for combining communications (like Twitter) and online financial transactions (like a Paypal) into a promising future proposition: “the <a href="https://elevatesociety.com/the-internet-is-becoming-the/">global town square</a> for everything”. In other words, a platform that is so central to authorisation, communications and transactions that it becomes a single arena for all kinds of exchanges.</p>
<h2>Too soon to signal a new direction?</h2>
<p>But it could be premature to signal an aspiration that is currently inaccurate. Back in 2000, energy giant BP (formerly British Petroleum) rebranded to express a vision of cleaner energy-related activities. First, it shifted to the abbreviation BP and then it claimed that the initials BP stood for “Beyond Petroleum”. But BP’s claim was <a href="https://www.theguardian.com/business/2000/jul/25/bp">perceived as misleading</a> by the public because the message preceded the activity <a href="https://www.forbes.com/sites/scottcarpenter/2020/08/04/bps-new-renewables-push-redolent-of-abandoned-beyond-petroleum-rebrand/?sh=39aca3311ceb">by decades</a>.</p>
<p>On the other hand, in the latter part of the 20th century, US company Philip Morris wanted to move away from a strong <a href="https://www.nytimes.com/2001/11/16/business/philip-morris-to-change-name-to-altria.html">association with tobacco brands</a> built up over decades of selling cigarettes including Marlboro, Chesterfield and Parliament. In the 1970s it started to acquire food and beverage companies including Kraft Inc., before <a href="https://www.investopedia.com/articles/company-insights/090516/top-6-companies-owned-altria-mo-sabl.asp">rebranding to Altria</a> in 2003 (it then <a href="https://www.sec.gov/Archives/edgar/data/764180/000119312507017014/dex991.htm#:%7E:text=Distribution%20Effective%20on%20March%2030,by%20Altria%20to%20Altria's%20shareholders.">spun off its Kraft Food</a> subsidiary in 2007). At the time of the rebrand, this showed the company was becoming more “diversified”. Importantly, the action preceded the message.</p>
<p>By shifting to X.com without much explanation, Twitter could risk following in the footsteps of BP rather than Altria. It’s not clear if Twitter’s users will stick with the platform long term without knowing the underlying reasoning and how it will serve their loyalty – particularly with newer alternatives available such as Meta’s Threads.</p>
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<strong>
Read more:
<a href="https://theconversation.com/threads-new-twitter-rival-looks-like-a-shrewd-move-but-meta-lacks-credibility-209071">Threads: new Twitter rival looks like a shrewd move but Meta lacks credibility</a>
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</p>
<hr>
<p>On the other hand, by <a href="https://www.theguardian.com/technology/2023/jul/23/twitter-elon-musk-says-he-wants-to-change-companys-bird-logo">crowdsourcing X’s logo design</a> (on Twitter, of course), Musk included users in the rebranding process. This is often <a href="https://onlinelibrary.wiley.com/doi/abs/10.1111/ijmr.12020">a critical feature</a> of successful corporate rebranding. </p>
<p>But of course, one of the biggest risks of changing a brand identity from one that has global recognition, recall and awareness, is that users may not like the change. By removing the Twitter brand there is an immediate <a href="https://doi.org/10.2307/1252054">loss of brand equity</a> – the <a href="https://doi.org/10.1108/10610420410546934">positive associations</a> consumers have with the brand – which could ultimately encourage people to move to other platforms.</p>
<p>Musk and the rest of X’s leadership may hope that the recent publicity, as well as the established behaviour of using the app, might reduce some of the impact. But the importance of involving stakeholders in the process will need to extend beyond asking for help with a new logo design. Convincing users to remain loyal will require X to provide a more convenient and engaging future experience on the platform, whatever that may be.</p><img src="https://counter.theconversation.com/content/210393/count.gif" alt="The Conversation" width="1" height="1" />
<p class="fine-print"><em><span>Jamie Marsden does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.</span></em></p>Musk has completed the ultimate act of disruption to Twitter by rebranding the platform. Here’s what that means for the future of the company and its users.Jamie Marsden, Lecturer in Brand Communications, University of LeedsLicensed as Creative Commons – attribution, no derivatives.tag:theconversation.com,2011:article/2086762023-07-13T15:24:47Z2023-07-13T15:24:47ZLooking for work? 3 tips on how social media can help young South Africans<figure><img src="https://images.theconversation.com/files/535248/original/file-20230703-268117-cyhffd.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=496&fit=clip" /><figcaption><span class="caption">Young people are especially quick to adapt to new technology.</span> <span class="attribution"><span class="source">i_am_zews/Shutterstock</span></span></figcaption></figure><p>South Africa has a growing unemployment rate. Statistics show the unemployment rate to be above 60% for those aged 15-24 and over 40% for those aged <a href="https://www.statssa.gov.za/?p=15407">25-34 years</a>. Rankings from the World Bank position South Africa as having the <a href="https://worldpopulationreview.com/country-rankings/unemployment-by-country">highest unemployment rate in the world</a>. </p>
<p>This runaway unemployment rate not only creates precarious, limiting circumstances for individual young people but also poses a threat to the country’s economic growth and global competitiveness.</p>
<p>Another, much more positive statistic from the International Telecommunications Union positions young people as active <a href="https://www.itu.int/hub/publication/d-ind-ict_mdd-2022">adopters of technology</a>. Three-quarters of 15- to 24-year-olds globally use the internet actively. Though the figures show this uptake to be mostly in developed countries, there is progress on the African continent in terms of technology infrastructure to lead to <a href="https://au.int/en/pressreleases/20220727/african-internet-governance-forum-2022-africa-strives-improve-digital">internet usage</a>.</p>
<p>These developments are also noted in South Africa. The country’s internet penetration rate stood at <a href="https://datareportal.com/reports/digital-2023-south-africa#:%7E:text=Internet%20use%20in%20South%20Africa%20in%202023&text=South%20Africa%27s%20internet%20penetration%20rate,at%20the%20start%20of%202023">72.3%</a> of the total population at the start of 2023. This paves the way for greater use of social media.</p>
<p>Our interest as researchers is how young people can use social media to overcome the unemployment challenge in South Africa.</p>
<p>A <a href="https://sajhrm.co.za/index.php/sajhrm/article/view/2047/3254">study</a> we carried out found three key ways for young people to enhance their employability using social media. Our findings, like those of some other <a href="https://www.sciencedirect.com/science/article/abs/pii/S0747563213002070?via%3Dihub">studies</a>, place high importance on the role of social media in a context of high unemployment. </p>
<p>For the study, we interviewed 15 human resources specialists whose work largely focused on recruitment and selection. They help some of South Africa’s leading corporate companies to find the best candidates for certain roles. These were their three key pieces of advice.</p>
<h2>1. Using social media to edify a personal brand</h2>
<p>All the interviewees in our study agreed that social media could be used to edify an individual’s brand. This is something that is becoming common and <a href="https://www.searchenginejournal.com/what-is-personal-branding-why-important/327367/#:%7E:text=Personal%20branding%20is%20the%20process%20of%20creating%20an%20identity%20for,work%20on%20your%20personal%20brand">encouraged globally</a>.</p>
<p>The aim here is clear: through your social media activity you convey a message about yourself. This can be useful to reach out to the outside world in advertising your skills set. Social media platforms such as Facebook, Instagram and LinkedIn are a valuable resource for young jobseekers to achieve this. </p>
<h2>2. Using social media to widen your networks</h2>
<p>Once young people have an idea of what their online “brand” will be, they can start to network. This may be with other jobseekers or prospective employers. Networking offers an opportunity to learn about the world of work, including the challenging labour market. Using information from networking, young people can be better equipped to respond to uncertainty. </p>
<p>Networking on social media platforms could involve attending webinars and discussion forums. A number of social media platforms offer tools enabling interaction through text, audio or video. One participant in our research described the strength of networking like this:</p>
<blockquote>
<p>Networking allows you to build your social capital on two fronts. First, you get access to interact with important stakeholders such as prospective employers. Second … not only information but a learning space from the experience of others. </p>
</blockquote>
<p>Interviewees warned that young jobseekers should not compromise their personal brand. One said:</p>
<blockquote>
<p>Graduates should be warned about the kind of stuff they should and should not post on social media and ensure that their online media presence is closely monitored and updated so that they are aware of what others can see about them. Social media allows for quick and easy judgement-making …</p>
</blockquote>
<p>Universities should consider offering social media and personal branding training awareness so that future graduates are not only aware of complexities in the labour market but also prepared to meet them. Graduate placement offices within universities could take on this training role. </p>
<h2>3. Using social media as a platform for continued learning</h2>
<p>Social media presents young people with an endless reservoir of information about the world. It includes job postings, learnership and internship opportunities, and tips on how to be marketable in an ever changing job market. </p>
<p>One participant in our study with experience recruiting in the technology sector expressed this view:</p>
<blockquote>
<p>For any young person I would say continue to use social media as a fountain of learning. Learn about the world of work through social media. Importantly, also learn about yourself and how you could fit into such a world.</p>
</blockquote>
<h2>Tackling unemployment</h2>
<p>Our research suggests that young people should learn how to search for job opportunities, and advertise their skills and profiles on social media. This can help them tap into a network that might give them a better chance in a situation of high unemployment. </p>
<p>High data <a href="https://mybroadband.co.za/news/cellular/429334-how-much-1gb-of-data-costs-in-south-africa-vs-the-world.html">costs</a> remain a challenge. Companies and content developers can assist here in developing websites that can be accessed with no data cost implication.</p><img src="https://counter.theconversation.com/content/208676/count.gif" alt="The Conversation" width="1" height="1" />
<p class="fine-print"><em><span>Willie Tafadzwa Chinyamurindi receives funding from the National Research Foundation; National Institute for the Humanities and Social Sciences and the National Heritage Council.</span></em></p><p class="fine-print"><em><span>Liezel Cilliers receives funding from the National Research Foundation and the South African Medical Research Council. </span></em></p><p class="fine-print"><em><span>Obrain Tinashe Murire does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.</span></em></p>By building and maintaining a personal brand, young social media users can identify work opportunities.Willie Tafadzwa Chinyamurindi, Professor, University of Fort HareLiezel Cilliers, Professor in Health Informatics, University of Fort HareObrain Tinashe Murire, Senior lecturer in People Development and Technology, Walter Sisulu UniversityLicensed as Creative Commons – attribution, no derivatives.tag:theconversation.com,2011:article/2088902023-07-12T13:30:32Z2023-07-12T13:30:32ZWhen charities engage in ‘brand activism’, research shows they must demonstrate bravery to attract donations<figure><img src="https://images.theconversation.com/files/535381/original/file-20230703-266873-82o4mi.jpg?ixlib=rb-1.1.0&rect=40%2C24%2C5378%2C3623&q=45&auto=format&w=496&fit=clip" /><figcaption><span class="caption">Standing strong.</span> <span class="attribution"><a class="source" href="https://www.shutterstock.com/image-photo/group-people-activists-protesting-on-streets-1836342793">Ground Picture/Shutterstock</a></span></figcaption></figure><p>Charities often rely on <a href="https://www.prweek.com/article/1577681/comic-relief-comms-drop-poverty-porn-focus-empowerment">“warm and fuzzy” images and “poverty porn” tactics</a> to attract donations. But in recent years, some UK not-for-profits have shifted towards <a href="https://theteam.co.uk/blog/battle-of-the-brands-charity-or-movement/">activism-driven campaigns</a>. </p>
<p><a href="https://www.designweek.co.uk/issues/24-30-may-2021/shelter-reveals-activism-inspired-rebrand-from-superunion/">Shelter’s 2021 Fight for Home campaign</a> took a bold stand in support of the human right to safe housing with a protest-inspired logo redesign and a campaign spotlighting real people affected by the UK housing crisis. And more recently, during Pride month (June), charities including the Worldwide Fund for Nature <a href="https://www.wwf.org.uk/pride">changed their logos to a rainbow</a> to signal their LGBTQ+ allyship.</p>
<p>Charities are clearly well positioned to undertake ad campaigns with notions of social change at their core. But our <a href="https://link.springer.com/article/10.1057/s41262-023-00319-8">recent research</a> shows they could risk creating the perception of hypocrisy with such strategies. They need to tread carefully with this kind of “brand activism”, <a href="https://journals.sagepub.com/doi/abs/10.1177/0743915620947359?journalCode=ppoa">defined as taking a stance on a controversial sociopolitical issue</a>.</p>
<p>In March 2023, for instance, <a href="https://www.thirdsector.co.uk/oxfam-boss-hits-back-onslaught-criticism-its-staff-language-guide/communications/article/1817225">Oxfam faced significant backlash</a> when it launched an <a href="https://policy-practice.oxfam.org/resources/inclusive-language-guide-621487/">inclusive language guide</a> stating: “Language has the power to reinforce or deconstruct systems of power that maintain poverty, inequality and suffering”. The conservative right accused Oxfam of being <a href="https://www.newsletter.co.uk/news/politics/oxfam-language-guide-is-woke-drivel-says-mp-after-charity-issues-92-page-document-to-all-staff-4072368">too “woke”</a>. </p>
<p>This kind of brand activism is starkly different to conventional fundraising campaigns. Plus, donors don’t always respond positively to activism from charity brands, according to our research. Charities that want to use brand activism need to be wary if they want to attract donations rather than backlash.</p>
<h2>Charities need to adapt to survive</h2>
<p><a href="https://www.routledge.com/Charity-Marketing-Contemporary-Issues-Research-and-Practice/Hyde-Mitchell/p/book/9780367680893">Research indicates</a> that donors are typically driven by guilt, empathy and the warm glow of doing good, rather than a desire to change the system. So, if a charity wants to activate the desire to incite change, tactics such as brand activism can be more effective – but also controversial. Engaging in activism by taking a public stance on issues such as Black Lives Matter, #Metoo or LGBTQ+ rights could certainly enhance a brand’s image and engage consumers.</p>
<p>Traditionally, charitable organisations have not needed to “virtue signal” to prospective donors. After all, they are what is known in academic research as “<a href="https://link.springer.com/article/10.1057/s41262-020-00224-4">higher purpose natives</a>” – organisations with civic engagement at their core.</p>
<p>But times have changed. A recent report shows signs of recovery to pre-pandemic giving levels but reveals a <a href="https://nfpresearch.com/research/products/charity-awareness-monitor">long-term decline</a> overall. Approximately 69% of people donated to charity in the three months from April to June in 2019, compared to 63% over the same period in 2023. Furthermore, the awareness and visibility of charities are diminishing – research shows fewer people are able to <a href="https://nfpresearch.com/research/products/charity-awareness-monitor">recall the name of a charity</a> when asked.</p>
<p>Charities are also constantly faced with the need to prove their legitimacy as the public raises questions about their <a href="https://www.tandfonline.com/doi/abs/10.1080/10495142.2019.1707744?journalCode=wnon20">transparency and trustworthiness</a>. This is partly due to the increasing engagement of for-profit companies in purpose-driven marketing efforts. </p>
<p><a href="https://theconversation.com/patagonias-founder-has-given-his-company-away-to-fight-climate-change-and-advance-conservation-5-questions-answered-190827">Clothing brand Patagonia</a> focuses on <a href="https://eu.patagonia.com/gb/en/activism/">environmental issues</a>, for example, while ice cream makers Ben & Jerry advocate <a href="https://www.benjerry.com/values">for social and equality matters</a>. </p>
<p>To adapt, survive and make sure their messages are also heard, charities can reposition themselves as movements and start to speak out to honour their core missions. But they also need to think about how best to continue to attract donations – particularly in the wake of <a href="https://www.taylorfrancis.com/chapters/edit/10.4324/9781003134169-103/building-powerful-charity-brands-max-du-bois-robert-longley-cook?context=ubx&refId=5b731e9b-3847-441a-a3b4-7ecfaa8732b2">sector-wide funding cuts</a> – without falling into the trap of “<a href="https://journals.sagepub.com/doi/pdf/10.1177/0743915620947359?casa_token=nqgVILsnQ_wAAAAA:3IXVb4eet7JlE_fI980GhOfwcYsyJCUMgBFs-NBEB6NYXkPOOVeaFIPKksr4ef4tHb23hvjXp-I">woke washing</a>” (when actions are perceived as insincere or performative).</p>
<hr>
<p>
<em>
<strong>
Read more:
<a href="https://theconversation.com/woke-washing-what-happens-when-marketing-communications-dont-match-corporate-practice-108035">Woke washing: what happens when marketing communications don't match corporate practice</a>
</strong>
</em>
</p>
<hr>
<h2>‘Brand bravery’ is essential to support activism</h2>
<p>Our <a href="https://link.springer.com/article/10.1057/s41262-023-00319-8">new research</a> shows that “brand bravery” is key to successful brand activism campaigns in the not-for-profit sector.</p>
<p>Brand bravery should be an important part of a brand’s identity. It involves seven dimensions: <a href="https://www.emerald.com/insight/content/doi/10.1108/JPBM-04-2020-2879/full/html">altruism, boldness, courage, determination, endurance, fearlessness and grit</a>, according to research. Bravery means brands must <a href="https://www.theguardian.com/society/2022/feb/20/attack-on-woke-charities-has-backfired-campaigners-say">stand up</a> for – and communicate – beliefs and values, even if it requires courage and risk-taking. It’s about disrupting the status quo and shaping the future. As it is inherently divisive, the risks may involve losing some existing supporters as a result of taking a stand on certain issues.</p>
<p>In our study, we surveyed 518 British individuals on what they thought about a specific charity’s brand activism strategy, how brave they perceived the charity to be, if they believed the charity was being hypocritical and their overall impression of whether the brand activism strategy added value (brand equity). </p>
<p>We found that, without brand bravery, brand activism negatively impacts donors’ actions and feelings towards the charity. In fact, when people perceive a lack of bravery, they judge a brand to be hypocritical and are less likely to donate.</p>
<p>Donors’ moral foundations also have a part to play. When individuals have a strong concern for justice, they are more likely to perceive activism as a brave rather than a hypocritical act by the brand, which in turn shapes how they respond to the charity.</p>
<figure class="align-center ">
<img alt="Woman with megaphone surrounded by other people with arms raised." src="https://images.theconversation.com/files/535377/original/file-20230703-241360-m0lz6y.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&fit=clip" srcset="https://images.theconversation.com/files/535377/original/file-20230703-241360-m0lz6y.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=405&fit=crop&dpr=1 600w, https://images.theconversation.com/files/535377/original/file-20230703-241360-m0lz6y.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=405&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/535377/original/file-20230703-241360-m0lz6y.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=405&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/535377/original/file-20230703-241360-m0lz6y.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=508&fit=crop&dpr=1 754w, https://images.theconversation.com/files/535377/original/file-20230703-241360-m0lz6y.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=508&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/535377/original/file-20230703-241360-m0lz6y.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=508&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px">
<figcaption>
<span class="caption">Activists.</span>
<span class="attribution"><a class="source" href="https://www.shutterstock.com/image-photo/group-female-activists-protesting-1243858555">Rawpixel.com/Shutterstock</a></span>
</figcaption>
</figure>
<h2>From ‘warm’ to ‘warrior’</h2>
<p>There are <a href="https://www.theguardian.com/commentisfree/2021/oct/14/the-guardian-view-on-the-national-trust-battleground-for-a-culture-war">ongoing discussions</a> about the inequalities that persist in the not-for-profit sector due to problematic institutions, systems and historical structures. The humanitarian sector is perceived to have grown out of a colonialist and racist past, which has cultivated a “<a href="https://www.theguardian.com/commentisfree/2018/feb/20/oxfam-abuse-scandal-haiti-colonialism">white saviour mentality”</a>. </p>
<p>Campaign groups such as <a href="https://charitysowhite.org/">Charity So White</a> have made inroads recently to attempt to dismantle these inequalities. When charities make the move away from being “warm” to being “warriors”, they are raising funds for their own causes. But they are also helping to disrupt the inherent assumption that all not-for-profits and the work they do are inherently “good”. </p>
<p>In this way, brand activism could be a catalyst for change within the third sector, if charities are brave enough to engage in this way.</p><img src="https://counter.theconversation.com/content/208890/count.gif" alt="The Conversation" width="1" height="1" />
<p class="fine-print"><em><span>The authors do not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and have disclosed no relevant affiliations beyond their academic appointment.</span></em></p>People are more likely to donate to charity when the brand shows ‘bravery’ by speaking up about social causes.Zoe Lee, Senior Lecturer in Marketing, Cardiff UniversityAmanda Spry, Lecturer of Marketing, RMIT UniversityJessica Vredenburg, Senior Lecturer (Assistant Professor) of Marketing, Auckland University of TechnologyLicensed as Creative Commons – attribution, no derivatives.tag:theconversation.com,2011:article/2029952023-05-25T13:51:35Z2023-05-25T13:51:35ZGreenwashing: energy companies make false claims about sustainability – they should be held to account<figure><img src="https://images.theconversation.com/files/523404/original/file-20230428-14-ecf5ph.jpg?ixlib=rb-1.1.0&rect=14%2C22%2C4905%2C3253&q=45&auto=format&w=496&fit=clip" /><figcaption><span class="caption">A farmer walks on a marshy shore of a river polluted by oil spills in Nigeria’s Niger delta, region.</span> <span class="attribution"><a class="source" href="https://www.gettyimages.com/detail/news-photo/farmer-walks-on-a-marshy-shore-of-a-river-polluted-by-oil-news-photo/1234984177?adppopup=true">Pius Utomi Ekpei/ AFP</a></span></figcaption></figure><p>Peacebuilding</p>
<p>Companies implement corporate social responsibility (CSR) as a way to present an environmentally responsible image and therefore gain legitimacy in the eyes of their stakeholders. But some companies don’t actually live up to their claims. </p>
<p>Some businesses claim to be doing good for the environment, but don’t. Often they undertake green projects only for marketing purposes or to brand their products. Or they do only what legislation and stakeholder pressure force them to.</p>
<p>But others use CSR to achieve long-term competitive advantages. They see these “sustainable strategies” as a core part of their overall corporate strategy. They align their social commitments with their business objectives. They commit to responsible business practices that reduce their carbon footprint and minimise negative environmental impact.</p>
<p>To understand better the strategic corporate social responsibility, we <a href="https://www.intechopen.com/chapters/83782">analysed</a> relevant studies and theories on CSR strategies. We concluded that companies disclose positive communication while they undertake irresponsible practices. We distinguish two types of CSR strategies:</p>
<ul>
<li><p>those introduced to cope with environmental and social legislation and the stakeholders’ pressure (responsive CSR); and </p></li>
<li><p>strategies considering CSR as a differentiation process aligning social, environmental and financial performances.</p></li>
</ul>
<p>In a second study, we <a href="https://www.intechopen.com/chapters/83415">examined</a> how corporate lobbying could help businesses overcome their irresponsible actions and improve their CSR strategy, specifically after a greenwashing scandal. We explained how this type of incident could bring opportunities to meet stakeholders’ calls for action and how lobbying could drive a cleaner market image. </p>
<p>We <a href="https://www.intechopen.com/online-first/83415">looked at</a> how big firms such as <a href="https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0263596">ExxonMobil, Chevron, Shell and BP</a> in the energy sector use CSR to legitimise their bad practices. An example is <a href="https://www.globalwitness.org/en/campaigns/greenwashing/fossil-fuel-greenwash-since-launch-of-green-claims-code/#:%7E:text=The%20fossil%20fuel%20industry's%20insidious%20record%20of%20greenwashing&text=A%202021%20study%20found%20that,action%20over%20misleading%20environmental%20claims.">posting misleading messaging on the social media</a> about investing in low carbon projects, yet <a href="https://www.euronews.com/green/2022/09/23/shell-bp-exxon-seized-emails-reveal-deceptive-climate-tactics-and-greenwashing">increasing exploration</a> rather than decreasing it.</p>
<p>The energy sector is among the biggest polluters in the world. It <a href="https://ourworldindata.org/emissions-by-sector#energy-electricity-heat-and-transport-73-2">produced</a> 73.2% of global greenhouse gas emissions in 2016.</p>
<p>We found that energy companies used CSR projects to mask their environmentally destructive practices. They also misled the public about environmental achievements – a practice referred to as greenwashing. The studies also set out why, and how, civil society can play an active role in promoting sustainable practices.</p>
<h2>The studies</h2>
<p>Based on a survey of the literature reviewing different methodologies of more than 100 studies, we conclude that it is frequent that businesses in different sectors use elementary strategies to comply with social and environmental regulations. They aim to gain legitimacy in the stakeholders’ eyes without making corporate social responsibility a cornerstone of their overall strategy. </p>
<p>Secondly, the studies address how ambiguous claims, sophisticated euphemisms, or pure lies have become frequent in business communication specifically on sustainable and corporate social responsibility activities. </p>
<p>Thirdly, the studies explain how companies accused of greenwashing (misleading the public about environmental achievements) could use the scandals to rethink their social and environmental strategies and introduce effective changes. </p>
<h2>Misleading information</h2>
<p>Energy companies in 55 countries are committed to the Paris Agreement and a net-zero emission world, aiming at keeping global heating under 1.5°C. But <a href="https://oversightdemocrats.house.gov/news/press-releases/oversight-committee-releases-new-documents-showing-big-oil-s-greenwashing">a US congressional investigation</a> that analysed 200 pages of internal corporate memos found oil giants <a href="https://www.euronews.com/green/2022/09/23/shell-bp-exxon-seized-emails-reveal-deceptive-climate-tactics-and-greenwashing#:%7E:text=A%20US%20congressional%20investigation%20into,and%20joke%20about%20climate%20collapse%5D">such as Shell, Chevron and ExxonMobil</a> were paying lip service to the agreement. </p>
<p>We can read, for instance:</p>
<blockquote>
<p>Shell has no immediate plans to move to a <a href="https://www.desmog.com/2023/02/09/clientearth-lawsuit-uk-shell-board-directors-energy-transition/">net-zero emissions</a> portfolio over our investment horizon of 10-20 years. </p>
</blockquote>
<p>According to Richard Wiles, president of the Centre for Climate Integrity, these revelations are </p>
<blockquote>
<p>the latest evidence that oil giants keep <a href="https://www.euronews.com/green/2022/09/23/shell-bp-exxon-seized-emails-reveal-deceptive-climate-tactics-and-greenwashing#:%7E:text=Politicians%20and%20campaigners%20have%20slammed,the%20Center%20for%20Climate%20Integrity">lying</a> about their commitments to solve the climate crisis and should never be trusted by policymakers.</p>
</blockquote>
<p>However, we also argue that there are negative as well as potential positive outcomes from <a href="https://www.intechopen.com/chapters/83415">greenwashing</a>. </p>
<h2>Negatives and positives</h2>
<p>The negative effects of greenwashing, such as misleading and manipulating consumers, avoiding concrete actions and blocking green transition, can be significant.</p>
<p>The continuous exposure to green claims inspired by superficial green branding can <a href="https://www.intechopen.com/online-first/83782">shape</a> and establish new social norms. And <a href="https://www.emerald.com/insight/content/doi/10.1108/JCM-06-2019-3257/full/html">research has found that</a>, greenwashing can ultimately undermine the establishment of sustainable social norms by eroding trust and credibility in green claims.</p>
<p>But there’s the potential for companies to use a negative situation as an opportunity to initiate positive changes. This is particularly the case when stakeholders, policy and market makers and researchers raise awareness of these practices. Consumers can call for more <a href="https://www.intechopen.com/online-first/83782">transparency</a> and hold companies more accountable when they misbehave. </p>
<p>The 2015 Volkswagen case is instructive. The US government found “irregularities” in tests measuring carbon dioxide emissions levels affecting thousands of cars produced by the German company. The <a href="https://www.epa.gov/enforcement/volkswagen-clean-air-act-civil-settlement">settlement</a> with the US Environmental Protection Agency pushed the company to invest in electric vehicle infrastructure and technology. Volkswagen has subsequently become a key player in the <a href="https://www.volkswagen-newsroom.com/en/press-releases/new-auto-volkswagen-group-set-to-unleash-value-in-battery-electric-autonomous-mobility-world-7313">electric vehicle market</a>.</p>
<p>The public commitment made by companies can also inspire employees to work towards these goals and help to <a href="https://www.intechopen.com/online-first/83415">establish a standard</a> for corporate sustainability.</p>
<h2>Role of civil society</h2>
<p>The outcomes of greenwashing can be heavily influenced by civil society.</p>
<p>In February 2023, the international NGO Global Witness accused one of the largest oil company, Shell, of <a href="https://www.globalwitness.org/en/campaigns/fossil-gas/shell-faces-groundbreaking-complaint-misleading-us-authorities-and-investors-its-energy-transition-efforts/">misleading</a> the US authorities and investors on its green transition. In our <a href="https://www.intechopen.com/chapters/83415">study</a>, we conclude that</p>
<blockquote>
<p>when consumers become aware of socially irresponsible behaviour, their positive identification of the company is interrupted.</p>
</blockquote>
<p>Shell disclosed in its 2021 annual report that 12% of its capital expenditure was dedicated to the development of renewable and green energy solutions. However, only 1.5% was used to develop solar and wind sources and power plants. Global Witness found that the company was undertaking climate-wrecking gas projects.</p>
<p>The NGO has lodged a complaint with the <a href="https://www.sec.gov/newsroom/sec-stories/chair-gary-gensler-marks-2nd-year-sec">Securities and Exchange Commission</a> in the US to investigate Shell’s claims. </p>
<p>This is not a unique scandal in which Shell is involved. </p>
<p>A Dutch court in 2021 found Shell’s subsidiary responsible for the oil spills between 2004 and 2007 in Nigeria. It ordered the company to pay compensation to the four Nigerian farmers who initiated the lawsuit. Shell’s reputation was severely impaired. </p>
<p>The company has pledged to <a href="https://corpaccountabilitylab.org/calblog/2023/2/8/shell-agrees-to-pay-15-million-euros-to-nigerian-farmers-and-fishermen#:%7E:text=A%20historic%20settlement,compensation%20for%20the%20harm%20caused.">compensate</a> the Nigerian farmers with €15 million and install a leak detection system. </p>
<p>Shell also <a href="https://www.britishcycling.org.uk/about/article/20221017-about-bc-static-SHELL-UK-0">partnered</a> with an environmental activist think tank, British Cycling to deliver a green image and enhance the acceptance and desirability of its products and services. But, very quickly, British Cycling was <a href="https://www.independent.co.uk/sport/british-cycling-cycling-shell-british-friends-of-the-earth-b2199756.html">accused</a> of greenwashing. </p>
<p>Ordinary citizens have been part of the increase in greenwashing awareness. For instance, they have launched many environmental “name and shame” campaigns against giants. In July 2020, misleading communication by Air France about its CO₂-neutral flights was <a href="https://www.francetvinfo.fr/economie/transports/greve-a-air-france/vol-neutre-en-co2-la-petite-mention-d-air-france-qui-fait-tiquer-des-scientifiques_4058309.html">retweeted multiple times</a>. </p>
<h2>Next steps</h2>
<p>A carbon footprint can only be evaluated if the consequences and emissions associated with a range of technologies are taken into account. These range from raw material extraction to disposal or recycling. Many renewable energy technologies still rely to some extent on fossil fuels. It is essential to continuously improve their sustainability and efficiency to achieve a low carbon future. </p>
<p>Many businesses are taking advantage of this complexity and marketing to greenwash their business models without making significant changes.</p>
<p>To combat this, the following is needed:</p>
<ul>
<li><p>transparency </p></li>
<li><p>effective regulation</p></li>
<li><p>monitoring </p></li>
<li><p>a genuine and proactive environmental approach to corporate and social responsibility projects.</p></li>
</ul><img src="https://counter.theconversation.com/content/202995/count.gif" alt="The Conversation" width="1" height="1" />
<p class="fine-print"><em><span>The authors do not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and have disclosed no relevant affiliations beyond their academic appointment.</span></em></p>Energy firms are likely to lie about their corporate social responsibility to the environment. Their deception can be turned around for good if they are held accountable.Ouidad Yousfi, Associate Professor of Finance, Université de MontpellierMaha El Kateb, Ph.D candidate, Université de MontpellierLicensed as Creative Commons – attribution, no derivatives.tag:theconversation.com,2011:article/2044092023-05-02T11:20:37Z2023-05-02T11:20:37ZFrom Corona beer to the coronation, the crown is branding fit for a king<p>As a fashion statement or piece of art, crowns are distinguished by their beauty, containing rare jewels, precious metals and velvet in deep, rich colours. As a symbol, crowns are associated with majesty, authority and sovereignty. And as the coronation of King Charles III reminds us, the crown is also a superlative brand. </p>
<p>Though images of crowns are often used in royal branding, it is rare for monarchs these days to actually wear crowns. In the western monarchical tradition, the British monarchy is an exception, with kings and queens undergoing a crowning ceremony. </p>
<p>In the UK the crown encompasses both the monarch and the government, namely King Charles III and His Majesty’s government. The title of the Netflix drama “The Crown” has made this association clear even to international audiences unfamiliar with British constitutional principles. </p>
<p>The reign of late Queen Elizabeth II was represented by a stylised image of <a href="https://www.rct.uk/collection/themes/trails/the-crown-jewels/in-detail-st-edwards-crown">St Edward’s Crown</a>. King Charles III’s reign is represented by an image of the <a href="https://www.college-of-arms.gov.uk/news-grants/news/item/205-royal-cypher%E2%80%99">Tudor Crown</a>, which appears in the king’s royal cypher, coat of arms and the <a href="https://www.royal.uk/news-and-activity/2023-04-04/the-coronation-invitation">invitations for the coronation</a>. In time, it will be seen on state documents, military uniforms, passports and post boxes throughout the UK and the 14 realms where he is head of state.</p>
<hr>
<figure class="align-right ">
<img alt="" src="https://images.theconversation.com/files/518785/original/file-20230331-28-8u26d4.png?ixlib=rb-1.1.0&q=45&auto=format&w=237&fit=clip" srcset="https://images.theconversation.com/files/518785/original/file-20230331-28-8u26d4.png?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=600&fit=crop&dpr=1 600w, https://images.theconversation.com/files/518785/original/file-20230331-28-8u26d4.png?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=600&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/518785/original/file-20230331-28-8u26d4.png?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=600&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/518785/original/file-20230331-28-8u26d4.png?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=754&fit=crop&dpr=1 754w, https://images.theconversation.com/files/518785/original/file-20230331-28-8u26d4.png?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=754&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/518785/original/file-20230331-28-8u26d4.png?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=754&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px">
<figcaption>
<span class="caption"></span>
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</figure>
<p><em>This piece is part of our coverage of <a href="https://theconversation.com/topics/coronation-of-king-charles-iii-134594?utm_source=TCUK&utm_medium=linkback&utm_campaign=Coronation2023&utm_content=InArticleTop">King Charles III’s coronation</a>. The first coronation of a British monarch since 1953 comes at a time of reckoning for the monarchy, the royal family and the Commonwealth.</em></p>
<p><em>For more royal analysis, revisit our coverage of Queen Elizabeth II’s <a href="https://theconversation.com/topics/platinum-jubilee-116056?utm_source=TCUK&utm_medium=linkback&utm_campaign=Coronation2023&utm_content=InArticleTop">Platinum jubilee</a>, and her <a href="https://theconversation.com/topics/death-of-queen-elizabeth-ii-126761?utm_source=TCUK&utm_medium=linkback&utm_campaign=Coronation2023&utm_content=InArticleTop">death in September 2022</a>.</em></p>
<hr>
<p>For monarchies, the crown is the quintessential monarchical symbol – something my colleagues and I in the field of corporate marketing research have described as <a href="https://link.springer.com/article/10.1057/palgrave.bm.2550031">“the crown as a brand”</a>.</p>
<p>Although the European monarchies of Belgium, Denmark, The Netherlands, Luxembourg, Norway, Spain, Sweden and the Vatican, are known as “crowned heads of state”, they forswear coronations and eschew the wearing of crowns. Still, they all use a crown as the marque (or emblem) to represent themselves – see <a href="https://monarchie.lu/en/monarchy/orders-and-coats-arms">Luxembourg</a> and <a href="https://www.kongehuset.dk/en/the-monarchy-in-denmark/the-royal-symbols">Denmark’s</a> coats of arms.</p>
<h2>Crowns of the coronation</h2>
<p>The coronation of King Charles III will be a veritable festival of crowns, featuring seven crowns in total. The king will be crowned with St Edward’s crown by the Archbishop of Canterbury, and he wears this crown once. But during his exit from Westminster Abbey, he will wear the lighter <a href="https://researchbriefings.files.parliament.uk/documents/CBP-9412/CBP-9412.pdf">Imperial State Crown</a>. Queen Camilla will also be crowned with Queen Mary’s crown. The last queen consort to undergo a coronation was in 1937. </p>
<p>Four other crowns will be present during the coronation, worn by the <a href="https://www.college-of-arms.gov.uk/about-us/heralds-officers">kings of arms</a> – senior officers who regulate heraldry (coats of arms) in the UK and participate in major ceremonial occasions. </p>
<p>The three kings of arms from England’s College of Arms will wear crowns decorated with acanthus leaves and engraved with the words of Psalm 50, <a href="http://www.medievalist.net/psalmstxt/ps50.htm"><em>Miserere mei Deus secundum magnam misericordiam tuam</em></a> – “Have mercy on me, O God.” Scotland’s king of arms from the Court of the Lord Lyon will wear a crown which is a facsimile of the <a href="https://exarandorum.com/2023/04/25/crown-of-lord-lyon/">Scottish royal crown</a>. Heraldry can be viewed as an early form of branding. Many UK universities, for example, have a coat of arms as their <a href="https://link.springer.com/article/10.1057/s41262-023-00316-x">visual identity</a>.</p>
<p>An eighth crown – the actual Scottish crown and one of the oldest in Europe – will not be at the coronation, but will be presented to the king at a <a href="https://www.heraldscotland.com/news/23473755.king-charles-coronation-special-scottish-service-planned/">special service</a> later in the year.</p>
<hr>
<p>
<em>
<strong>
Read more:
<a href="https://theconversation.com/how-queen-elizabeth-ii-made-the-british-monarchy-into-a-global-brand-190394">How Queen Elizabeth II made the British monarchy into a global brand</a>
</strong>
</em>
</p>
<hr>
<h2>Crown brands in business</h2>
<p>The exclusiveness and majesty associated with royal crowns has meant that many organisations use a crown as their brand name or logo. The phrase “crowning achievement” refers to an excellent accomplishment. Likewise, a crown in branding communicates quality, status, class and reliability. </p>
<p>Some iconic brands, such as Twinings Tea, Heinz and Waitrose, benefit from an official royal endorsement, having been awarded a <a href="https://theconversation.com/royal-warrants-are-good-for-business-and-benefit-the-british-monarchy-too-192115">royal warrant</a> by a king or queen, or other senior royal family members. They may use the royal coat of arms as a type of royal brand endorsement. </p>
<p>The <a href="https://www.kongehuset.dk/en/organisation-and-contact/the-royal-warrant-and-copyright/">Danish royal warrant</a> entitles an organisation to display “an image of the crown along with the company’s name on signs”. Carlsberg beer is a prominent example of this. </p>
<p>Sometimes permission is granted to use the royal crown as a distinct brand marque as per <a href="https://www.logo-designer.co/the-clearing-creates-new-visual-identity-design-for-ascot-horseracing/">Royal Ascot horseracing</a>, or in a coat of arms such as in the former <a href="https://link.springer.com/article/10.1057/s41262-023-00316-x">Royal College of Science and Technology in Glasgow</a>.</p>
<p>Of course, while some brands have an official royal endorsement, most organisations with a crown name or logo do not have a direct association with monarchy. Sometimes the crown brand name is used for its cultural associations – see the many British pubs called “The Crown”.</p>
<figure class="align-center ">
<img alt="Exterior photo of a London pub called The Crown." src="https://images.theconversation.com/files/523236/original/file-20230427-608-2ow87.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&fit=clip" srcset="https://images.theconversation.com/files/523236/original/file-20230427-608-2ow87.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=400&fit=crop&dpr=1 600w, https://images.theconversation.com/files/523236/original/file-20230427-608-2ow87.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=400&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/523236/original/file-20230427-608-2ow87.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=400&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/523236/original/file-20230427-608-2ow87.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=503&fit=crop&dpr=1 754w, https://images.theconversation.com/files/523236/original/file-20230427-608-2ow87.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=503&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/523236/original/file-20230427-608-2ow87.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=503&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px">
<figcaption>
<span class="caption">Where else can you get a pint fit for a king?</span>
<span class="attribution"><a class="source" href="https://www.shutterstock.com/image-photo/london-uk-sept-2022-view-crown-2255480501">Eric Laudonien/Shutterstock</a></span>
</figcaption>
</figure>
<p>Regal branding has taken hold internationally. Among the companies using a crown name are Couronne (Korean handbags), Crown Bank (USA), Crown Class (Royal Jordanian Airways), Royal Crown Derby (English porcelain), Crowne Plaza Hotels (UK), Crown Royal (Canadian Whiskey), Crown Worldwide Distribution Group (Hong Kong) and Krone (South African sparkling wine). </p>
<p>Those with a crown logo include Columbia University (USA), Cunard (UK), Dolce & Gabbana (Italy), Hallmark Cards (USA), Moët and Chandon (France), Ritz Carlton Hotels (USA) and Rolex (Switzerland). </p>
<p>The Mexican beer brand Corona, which uses both a crown name and logo, is the most valuable beer brand in the world, <a href="https://brandfinance.com/press-releases/18003">worth US$7 billion</a>.</p>
<p>Even in a world of republics, it is clear that the crown as a brand not only endures, but flourishes. The crowning of the king and queen will be the zenith of the coronation service. For producers of Corona beer and other brands featuring crowns around the world, the visual and verbal link of crown and monarchy will be, in a way, a reminder to consumers that their products are fit for a king.</p><img src="https://counter.theconversation.com/content/204409/count.gif" alt="The Conversation" width="1" height="1" />
<p class="fine-print"><em><span>John M.T. Balmer does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.</span></em></p>There will be not one, but seven crowns present at the king’s coronation ceremony.John M.T. Balmer, Professor of Corporate Marketing, Brunel University LondonLicensed as Creative Commons – attribution, no derivatives.tag:theconversation.com,2011:article/1865832023-03-29T15:47:52Z2023-03-29T15:47:52ZHow branding can show people’s love for a place and also help to highlight local challenges<figure><img src="https://images.theconversation.com/files/518005/original/file-20230328-18-uoj98c.jpg?ixlib=rb-1.1.0&rect=71%2C53%2C3868%2C2550&q=45&auto=format&w=496&fit=clip" /><figcaption><span class="caption">
</span> <span class="attribution"><a class="source" href="https://www.shutterstock.com/image-photo/new-york-city-15-may-2019-1743364979">Ingus Kruklitis/Shutterstock</a></span></figcaption></figure><p>The I ♥ NY logo was launched in the 1970s when New York City was at its grittiest and most dangerous. Since then graphic designer Milton Glaser’s creation has been emblazoned on every kind of souvenir imaginable, not to mention inspiring <a href="https://tribecafilm.com/films/i-heart-ny-2018">movies</a>, <a href="https://www.harpersbazaar.com/fashion/designers/news/a20354/raf-simons-new-york-fashion-show/">clothing</a>, <a href="https://newyorkcityfeelings.com/buff-monster-i-love-new-york-graffiti-art-mural/">graffiti</a> and even <a href="https://www.eater.com/2013/3/1/6474109/first-look-the-i-heart-ny-cookbook-from-daniel-humm-will-guidara">food</a>.</p>
<p>More than 50 years later, New York has just updated its iconic branding – <a href="https://www.911memorial.org/connect/blog/story-behind-iconic-post-911-i-heart-new-york-more-ever-logo">not for the first time</a> – to say We ♥ NY as part of an attempt to revitalise the city after COVID lockdowns.</p>
<p>And while lots of people <a href="https://www.newyorker.com/culture/cultural-comment/the-we-heart-nyc-logo-flop">hate the rebrand</a>, it still reflects the intent behind the much-loved original logo. These days it’s hard to argue that the brand hasn’t done the job of communicating exactly how New Yorkers – and many tourists – feel about the city. </p>
<p>Indeed, unlike the kind of brand advertising created for a product, this campaign was never designed to sell anything, but to communicate a feeling about the city by its people. And if people feel more positive about a city or an area, they will be more ready to help improve it. </p>
<p>Such campaigns are developed as part of a <a href="https://www.tandfonline.com/doi/abs/10.1080/02672571003683797">branding process</a> used to whip up feelings about a place. These so-called “place branding” efforts can gather communities around whichever ideas matter most to these people, whether they are social, economic, or even environmental. </p>
<p>Developing a place brand can be complex and challenging, but also immensely rewarding. It can involve government, companies and society in general. It can include events, ideas and investments focused on winning over visitors, residents and investors – all to help social community and local businesses thrive and grow. </p>
<p><a href="https://peoplemakeglasgow.com/">People Make Glasgow</a> is an example of a flexible place brand that can be associated with a wide range of assets and activities. But this kind of brand doesn’t have to convey a straight, positive message about an area, town or city, it can also be connected to specific challenges. </p>
<figure class="align-center ">
<img alt="The famous shopping district in the city, Buchanan Street, is shown filled with people during an afternoon day. A pink sign on a lamp post says " src="https://images.theconversation.com/files/518007/original/file-20230328-14-n561dq.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&fit=clip" srcset="https://images.theconversation.com/files/518007/original/file-20230328-14-n561dq.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=400&fit=crop&dpr=1 600w, https://images.theconversation.com/files/518007/original/file-20230328-14-n561dq.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=400&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/518007/original/file-20230328-14-n561dq.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=400&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/518007/original/file-20230328-14-n561dq.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=503&fit=crop&dpr=1 754w, https://images.theconversation.com/files/518007/original/file-20230328-14-n561dq.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=503&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/518007/original/file-20230328-14-n561dq.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=503&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px">
<figcaption>
<span class="caption">Crowds pass underneath a sign emblazoned with Glasgow’s place branding logo on Buchanan Street in the city.</span>
<span class="attribution"><a class="source" href="https://www.shutterstock.com/image-photo/glasgow-scotland-june-8-2019-famous-1431162593">Kilmer Media/Shutterstock</a></span>
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<p>More recent attempts at branding a location have aimed to <a href="https://www.tandfonline.com/doi/abs/10.1080/0267257X.2013.800901">galvanise</a> communities to work together to create and communicate a shared identity – not just right now, but also in the future. In many cases, this includes highlighting challenges such as the impact of climate change. </p>
<h2>Using branding to inspire support</h2>
<p>As <a href="https://onlinelibrary.wiley.com/doi/full/10.1111/gcb.12581">climate change increasingly affects areas in different ways</a>, communities are starting to use place branding to help address specific environmental challenges. This makes sense since <a href="https://josis.org/index.php/josis/article/view/209">people tend to be attached to where they live</a>, and <a href="https://egin.org.uk/learn-more/renew-wales/">communities often seek ways to act locally</a> to work against or mitigate the effects of climate change. </p>
<p><a href="https://www.inspiredbyiceland.com/">Inspired by Iceland</a> is a good example of this. The country launched a “<a href="https://www.euronews.com/green/2019/06/07/iceland-gives-tap-water-luxury-branding-in-plastic-free-tourism-push">premium tap water</a>” brand in 2019 to encourage residents and visitors to go plastic-free while in Iceland by drinking its tap water.</p>
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<p>Integrating climate-related issues into the branding process communicates to everyone – including tourists, investors, residents and public and private sector bodies – that climate action is a priority. It shows that it’s integral to <a href="https://josis.org/index.php/josis/article/view/114">local identity and discourse</a>, as residents seek to protect their home’s environmental features. </p>
<p>Place branding may also affect local or even national government policy making. This is what happened in Palau, a Micronesian island in the western Pacific. In 2017 its government started to <a href="https://palaupledge.com/#:%7E:text=Palau%20Pledge&text=Palau%20is%20the%20first%20nation,and%20future%20generations%20of%20Palauans.">require all visitors to sign a pledge</a> to be “ecologically and culturally responsible” before they could set foot in the country.</p>
<p><a href="https://visitfaroeislands.com/en/closed">The Faroe Islands</a> in the north Atlantic, took a slightly different approach in 2019 by declaring itself “closed for maintenance, open for voluntourism”. This initiative was used by islanders and local businesses to promote community cohesion. It also offers tourists a unique chance to connect with the core values of the country.</p>
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<h2>Adapting to new challenges</h2>
<p>Most places are limited in their ability to adapt to challenges such as climate change. Unlike residents, local businesses and tourists, a city or country can’t relocate itself. Instead, an area must adapt, which can become <a href="https://www.sciencedirect.com/science/article/pii/S026151771400212X">a multifaceted and politically challenging process</a> simply due to the range of people and organisations involved. Diverse community needs and imbalances of power held by public and private sector organisations only add to the challenge. </p>
<p>In reality, even though place branding is very much about community cohesion, diverse communities are not necessarily equally involved in the decision-making process. It’s important to recognise that initiatives – whether national, regional, or local – can only go so far, and policy-led change is also required, especially when dealing with challenges such as environmental degradation.</p>
<p>Place branding has become a useful tool to accompany such policies. People can also become quite attached to these brands. Indeed, rather than any reluctance to help the city face new challenges, the opposition to the We ♥ NY update shows the strength of feeling for the city and perhaps even for its brand.</p><img src="https://counter.theconversation.com/content/186583/count.gif" alt="The Conversation" width="1" height="1" />
<p class="fine-print"><em><span>Sonya Hanna receives funding through the Bangor University Innovation and Impact Award, respectively for projects titled: 'Lucozade and Litter: how can we prevent single-use plastic pollution' and 'Capitalising on the Slate Landscape UNESCO World Heritage Site and the Development of Sustainable and Regenerative Tourism in Northwest Wales'.. </span></em></p><p class="fine-print"><em><span>Thora Tenbrink works for Bangor University and currently receives funding through the Bangor University Innovation and Impact Award, by SellSTEM MSCA ITN Project No. 956124, and by the UKRI-funded RECLAIM Network Plus grant (EP/W034034/1).</span></em></p>Places as diverse as New York City and the Faroe Islands have developed brands to build positive feelings that translate into tourist dollars and, increasingly, support for the environment.Sonya Hanna, Lecturer in Marketing, Bangor UniversityThora Tenbrink, Professor of Linguistics, Bangor UniversityLicensed as Creative Commons – attribution, no derivatives.tag:theconversation.com,2011:article/2008442023-03-08T19:39:37Z2023-03-08T19:39:37ZThe marketing tricks that have kept Barbie’s brand alive for over 60 years<figure><img src="https://images.theconversation.com/files/514011/original/file-20230307-16-wetih1.jpg?ixlib=rb-1.1.0&rect=235%2C84%2C3687%2C2547&q=45&auto=format&w=496&fit=clip" /><figcaption><span class="caption">
</span> <span class="attribution"><a class="source" href="https://www.shutterstock.com/image-photo/penang-malaysia-26-dec-2018-barbie-1286874817">TY Lim/Shutterstock</a></span></figcaption></figure><p>Rejected by the toy industry <a href="https://time.com/4197596/barbies-triumphs-and-controveries-57-years-of-highs-and-lows/">at first</a>, Barbie is now one of America’s <a href="https://www.newsweek.com/brandspark-most-trusted-brands-america-2022">most trusted brands</a>. “She” – the 11.5 inch blonde doll, but also her brand persona – generated worldwide sales of around <a href="https://www.statista.com/statistics/370361/gross-sales-of-mattel-s-barbie-brand/">US$1.5 billion</a> (£1.3 billion) in 2022, and has a <a href="https://www.statista.com/statistics/1009126/barbie-brand-value-worldwide/">brand value</a> of US$590 million.</p>
<p>Barbie debuted on March 9 1959 at the New York International Toy Fair as Barbie Teenage Fashion Model. Sixty-four years later, the doll continues to be the subject of cultural, sociological and psychological interest. By creating an <a href="https://books.google.co.uk/books/about/How_Brands_Become_Icons.html?id=thiThfWnZ6UC&redir_esc=y">iconic brand</a> with special meaning for fans of all ages (<a href="https://edition.cnn.com/2023/01/12/business/barbie-for-preschoolers/index.html">Barbie is marketed to children aged three and older</a>), toy company Mattel has successfully extended the lifecycle of the Barbie brand for well over half a century. </p>
<p>Barbie is also a polarising figure. The brand embodies the notion of a “<a href="https://scholars.unh.edu/cgi/viewcontent.cgi?article=1422&context=law_facpub">double bind</a>”, celebrated as an inspirational role model while at the same time <a href="https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4164067">blamed</a> for creating unrealistic expectations of women, particularly when it comes to how they should look. </p>
<p>But while most toys remain popular for only two or three years, Barbie’s long-term success reflects Mattel’s responsiveness and adaptability to the changing cultural and political discourse in society and around this doll. So how has the company done it?</p>
<h2>A Barbie girl, in a Barbie world</h2>
<p><a href="https://www.tandfonline.com/doi/full/10.1080/0267257X.2013.764346">Research shows</a> there are many ways to build and sustain brand characters, but Mattel has used a <a href="https://www.researchgate.net/profile/Stephen-Brown-9/publication/233625831_Where_the_wild_brands_are_Some_thoughts_on_anthropomorphic_marketing/links/59cdf88fa6fdcce3b34b5cb8/Where-the-wild-brands-are-Some-thoughts-on-anthropomorphic-marketing.pdf?_sg%5B0%5D=started_experiment_milestone&origin=journalDetail&_rtd=e30%3D">“multiply” strategy</a> for Barbie. This has involved introducing other characters that play supporting roles in Barbie’s “world”.</p>
<p>Over the years, these supporting acts were introduced to portray Barbie’s relationship with friends and family. First there was Ken (1961), Barbie’s boyfriend, then her younger sister Skipper (1964), followed by friends including Midge (1963) and Christie (1968), the first black Barbie character. </p>
<p>The storylines and individual characteristics of these additional characters connect to Barbie’s persona and increase brand visibility. Mattel has also used storytelling tactics such as announcing that Barbie and Ken had officially broken up on Valentine’s Day in 2004 (<a href="https://ew.com/article/2011/02/14/ken-barbie-back-together-valentines-day/">they got back together in 2011</a>). Such stories resonate with <a href="https://onlinelibrary.wiley.com/doi/full/10.1002/mar.21758">fans’ emotions</a>, sustaining interest in the brand.</p>
<p>These tactics typically work for a while, but how has Mattel sustained true <a href="https://academic.oup.com/jcr/article/46/2/330/5253362?login=false">brand longevity</a> for this long? There are many strategies designed to <a href="https://www.academia.edu/35653109/Managing_brands_for_the_long_run_Brand_reinforcement_and_revitalization_strategies">revitalise mature brands</a>. Mattel successfully extended Barbie’s brand to capture new audiences, drive growth and expand into new types of products beyond dolls.</p>
<p>This is a risky endeavour if the brand is stretched too far. But Barbie’s brand has been successfully extended into other profitable categories such as clothes, accessories, cosmetics and entertainment (music, movies and games). And now, after several computer-animated, direct-to-video and streaming television films, Barbie’s first big budget, live action movie will be released in cinemas in July 2023.</p>
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<iframe width="440" height="260" src="https://www.youtube.com/embed/8zIf0XvoL9Y?wmode=transparent&start=0" frameborder="0" allowfullscreen=""></iframe>
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<p>Early reports suggest the movie – helmed by Oscar-nominee Greta Gerwig, who also directed Little Women (2019) and Lady Bird (2017) – is <a href="https://www.radiox.co.uk/news/tv-film/barbie-release-date-trailer-cast-age-rating-reviews/">likely to be rated PG-13</a>. This is not the “universal” rating you might expect for a film about a popular toy. It hints at another strand of Mattel’s successful Barbie branding strategy: nostalgia.</p>
<h2>Life in plastic, it’s fantastic</h2>
<p>Alongside ongoing efforts to appeal to young girls, Mattel also deliberately <a href="https://www.taylorfrancis.com/chapters/edit/10.4324/9781003282303-15/creating-collecting-curating-emily-aguil%C3%B3-p%C3%A9rez">targets older consumers</a>. Specific objects – not just toys but clothes, food such as sweets, or even items like vinyl records – can give a physical form to a set of attitudes, relationships and circumstances for people. This evokes a powerful <a href="https://www.acrwebsite.org/volumes/12098/volumes/sv06/SV%C3%A2%E2%82%AC%2006/full">sense of the past</a>. </p>
<p>This kind of nostalgia <a href="https://www.academia.edu/33508268/SPOKES_CHARACTERS_Creating_Character_Trust_and_Positive_Brand_Attitudes">generates trust</a> and positive attitudes towards a brand, influencing consumer preferences when it comes to choosing between toys. </p>
<p>In addition to the upcoming film, Mattel has attempted to capitalise on the nostalgia Barbie evokes in other ways. It sells more sophisticated designer and limited edition lines of <a href="https://www.thesprucecrafts.com/collectible-barbie-dolls-changes-773817">collectible dolls</a> aimed at adult fans, for example. These items are typically sold in speciality or boutique stores, and carry higher price tags than the average doll.</p>
<figure class="align-center ">
<img alt="New York City, New York/ USA - February 16, 2019: Toy Fair New York Barbie signage at the Jacob Javits Center" src="https://images.theconversation.com/files/513763/original/file-20230306-24-p5oooh.jpg?ixlib=rb-1.1.0&rect=776%2C356%2C3919%2C2436&q=45&auto=format&w=754&fit=clip" srcset="https://images.theconversation.com/files/513763/original/file-20230306-24-p5oooh.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=400&fit=crop&dpr=1 600w, https://images.theconversation.com/files/513763/original/file-20230306-24-p5oooh.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=400&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/513763/original/file-20230306-24-p5oooh.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=400&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/513763/original/file-20230306-24-p5oooh.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=503&fit=crop&dpr=1 754w, https://images.theconversation.com/files/513763/original/file-20230306-24-p5oooh.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=503&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/513763/original/file-20230306-24-p5oooh.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=503&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px">
<figcaption>
<span class="caption">A Barbie banner at the 2019 New York Toy Fair.</span>
<span class="attribution"><a class="source" href="https://www.shutterstock.com/image-photo/new-york-city-usa-february-16-1326790883">Sean P. Aune/Shutterstock</a></span>
</figcaption>
</figure>
<h2>Criticism of Barbie</h2>
<p>As Barbie’s brand has expanded and evolved, the doll has also encountered criticism. Over the years, Barbie went through <a href="https://www.tandfonline.com/doi/pdf/10.1080/13504639851780">many transformations</a> to look more confident, and was marketed as having many life options, particularly when it comes to work. There are now Barbie dolls representing more than 200 careers – from astronaut, surgeon, paratrooper, game developer, architect and entrepreneur to film director and even US president.</p>
<p>But critics have argued that these career dolls are a “<a href="https://www.salon.com/2014/06/18/meet_entrepreneur_barbie_mattels_misfire_attempt_at_inspiring_girls/">misfire attempt at inspiring girls</a>”. This negative perception of the <a href="https://onlinelibrary.wiley.com/doi/abs/10.1002/mar.21477">brand’s moral vision</a> is linked to the notion that Barbie is rooted in an ideal of femininity that still characterises women by their <a href="https://time.com/barbie-new-body-cover-story/">physical appearance</a>.</p>
<p>Barbie has been accused of promoting unrealistic body standards, stereotyping and objectification of women, as well as having a negative influence on girls’ self-esteem and <a href="https://www.researchgate.net/publication/7210496_Does_Barbie_Make_Girls_Want_to_Be_Thin_The_Effect_of_Experimental_Exposure_to_Images_of_Dolls_on_the_Body_Image_of_5-_to_8-Year-Old_Girls">body image</a>. </p>
<figure class="align-center ">
<img alt="Toy Fair New York, Mattel Barbie dolls on display, New York City, February 24, 2020." src="https://images.theconversation.com/files/513759/original/file-20230306-1354-r2pdab.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&fit=clip" srcset="https://images.theconversation.com/files/513759/original/file-20230306-1354-r2pdab.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=400&fit=crop&dpr=1 600w, https://images.theconversation.com/files/513759/original/file-20230306-1354-r2pdab.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=400&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/513759/original/file-20230306-1354-r2pdab.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=400&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/513759/original/file-20230306-1354-r2pdab.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=503&fit=crop&dpr=1 754w, https://images.theconversation.com/files/513759/original/file-20230306-1354-r2pdab.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=503&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/513759/original/file-20230306-1354-r2pdab.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=503&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px">
<figcaption>
<span class="caption">Mattel has attempted to address criticism of Barbie over the years, for example by giving consumers multiple career options to choose from.</span>
<span class="attribution"><a class="source" href="https://www.shutterstock.com/image-photo/new-york-city-usa-february-24-1685825410">Sean P. Aune/Shutterstock</a></span>
</figcaption>
</figure>
<p>So, faced with declining sales and competition from smaller brands offering dolls with more realistic body types (such as <a href="https://uk.lottie.com/">Lottie</a> and <a href="https://lammily.com/">Lammily</a>), Mattel launched “<a href="https://time.com/barbie-new-body-cover-story/">Project Dawn</a>” in 2016. This included the launch of Fashionistas, a line of Barbie dolls with <a href="https://theconversation.com/drastic-plastic-a-look-at-barbies-new-bodies-53877">different body types</a> (curvy, petite and tall) and abilities, skin tones and eye colours, as well as hairstyles and outfits. </p>
<p>But <a href="https://www.sciencedirect.com/science/article/abs/pii/S1740144518302584">research suggested</a> that young girls aged between three and ten prefered the original tall and petite dolls. They were negative about “<a href="https://theconversation.com/why-the-curvy-new-barbie-is-good-news-for-your-little-girl-55008">curvy</a>” Barbie, and this doll also received intense <a href="https://www.researchgate.net/publication/350510598_The_Politics_of_Barbie%27s_Curvy_New_Body_Marketing_Mattel%27s_Fashionistas_Line">public scrutiny</a>.</p>
<p>In 2017, Mattel took another significant step by introducing ethnically and racially diverse dolls of different nationalities, including the first <a href="https://www.nytimes.com/2017/11/14/business/barbie-hijab-ibtihaj-muhammad.html">hijab-wearing Barbie doll</a>. However, <a href="https://read.dukeupress.edu/differences/article-abstract/6/1/46/301186/Dyes-and-Dolls-Multicultural-Barbie-and-the?redirectedFrom=fulltext">this approach prompted criticism</a> that Mattel was treating race and ethnic differences as “collectible”, and commodifying culture. </p>
<p>Despite this, Barbie continues to be a toy that many children play with. The longevity and iconic status of the doll is a tribute to Mattel’s astute marketing and reinvention efforts. These have helped the brand remain relevant even now, 64 years after it was launched.</p><img src="https://counter.theconversation.com/content/200844/count.gif" alt="The Conversation" width="1" height="1" />
<p class="fine-print"><em><span>Sameer Hosany does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.</span></em></p>A branding expert explains how this iconic but controversial doll has gone from teenage reject to movie star in 64 years.Sameer Hosany, Professor of Marketing, Royal Holloway University of LondonLicensed as Creative Commons – attribution, no derivatives.tag:theconversation.com,2011:article/1976052023-02-06T17:49:31Z2023-02-06T17:49:31ZWhy do some brands change racist names and logos, but others don’t? Here’s what the research says<figure><img src="https://images.theconversation.com/files/507724/original/file-20230201-17339-ty73fg.jpg?ixlib=rb-1.1.0&rect=328%2C23%2C3423%2C2212&q=45&auto=format&w=496&fit=clip" /><figcaption><span class="caption">The 131-year-old Aunt Jemima brand name was retired in June 2021 and rebranded as the Pearl Milling Company because of racist stereotypes.</span> <span class="attribution"><span class="source">(Shutterstock)</span></span></figcaption></figure><p>In 2020, against the backdrop of <a href="https://www.nytimes.com/article/george-floyd-protests-timeline.html">global demonstrations against police brutality and systemic racism</a>, several famous food brands around the world, including <a href="https://www.cnn.com/2020/06/17/business/aunt-jemima-logo-change/index.html">Aunt Jemima</a>, <a href="https://www.cbc.ca/news/business/uncle-bens-name-change-1.5735203">Uncle Ben’s</a>, <a href="https://www.cnn.com/2020/10/06/business/eskimo-pie-name-change/index.html">Eskimo Pie</a>, <a href="https://www.abc.net.au/news/2020-11-16/red-ripper-and-cheekies-the-new-name-of-allens-red-skin-chicos/12887278">Red Skins, Chicos</a>, <a href="https://www.just-food.com/news/nestle-to-re-brand-racially-insensitive-beso-de-negra-in-colombia/">Beso de Negra</a> and <a href="https://www.dw.com/en/german-food-maker-knorr-to-rename-gypsy-sauce/a-54585292">Gypsy Sauce</a>, publicly acknowledged the racist origins of their brand names and logos and vowed to change them.</p>
<p>This change was long overdue. Some of these brands, like <a href="https://www.nytimes.com/2021/02/09/business/aunt-jemima-renamed-pearl-milling-company.html">Aunt Jemima</a> and <a href="https://www.scmp.com/news/world/europe/article/3097573/gypsy-sauce-be-renamed-germany-because-racist-connotations">Gypsy Sauce</a>, have been around for over a hundred years. Despite activists and critics protesting the commercial co-optation of their cultures, <a href="https://www.nytimes.com/roomfordebate/2015/06/24/besides-the-confederate-flag-what-other-symbols-should-go/can-we-please-finally-get-rid-of-aunt-jemima">and the racist connotations of certain branding</a>, over the years — <a href="https://www.change.org/p/pepsico-change-aunt-jemima-brand-name-to-nancy-green?redirect=false">especially online via petitions</a> — nothing changed for over a century. </p>
<p>The perseverance of racial slurs and stereotypes in brand names and logos is striking. How were these brands that employ racial stereotypes able to stay in business, despite calls for change? And how can racialized brands successfully terminate racist branding? </p>
<p>My <a href="https://www.journals.uchicago.edu/doi/10.1086/722694">recent study</a>, published in a special issue of the <em>Journal of the Association for Consumer Research</em>, set out to answer these questions by studying the branding change of Zigeunersauce (which means Gypsy Sauce in English), <a href="https://www.euromonitor.com/sauces-dressings-and-condiments-in-germany/report">a popular paprika-based condiment in Germany</a>.</p>
<h2>Eight years of public pressure</h2>
<figure class="align-right ">
<img alt="A hand holding a glass bottle of red sauce that says 'Zigeuner Sauce' on the label" src="https://images.theconversation.com/files/507449/original/file-20230131-22-cgdblv.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=237&fit=clip" srcset="https://images.theconversation.com/files/507449/original/file-20230131-22-cgdblv.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=839&fit=crop&dpr=1 600w, https://images.theconversation.com/files/507449/original/file-20230131-22-cgdblv.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=839&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/507449/original/file-20230131-22-cgdblv.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=839&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/507449/original/file-20230131-22-cgdblv.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=1054&fit=crop&dpr=1 754w, https://images.theconversation.com/files/507449/original/file-20230131-22-cgdblv.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=1054&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/507449/original/file-20230131-22-cgdblv.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=1054&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px">
<figcaption>
<span class="caption">Knorr re-named the popular ‘Zigeunersauce’ to ‘Paprika Sauce Hungarian Style’ because of the brand name’s racist connotations.</span>
<span class="attribution"><span class="source">(Shutterstock)</span></span>
</figcaption>
</figure>
<p>In 2020, <a href="https://apnews.com/article/ap-top-news-race-and-ethnicity-international-news-lifestyle-business-c1d7921699b472e2574b0cd92efeedff">Unilever’s Knorr company re-named the popular Zigeunersauce to “Paprika Sauce Hungarian Style”</a> after years of pressure from activists to discontinue the brand name because of its racist connotations. Several of Knorr’s local competitors, including <a href="https://www.kuehne-international.com/sauces/zigeuner-sauce">Kuhne</a>, <a href="https://www.dw.com/de/knorr-das-dilemma-mit-der-sauce/a-54604457">Homann and Edeka</a> also renamed their sauces.</p>
<p>This change came eight years after a Roma and Sinti rights organization <a href="https://www.thelocal.de/20130815/51421">first publicly attempted to get the name Zigeunersauce changed</a>. In 2013, the Forum for Sinti and Roma sent an open letter to five major food manufacturers asking them to change the name, but the request was rejected.</p>
<p>The Roma are <a href="https://www.britannica.com/topic/Rom">a traditionally nomadic clan-based people</a> who travelled from Northern India across the European continent around the fifteenth century. <a href="https://www.amnesty.org/en/latest/campaigns/2015/04/roma-in-europe-11-things-you-always-wanted-to-know-but-were-afraid-to-ask/">Roma subgroups differentiate themselves</a> according to their clan, language dialects and traditional occupations.</p>
<p>The term <em>zigeuner</em>, or gypsy, is a derogatory term for Roma or Sinti, depending on their subgroup affiliation. <em>Zigeuner</em> is <a href="https://www.routledge.com/Borders-and-Travellers-in-Early-Modern-Europe/Betteridge/p/book/9780754653516">derived from the Greek word <em>athinganos</em></a>, meaning heathen. Over the centuries, it has become loaded with negative racial stereotypes, <a href="https://doi.org/10.1080/10253866.2018.1534733">like associating the group with thievery</a>. </p>
<p>To combat this racist denomination, the moniker Roma, along with a flag and an anthem, was <a href="https://www.proquest.com/openview/09a2dffd3b01abd39b1b2bdee391ec5b/1">created by the European Roma civil rights movement</a> in the 1970s. The Roma have consistently fought against <a href="https://news.un.org/en/story/2022/04/1115752">anti-Roma discrimination, hate speech and microagressions</a> over the years.</p>
<h2>What drives change</h2>
<p>Why did the first public attempt to get Zigeunersauce re-named fail? To understand why, and to understand why the name was eventually changed in 2020, I collected German newspaper articles from 2013 and 2020 that used the keyword “Zigeunersauce.”</p>
<p>I examined the ways German news articles either publicly praised or criticized brands that sold Zigeunersauce, paying particular attention to who was interviewed. I took a critical stance on language, meaning I also focused on the choice of words used.</p>
<p>I found that, in 2020, companies used two main arguments to justify re-naming the racialized brand: anti-racism and social tolerance.</p>
<figure class="align-center ">
<img alt="A man with long, dark hair speaks into a megaphone while attending a protest" src="https://images.theconversation.com/files/508514/original/file-20230206-25-1ssapj.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&fit=clip" srcset="https://images.theconversation.com/files/508514/original/file-20230206-25-1ssapj.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=472&fit=crop&dpr=1 600w, https://images.theconversation.com/files/508514/original/file-20230206-25-1ssapj.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=472&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/508514/original/file-20230206-25-1ssapj.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=472&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/508514/original/file-20230206-25-1ssapj.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=593&fit=crop&dpr=1 754w, https://images.theconversation.com/files/508514/original/file-20230206-25-1ssapj.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=593&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/508514/original/file-20230206-25-1ssapj.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=593&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px">
<figcaption>
<span class="caption">Philip Yenyo, executive director of the American Indian Movement for Ohio, leads a protest of the Cleveland Indians Chief Wahoo mascot before a baseball game against the Detroit Tigers in April 2015 in Cleveland.</span>
<span class="attribution"><span class="source">(AP Photo/Mark Duncan)</span></span>
</figcaption>
</figure>
<p>The anti-racism argument was used to highlight how negative stereotypes were harming the Roma community. On Aug. 16, 2020, <a href="https://www.bild.de/politik/inland/politik-inland/wegen-rassismus-diskussionen-knorr-benennt-zigeunersauce-um-72409712.bild.html">a press statement from a Unilever spokesperson</a> was published in one of Germany’s top selling newspapers:</p>
<blockquote>
<p>“Since the term Gypsy Sauce [Zigeunersauce] can be interpreted negatively, we have decided to give our Knorr Sauce a new name. In a few weeks you will find this on the shelf as Paprika Sauce Hungarian Style.”</p>
</blockquote>
<p>The second argument, social tolerance, focused on the German people, arguing that Germans no longer found certain popular phrases, such as the word gypsy, acceptable.</p>
<p>In 2013, on the other hand, the racialized brand name was maintained using two different arguments: market dynamicizing and romanticizing. The first argument, market dynamicizing, argued that if shoppers were going to continue to buy Zigeunersauce, the brand name should remain unchanged.</p>
<p>A <a href="https://www.bild.de/politik/inland/roma/zigeunersaucen-streit-31833572.bild.html">Unilever press statement from Aug. 14, 2013</a> said:</p>
<blockquote>
<p>“We refer to the long tradition of the term [Gypsy Sauce] and see no negative connotation. There are more frequently purchased products that are named after areas or ethnic groups.” </p>
</blockquote>
<p>The second argument centred on the Roma people themselves. Brand spokespeople romanticized the visible minority group by evoking seemingly positive — but in reality, harmful — stereotypes and fetishization associated with the word gypsy, <a href="https://www.welt.de/vermischtes/article119017549/Waere-Sinti-und-Roma-Sauce-denn-wirklich-besser.html?cid=socialmedia.email.sharebutton">such as exoticness and spiciness</a>.</p>
<p>These findings can help us understand why some companies with racist brands and logos change their branding and why some do not. It can also help us persuade these companies to finally change racialized branding to stand up for racial justice in the marketplace. </p>
<p>These findings also go beyond food products by shedding light on why organizations, like the <a href="https://www.vox.com/first-person/2020/2/1/21115858/super-bowl-chiefs-kansas-city">National Football League’s Kansas City Chiefs</a>, still have racialized logos.</p>
<h2>True accountability</h2>
<p>The old adage of “stick and stones may break my bones, but words shall never hurt me” is not necessarily true. Words can indeed hurt. When cartoon-like, racist representations of marginalized minorities are made widely available through the marketplace, they cause harm. </p>
<p><a href="https://doi.org/10.1093/jcr/ucx049">A study on the consumer behaviour of middle-class African Americans</a> found that marketplace stigma is often experienced as a deep assault on a consumer’s personal worth.</p>
<p><div data-react-class="Tweet" data-react-props="{"tweetId":"1308712716996050945"}"></div></p>
<p>Holding brands with racist logos and slogans accountable is an important step towards alleviating institutionalized racism in the marketplace. To this end, <a href="https://www.rimnetwork.net/">the Race in the Marketplace Network</a> research network has been created to study, produce and disseminate critical race-related work in the market.</p>
<p>Yet companies should not merely change racialized brand names without giving back to the visible minority communities they benefited from for decades. True accountability means making meaningful change.</p>
<p>Examples of more meaningful branding strategies include concrete corporate policy changes, community initiatives and financial donations to relevant nonprofit organizations. For example, PepsiCo, which owned the Aunt Jemima brand, has <a href="https://www.pepsico.com/docs/default-source/diversity-equity-inclusion/REJ_Black_Initiative_2022_Progress_Update.pdf">reportedly invested $22.3 million in Black-owned restaurants</a> as part of their <a href="https://www.pepsico.com/our-impact/diversity/racial-equality-journey/racial-equality-journey-black-initiative">Racial Equality Journey</a> initiative that was launched in 2020.</p><img src="https://counter.theconversation.com/content/197605/count.gif" alt="The Conversation" width="1" height="1" />
<p class="fine-print"><em><span>Ela Veresiu receives funding from the Social Sciences and Humanities Research Council of Canada (SSHRC). </span></em></p>A new study shows how brands can successfully change racist brand names and logos to stand up for racial justice in the marketplace.Ela Veresiu, Associate Professor of Marketing, York University, CanadaLicensed as Creative Commons – attribution, no derivatives.tag:theconversation.com,2011:article/1979482023-01-18T12:02:52Z2023-01-18T12:02:52ZWelcome to Chippendales: why the Disney brand won’t be harmed by provocative programming<p>A true crime series about male strippers, arson and murder-for-hire, marketed with lines like “Women get horny!” and “Blood will spill”? It’s safe to say that Disney+ isn’t the most obvious destination for a show like <a href="https://www.disneyplus.com/en-gb/series/welcome-to-chippendales/5Xes8hB719ux">Welcome to Chippendales</a>.</p>
<p>On the surface, the commission looks risky – a borderline negligent brand mismatch. Surely Welcome to Chippendales’ violent and sexual content threatens the wholesome, family-friendly reputation Disney has spent decades <a href="https://archive.org/details/understandingdis0000wask/page/n1/mode/2up">building up, exploiting and preserving</a>? Surprisingly, no – but this isn’t anything to do with the series itself.</p>
<p>Welcome to Chippendales is a great example of the control Disney now has over its brand and the ways it takes advantage of <a href="https://www.taylorfrancis.com/books/mono/10.4324/9781315396828/online-tv-catherine-johnson">streaming technologies</a> to <a href="https://journals.sagepub.com/doi/epdf/10.1177/0163443717736118">ensure shows circulate with the “right” audiences</a>.</p>
<p>Central to the emergence of edgy, adult-only content on Disney+ was the introduction of its new, adult-oriented Star content hub in February 2021. Nomad (the agency behind the Disney/Star branding) <a href="https://www.nomadstudio.com/work/disney-star">explained</a> that “the new identity system serves as a protective layer between [Star’s] content and the Disney brand, ensuring the two worlds never collide.”</p>
<p>Releasing provocative content such as Welcome to Chippendales under “Star Originals” rather than Disney reduces the chances of unwanted associations rubbing off on the House of Mouse.</p>
<h2>Separation or synergy?</h2>
<p>Brand managers call this “<a href="https://journals.sagepub.com/doi/epdf/10.1177/000812560004200401">brand architecture</a>” – the ways conglomerates manage the relationship between their different brands. The dilemma is whether to aim for separation (shielding brand identities from the potential failings of others) or synergy (encouraging cross-promotion and valuable brand overlaps).</p>
<p>Disney is well known for its hybrid approach, running a number of divisions that are clearly branded as arms of Disney (such as its parks and resorts, Disney Cruises and Disney Stores), while others appear to outsiders as autonomous companies (for example, Marvel and ESPN).</p>
<p>Star originally came into the Disney fold in 2019 as part of a <a href="https://variety.com/2019/biz/news/disney-fox-deal-complete-1203167374/">US$71 billion (£58 billion) deal to acquire 21st Century Fox</a>. Since then, Star has emerged as the conglomerate’s go-to label for separating its more provocative Disney+ titles from the rest of its content.</p>
<figure class="align-center ">
<img alt="A phone screen displays both the Disney+ and Starlogos." src="https://images.theconversation.com/files/504958/original/file-20230117-22-56po1z.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&fit=clip" srcset="https://images.theconversation.com/files/504958/original/file-20230117-22-56po1z.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=400&fit=crop&dpr=1 600w, https://images.theconversation.com/files/504958/original/file-20230117-22-56po1z.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=400&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/504958/original/file-20230117-22-56po1z.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=400&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/504958/original/file-20230117-22-56po1z.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=503&fit=crop&dpr=1 754w, https://images.theconversation.com/files/504958/original/file-20230117-22-56po1z.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=503&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/504958/original/file-20230117-22-56po1z.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=503&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px">
<figcaption>
<span class="caption">Star came to Disney as part of its deal to acquire 21st Century Fox.</span>
<span class="attribution"><a class="source" href="https://www.shutterstock.com/image-photo/disney-plus-star-logo-on-smarthphone-2144109683">Miguel Lagoa</a></span>
</figcaption>
</figure>
<p>It’s a strategy the company has used for the best part of 30 years, with varying degrees of success. When Disney acquired Miramax in 1993, the studio was the most exciting name in indie cinema, responsible for distributing films like Sex, Lies and Videotape (1989) and Reservoir Dogs (1992).</p>
<p>It behoved Disney to get into bed with such a hot property, enabling it to reach discerning new audiences, university educated with high incomes. But keeping the two brands separate at the corporate level was not always enough to stop their reputations bleeding into one another.</p>
<figure class="align-right zoomable">
<a href="https://images.theconversation.com/files/504960/original/file-20230117-11104-eon4h5.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=1000&fit=clip"><img alt="Kevin Smith in an all black suit wearing round glasses." src="https://images.theconversation.com/files/504960/original/file-20230117-11104-eon4h5.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=237&fit=clip" srcset="https://images.theconversation.com/files/504960/original/file-20230117-11104-eon4h5.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=809&fit=crop&dpr=1 600w, https://images.theconversation.com/files/504960/original/file-20230117-11104-eon4h5.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=809&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/504960/original/file-20230117-11104-eon4h5.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=809&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/504960/original/file-20230117-11104-eon4h5.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=1017&fit=crop&dpr=1 754w, https://images.theconversation.com/files/504960/original/file-20230117-11104-eon4h5.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=1017&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/504960/original/file-20230117-11104-eon4h5.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=1017&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px"></a>
<figcaption>
<span class="caption">Writer and director of Dogma, Kevin Smith.</span>
</figcaption>
</figure>
<p>Critics worried that Disney might sanitise Miramax, while Miramax’s devil-may-care attitude towards controversy looked like a Disney PR disaster waiting to happen. As Miramax released films like Kids (1995) – featuring sexually active, drug-using teenagers – and Kevin Smith’s divisive religious satire Dogma (1999), the relationship became a major problem.</p>
<p>The backlash to Kids was fierce enough that <a href="https://books.google.co.uk/books/about/Indie_Inc.html?id=9PrkDAAAQBAJ&redir_esc=y">protest groups called for a Disney boycott</a>. Miramax owners Harvey and Bob Weinstein had to resort to extreme measures to resolve the fiasco, buying the rights themselves and creating a standalone, unaffiliated distribution company purely for Kids.</p>
<p>Meanwhile, Miramax sold Dogma’s North American rights to Lionsgate, sacrificing millions in box office revenue in order to avoid the wrath of the US religious right.</p>
<h2>Same show, different label</h2>
<p>Disney has spent decades engaged in internal gerrymandering, looking to create separations or synergies between its sub-brands. But in today’s streaming era, the studio can shift its borders more easily than ever before.</p>
<p>This is especially evident with Welcome to Chippendales, because the series appears under a different company name depending on how and where you encounter it.</p>
<figure>
<iframe width="440" height="260" src="https://www.youtube.com/embed/DchtacgVLbQ?wmode=transparent&start=0" frameborder="0" allowfullscreen=""></iframe>
<figcaption><span class="caption">The US trailer for Welcome to Chippendales makes no mention of Disney.</span></figcaption>
</figure>
<p>For example, when it debuted in the US in November, Welcome to Chippendales wasn’t on Disney+ at all and there was no Disney branding to be seen on any of its promotional materials. As was the case with the sexually explicit Pam & Tommy (2022) and addiction-themed Dopesick (2021).</p>
<p>These series were branded in the US as Hulu Originals. Hulu is owned by Disney, but has its own platform with different content.</p>
<p>In the UK, the distinction between brands is less stark. Welcome to Chippendales appears under the Star tile, but is part of the same platform as the content from other Disney divisions and sub-brands (appearing in “New to Disney+”).</p>
<p>Intriguingly, the Star brand is featured more heavily on the platform itself, whereas UK marketing materials for the series have focused almost exclusively on Disney, not mentioning Star at all. Presumably this is because of Star’s lower brand recognition in the UK and the need to direct consumers to the viewing platform. </p>
<p>For Disney, all of this represents an unprecedented level of control over its intellectual property. Circulation can now be tailored to the whims and habits of different territories and demographics, without any need for elaborate or last-minute changes to distribution deals. </p>
<p>It’s as quick – and impressive – as ripping off a pair of Velcro trousers.</p><img src="https://counter.theconversation.com/content/197948/count.gif" alt="The Conversation" width="1" height="1" />
<p class="fine-print"><em><span>Richard McCulloch does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.</span></em></p>Sub-brands such as Star and Hulu have allowed Disney to experiment with adult-themed content while protecting its core brand.Richard McCulloch, Senior Lecturer Media and Film, University of HuddersfieldLicensed as Creative Commons – attribution, no derivatives.tag:theconversation.com,2011:article/1884082022-08-19T12:41:27Z2022-08-19T12:41:27ZWith ‘bravery’ as its new brand, Ukraine is turning advertising into a weapon of war<figure><img src="https://images.theconversation.com/files/479176/original/file-20220815-20-37mg81.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=496&fit=clip" /><figcaption><span class="caption">A woman walks by large signs that read 'Bravery is Ukrainian brand' in Kyiv. </span> <span class="attribution"><a class="source" href="https://media.gettyimages.com/photos/woman-walks-by-large-signs-in-store-windows-that-read-bravery-is-picture-id1242245557?s=2048x2048">Oleksii Chumachenko/SOPA Images/LightRocket via Getty Images</a></span></figcaption></figure><p>When a preview of Vogue’s October 2022 <a href="https://www.vogue.com/article/portrait-of-bravery-ukraines-first-lady-olena-zelenska">cover story</a> on Ukrainian first lady Olena Zelenska hit Twitter on July 26, 2022, reactions on social media were swift and polarized. Some critics said that a photo shoot by famed photographer Annie Leibovitz for a fashion magazine was a “<a href="https://twitter.com/ianbremmer/status/1552095961501126662">bad idea</a>” and <a href="https://twitter.com/CostanzaRdO/status/1552215150735855616">glamorized war</a>. </p>
<p>Others <a href="https://twitter.com/TamiErwinVZ/status/1552282456472129538">lauded the magazine and Ukraine’s first lady</a> for bringing awareness to the suffering of Ukrainians, five months after Russia first invaded its neighboring country.</p>
<p>In the cover photo, 44-year-old Zelenska wears a cream-colored blouse with rolled up sleeves, black trousers and flats. She sits on the stairs of the Ukrainian Parliament, leaning forward with hands intertwined between her knees. Her makeup is minimal, her hair casually tossed as she looks directly at the camera. Within hours Ukrainian women started using the hashtag <a href="https://twitter.com/TetyanaWrites/status/1552831968068378633">#sitlikeagirl</a> to share photos of themselves in the same pose as a show of solidarity.</p>
<p>Vogue’s profile of Zelenska, headlined “A Portrait of Bravery” and written by journalist Rachel Donadio, fits into a larger communication strategy, mounted by Ukraine’s government, that’s intended to keep the world focused on the country’s fight against Russian aggression. As part of that effort, Ukraine also initiated a nation branding campaign in April with the tagline “<a href="https://brave.ua/en/">Bravery. To be Ukraine.</a>”</p>
<p>As a <a href="https://scholar.google.com/citations?user=A872GQ4AAAAJ&hl=en">communications scholar</a>, I have studied how former communist countries like Ukraine have used marketing strategies to burnish their international reputations over the past <a href="https://doi.org/10.1017/nps.2020.106">two decades</a> – a practice known as <a href="https://www.cfr.org/backgrounder/nation-branding-explained">nation branding</a>.</p>
<p>Ukraine, however, is the first country to launch an official nation branding campaign in the midst of war. For the first time, brand communication is a key part of a country’s response to a military invasion.</p>
<p><div data-react-class="Tweet" data-react-props="{"tweetId":"1551901521180229632"}"></div></p>
<h2>Nation branding and the end of communism</h2>
<p>The idea that <a href="https://www.nytimes.com/2005/12/11/magazine/branding-nations.html">nations can be branded</a> emerged at the beginning of the 21st century. This kind of work uses advertising, public relations and marketing techniques to boost countries’ international reputations. Campaigns are often timed to coincide with major sporting, cultural or political events – like the Olympics.</p>
<p>After the fall of the Berlin Wall and the dissolution of the Soviet Union in 1991, formerly communist Eastern European countries were particularly eager to <a href="https://www.routledge.com/Branding-Post-Communist-Nations-Marketizing-National-Identities-in-the/Kaneva/p/book/9781138776777">rebrand themselves</a> and get an updated international image.</p>
<p>When Estonian musicians won the international singing competition <a href="https://eurovisionworld.com/eurovision/2001">Eurovision in 2001</a>, Estonia became the first post-Soviet country to hold this prize. Subsequently, the country’s government hired an international advertising company to design a modern <a href="https://doi.org/10.1080/13504630701848721">national brand</a> for Estonia as it prepared to host Eurovision the following year.</p>
<p>Research has shown, however, that former communist countries’ nation branding efforts were not meant just for international consumption. They also provided a new way to talk about <a href="https://www.routledge.com/Branding-Post-Communist-Nations-Marketizing-National-Identities-in-the/Kaneva/p/book/9781138776777">national identities</a> at home, and <a href="https://www.up.ac.za/media/shared/85/Strategic%20Review/Vol%2039(1)/pp-116-138-n-kaneva.zp121530.pdf">re-imagine national values</a> and goals, via marketing terms. </p>
<p>But until 2022, no country had used nation branding to fight a war.</p>
<figure class="align-center zoomable">
<a href="https://images.theconversation.com/files/478417/original/file-20220809-16-8xw795.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=1000&fit=clip"><img alt="A white woman is shown holding the leashes of several dogs, with the words 'Be brave like Ukraine' in big text over her" src="https://images.theconversation.com/files/478417/original/file-20220809-16-8xw795.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&fit=clip" srcset="https://images.theconversation.com/files/478417/original/file-20220809-16-8xw795.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=424&fit=crop&dpr=1 600w, https://images.theconversation.com/files/478417/original/file-20220809-16-8xw795.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=424&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/478417/original/file-20220809-16-8xw795.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=424&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/478417/original/file-20220809-16-8xw795.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=533&fit=crop&dpr=1 754w, https://images.theconversation.com/files/478417/original/file-20220809-16-8xw795.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=533&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/478417/original/file-20220809-16-8xw795.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=533&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px"></a>
<figcaption>
<span class="caption">A Ukrainian woman who is saving abandoned pets is featured in a campaign billboard.</span>
<span class="attribution"><span class="source">Be Brave Like Ukraine campaign/Banda</span></span>
</figcaption>
</figure>
<h2>‘Bravery is our brand’</h2>
<p>Executives from the Ukrainian <a href="https://bandaagency.com/">advertising agency Banda</a> first pitched the idea for Ukraine’s Bravery Campaign <a href="https://www.wired.com/story/ukraine-propaganda-war/">to the government</a> shortly after Russia invaded in February 2022. Based in Kyiv and Los Angeles, the agency had already worked before the war on government-sponsored campaigns, <a href="https://bandaagency.com/case/ukraine-now">marketing Ukraine</a> as a tourism and investment destination.</p>
<p>Ukrainian President Volodymyr Zelenskyy endorsed the wartime branding campaign and publicly announced its launch on April 7, 2022, in a <a href="https://www.president.gov.ua/en/news/buti-smilivimi-ce-nash-brend-budemo-poshiryuvati-nashu-smili-74165">video address</a>. “Bravery is our brand,” he stated. “This is what it means to be us. To be Ukrainians. To be brave.”</p>
<p>In the following months, Banda produced numerous messages in formats ranging from billboards, posters and online videos, to social media posts, T-shirts and stickers. A <a href="https://brave.ua/en/">campaign website</a> offers downloadable logos and photographs and asks visitors to share the message of bravery and donate to Ukraine. </p>
<p>Some billboards feature images of courageous, ordinary Ukrainians and soldiers. Other billboards are emblazoned with bold slogans in the blue and yellow colors of the Ukrainian flag. They urge audiences to “Be brave like Ukraine” and say that “Bravery lives forever.” </p>
<p>Inside Ukraine, the <a href="https://www.wired.com/story/ukraine-propaganda-war/">campaign’s messages appear</a> on everything from juice bottles to 500 billboards in 21 cities. The campaign is also running in the U.S., United Kingdom, Canada and 17 countries in Europe, including Germany, Spain and Sweden, according to <a href="https://adage.com/creativity/work/campaign-celebrating-ukrainian-bravery-around-world/2418766">AdAge</a>.</p>
<p>This massive communication effort is happening at <a href="https://www.wired.com/story/ukraine-propaganda-war/">a minimal cost</a> to Ukraine. Banda is donating its services, and the Ukrainian government pays only for production costs. Media space, including high-profile billboards in Times Square and other major cities, was <a href="https://www.fastcompany.com/90765014/pavel-vrzheshch-banda-most-creative-people-2022">donated by</a> several global media companies. </p>
<figure class="align-center zoomable">
<a href="https://images.theconversation.com/files/478414/original/file-20220809-12-8xw795.jpeg?ixlib=rb-1.1.0&q=45&auto=format&w=1000&fit=clip"><img alt="People's hands are shown holding phones and cameras, pointed at three blue billboards that say in yellow 'be brave like Ukraine" src="https://images.theconversation.com/files/478414/original/file-20220809-12-8xw795.jpeg?ixlib=rb-1.1.0&q=45&auto=format&w=754&fit=clip" srcset="https://images.theconversation.com/files/478414/original/file-20220809-12-8xw795.jpeg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=337&fit=crop&dpr=1 600w, https://images.theconversation.com/files/478414/original/file-20220809-12-8xw795.jpeg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=337&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/478414/original/file-20220809-12-8xw795.jpeg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=337&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/478414/original/file-20220809-12-8xw795.jpeg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=424&fit=crop&dpr=1 754w, https://images.theconversation.com/files/478414/original/file-20220809-12-8xw795.jpeg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=424&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/478414/original/file-20220809-12-8xw795.jpeg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=424&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px"></a>
<figcaption>
<span class="caption">Ukraine’s bravery media campaign is displayed on billboards in Times Square, New York City.</span>
<span class="attribution"><a class="source" href="https://brave.ua/en/">Be Brave Like Ukraine campaign/Banda</a></span>
</figcaption>
</figure>
<h2>Branding as a weapon of war</h2>
<p>Banda’s co-founder, Pavel Vrzheshch, <a href="https://adage.com/creativity/work/campaign-celebrating-ukrainian-bravery-around-world/2418766">has said</a> the campaign aims to strengthen Ukrainians’ morale as they continue to fight Russia. But the focus on bravery is also about Ukraine’s future, he says. </p>
<p>“The whole world admires the Ukrainian bravery now, we must consolidate this notion and have it represent Ukraine forever,” Vrzheshch <a href="https://adage.com/creativity/work/campaign-celebrating-ukrainian-bravery-around-world/2418766">said in a media</a> interview. </p>
<p>At its core, the campaign attempts to transform an intangible value, like bravery, into an asset that can be converted into real military, economic and moral support. In other words, it aims to cultivate positive public opinion in the West that will support further aid to Ukraine in order to help fight the war.</p>
<p>This way of using brand communication in a war is unprecedented in at least three ways. </p>
<p>First, rather than relying only on diplomatic channels to seek international support, Ukraine is harnessing popular media and social media networks to speak directly to citizens of other countries. It gives ordinary people around the world a chance to show solidarity <a href="https://u24.gov.ua">through donations</a> or by sharing campaign messages and pressuring their government to support Ukraine.</p>
<p>A formal brand campaign also allows Ukraine to extend the visibility of the war beyond news coverage. As the conflict continues, it is likely to fade from <a href="https://www.theguardian.com/world/2022/jun/12/ukraine-fears-western-support-will-fade-as-media-loses-interest-in-the-war">news headlines in international media</a>. But billboards, social media posts and the strategic use of entertainment publications like Vogue can keep it in front of audiences.</p>
<p>Finally, the best brand messages connect with consumers by inviting them to imagine better versions of themselves. Famous ad slogans like Nike’s “Just do it” or Apple’s “Think different” illustrate this idea. So does Ukraine’s call to people around the world to “Be brave like Ukraine.”</p>
<p>It is notoriously difficult to measure the effectiveness of nation branding campaigns, as <a href="https://placebrandobserver.com/how-to-measure-country-brands-models-tools-approaches/">brand consultants</a> point out. The process is costly and time-consuming, and results are often contested.</p>
<p>The direct impact of the Brave Campaign may not be clear for months to come. It is also not clear how long its message will continue to resonate. But it is clear that Ukraine is transforming nation branding into a new propaganda weapon, adapted for the age of consumer culture and constant media stimulation.</p><img src="https://counter.theconversation.com/content/188408/count.gif" alt="The Conversation" width="1" height="1" />
<p class="fine-print"><em><span>Nadia Kaneva does not work for, consult, own shares in or receive funding from any company or organization that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.</span></em></p>Ukraine is partnering with an advertising company to produce an innovative nation branding campaign during a war. The campaign could have influence beyond how Ukraine and Russia conduct this war.Nadia Kaneva, Associate Professor, University of DenverLicensed as Creative Commons – attribution, no derivatives.tag:theconversation.com,2011:article/1641482022-07-19T12:26:00Z2022-07-19T12:26:00ZWhy are drug names so long and complicated? A pharmacist explains the logic behind the nomenclature<figure><img src="https://images.theconversation.com/files/474353/original/file-20220715-18-k6uzvb.jpg?ixlib=rb-1.1.0&rect=178%2C267%2C1886%2C1142&q=45&auto=format&w=496&fit=clip" /><figcaption><span class="caption">Having multiple prescriptions is difficult enough to keep track of, let alone ones with complicated names.</span> <span class="attribution"><a class="source" href="https://www.gettyimages.com/detail/photo/senior-man-staring-at-stack-of-prescription-bottles-royalty-free-image/523006070">Hill Street Studios/Stone via Getty Images</a></span></figcaption></figure><p>At some point in your life, you’ll likely find yourself with a prescription from your doctor to fill. While it’s important to keep track of all the medications you’re taking, that can be hard to do when the names of so many of these drugs are difficult to pronounce and even harder to remember.</p>
<p><a href="https://usf.discovery.academicanalytics.com/scholar/stack/299489/JASMINE-CUTLER">In my role as a pharmacist</a>, I’ve helped countless patients figure out exactly which medication they were taking for what ailment. Some wonder why they were prescribed the medication in the first place, or need help differentiating between drugs with names that seem like complete gibberish.</p>
<p>But there is a rhyme and a reason to drug names. All prescribed medications follow a standard nomenclature that describes what the drug is made of and how it functions.</p>
<h2>Who names drugs?</h2>
<p>Drugs get both a brand, or proprietary, name and a generic name that is nonproprietary. Each is assigned in a slightly different process.</p>
<p>As long as a drug compound isn’t trademarked, drug companies decide on a proprietary brand name for the medications they sell. Usually the brand name relates to the conditions the drug is intended to treat and is easy for both providers and patients to remember but doesn’t follow a standardized naming guideline. For example, the drug Lopressor helps lower blood pressure. </p>
<p>On the other hand, generic drug names all follow a standard nomenclature that helps medical providers and researchers more easily recognize and classify the drug. Lopressor, for example, has a generic name of metoprolol tartrate. The <a href="https://www.ama-assn.org/about/united-states-adopted-names/usan-council">U.S. Adopted Names Council</a>, composed of representatives from the Food and Drug Administration, American Medical Association, U.S. Pharmacopeia and American Pharmacists Association, works with the <a href="https://www.who.int/teams/health-product-and-policy-standards/inn">World Health Organization</a> to assign <a href="https://dx.doi.org/10.1021%2Facs.jmedchem.1c00181">international nonproprietary names, or INNs</a>, to drug compounds. Similar organizations <a href="https://doi.org/10.1016/B978-0-12-820007-0.00002-7">exist internationally</a>.</p>
<figure class="align-center zoomable">
<a href="https://images.theconversation.com/files/474355/original/file-20220715-495-u2t6el.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=1000&fit=clip"><img alt="Pharmacist organizing medicine drawer" src="https://images.theconversation.com/files/474355/original/file-20220715-495-u2t6el.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&fit=clip" srcset="https://images.theconversation.com/files/474355/original/file-20220715-495-u2t6el.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=400&fit=crop&dpr=1 600w, https://images.theconversation.com/files/474355/original/file-20220715-495-u2t6el.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=400&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/474355/original/file-20220715-495-u2t6el.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=400&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/474355/original/file-20220715-495-u2t6el.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=503&fit=crop&dpr=1 754w, https://images.theconversation.com/files/474355/original/file-20220715-495-u2t6el.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=503&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/474355/original/file-20220715-495-u2t6el.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=503&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px"></a>
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<span class="caption">Generic drugs are named using standard guidelines intended to minimize confusion and aid in classification.</span>
<span class="attribution"><a class="source" href="https://www.gettyimages.com/detail/photo/pharmacist-organizing-the-medicine-drawer-royalty-free-image/1352512002">Marko Geber/DigitalVision via Getty Images</a></span>
</figcaption>
</figure>
<p>A globally recognized naming process makes an otherwise confusing name game more manageable. It helps the medical community easily learn and categorize newly approved medications and reduce prescribing errors by providing a unique, standard name that reflects each active ingredient in the drug.</p>
<p>For example, several Type 2 diabetes medications fall under one class called glucagon-like peptide-1 (GLP-1) receptor agonists. Although all medications in this class have different brand names, each of the generic versions ends in the suffix “-tide.” This helps health providers identify all the drugs that belong to this medication class. A few examples include Byetta (exenatide), Trulicity (dulaglutide) and Victoza (liraglutide).</p>
<h2>How are generic drug names assigned?</h2>
<p>The <a href="https://www.ama-assn.org/about/united-states-adopted-names/procedure-usan-name-selection">naming process</a> starts when a drug company submits an application to the U.S. Adopted Names Council with a proposed generic name. USAN considers a number of factors when evaluating a name, such as whether it relates to how the drug works, how translatable it is to other languages and whether it is easy to say. In general, the name should be simple – fewer than four syllables long – and should not be easily confused with other existing generic drugs. </p>
<p>Once a name is agreed upon by USAN and the drug company, it is then proposed to the <a href="https://www.who.int/teams/health-product-and-policy-standards/inn/inn_expert_group">INN Expert Group</a>. Sponsored by the World Health Organization, the INN Expert Group is composed of global specialists who represent the pharmaceutical, chemical, pharmacological and biochemical sciences. They may either accept the proposed name or suggest an alternative. Once the drug company, USAN and the INN Expert Group come to an agreement about a name, it is placed in the <a href="https://www.who.int/our-work/access-to-medicines-and-health-products/who-drug-information">WHO Drug Information journal</a> for four months for public comments or objections before final adoption. </p>
<h2>What’s in a generic drug name?</h2>
<p>Generic names follow a <a href="https://www.ama-assn.org/about/united-states-adopted-names/united-states-adopted-names-naming-guidelines">prefix-infix-stem system</a>. The prefix helps distinguish a drug from other drugs in the same class. The infix, used more occasionally, further subclassifies the drug. The stem at the very end of the name indicates the drug’s function and marks its place within the name game.</p>
<p><a href="https://druginfo.nlm.nih.gov/drugportal/jsp/drugportal/DrugNameGenericStems.jsp">Stems</a> are composed of one or two syllables that describe a drug’s biological effects as well as its physical and chemical qualities and structure. Drugs with the same stem share features like the conditions they treat and how they work in the body. The WHO publishes a regularly updated <a href="https://www.who.int/publications/i/item/who-emp-rht-tsn-2018-1">stem book</a> to keep everything in line.</p>
<p><iframe id="ENYG9" class="tc-infographic-datawrapper" src="https://datawrapper.dwcdn.net/ENYG9/6/" height="400px" width="100%" style="border: none" frameborder="0"></iframe></p>
<p>For example, the stem “-prazole” indicates that the drug is chemically related to a class of compounds called benzimidazoles that have similar functions. As a result, drugs such as lansoprazole (Prevacid), esomeprazole (Nexium) and omeprazole (Prilosec) all treat acid reflux, ulcers and heartburn. The “e” prefix of esomeprazole differentiates it from omeprazole, which has a slightly different chemical structure.</p>
<p>Another common example is drugs that use the stem “stat,” which means enzyme inhibitors. Atorvastatin (Lipitor), rosuvastatin (Crestor) and simvastatin (Zocor) all belong to the same class of inhibitors that block a key enzyme in the body’s cholesterol production process. As a result, these cholesterol-reducing “statins” are used to prevent cardiovascular conditions like heart attack and stroke.</p>
<h2>Are there exceptions to the name game?</h2>
<p>Although generic names stay consistent, there have been multiple <a href="https://www.pharmacytimes.com/view/5-notable-drug-name-changes">changes to brand names</a> over the past couple of decades after increases in prescribing and dispensing errors. Some examples include the acid reflux and stomach ulcer drug omeprazole, which was rebranded from Losec to Prilosec because it was frequently confused with the diuretic Lasix. Another example is when the antidepressant Brintellix was changed to Trintellix because it was commonly confused with the blood thinner Brilinta. </p>
<p>Some generic medications may work at <a href="https://theconversation.com/many-medications-affect-more-than-one-target-in-the-body-some-drug-designers-are-embracing-the-side-effects-that-had-been-seen-as-a-drawback-184922">multiple targets in the body</a> and be used for multiple conditions. For example, drugs with the stem “-afil,” such as tadalafil (Cialis), sidenafil (Viagra) and vardenafil (Levitra), belong to a class of drugs that relax smooth muscle and widen the blood vessels. Although commonly prescribed for erectile dysfunction, they can also be used to treat pulmonary arterial hypertension, a specific type of elevated blood pressure that affects the arteries in the heart and lungs.</p>
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<a href="https://images.theconversation.com/files/474354/original/file-20220715-24-38fv83.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=1000&fit=clip"><img alt="Pharmacist showing patient a box of medications" src="https://images.theconversation.com/files/474354/original/file-20220715-24-38fv83.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&fit=clip" srcset="https://images.theconversation.com/files/474354/original/file-20220715-24-38fv83.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=600&h=400&fit=crop&dpr=1 600w, https://images.theconversation.com/files/474354/original/file-20220715-24-38fv83.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=600&h=400&fit=crop&dpr=2 1200w, https://images.theconversation.com/files/474354/original/file-20220715-24-38fv83.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=600&h=400&fit=crop&dpr=3 1800w, https://images.theconversation.com/files/474354/original/file-20220715-24-38fv83.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=754&h=503&fit=crop&dpr=1 754w, https://images.theconversation.com/files/474354/original/file-20220715-24-38fv83.jpg?ixlib=rb-1.1.0&q=30&auto=format&w=754&h=503&fit=crop&dpr=2 1508w, https://images.theconversation.com/files/474354/original/file-20220715-24-38fv83.jpg?ixlib=rb-1.1.0&q=15&auto=format&w=754&h=503&fit=crop&dpr=3 2262w" sizes="(min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px"></a>
<figcaption>
<span class="caption">Pharmacists and other health care professionals can help patients decipher complex drug names.</span>
<span class="attribution"><a class="source" href="https://www.gettyimages.com/detail/photo/young-pharmacist-helping-a-senior-lady-choose-the-royalty-free-image/1352510394">Marko Geber/DigitalVision via Getty Images</a></span>
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<p>In addition, nomenclature guidelines <a href="https://www.who.int/teams/health-product-and-policy-standards/inn/guidance-on-inn">aren’t set in stone</a>, and the U.S. Adopted Names Council anticipates that they will continue to change as newer, more complex substances are discovered, developed and marketed.</p>
<p>For example, a rise in the number of drugs developed with different salts and esters has led to the use of a modified naming process to incorporate the inactive parts of the compound.</p>
<p>As you can guess, it takes health care providers countless months and years to learn and understand this naming process. We are taught the science behind each chemical structure and how it works, which makes it easier to know the rules of the name game. But for those without a background in chemistry and biology, it can be like reading a foreign language.</p>
<p>There are several resources that can help you navigate the drug name game, however. Ask your health care provider or pharmacist if you have questions about how your medication works or what it is used for. They are generally a phone call or visit away.</p><img src="https://counter.theconversation.com/content/164148/count.gif" alt="The Conversation" width="1" height="1" />
<p class="fine-print"><em><span>Jasmine Cutler does not work for, consult, own shares in or receive funding from any company or organization that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.</span></em></p>Believe it or not, medication names are intended to be easy to remember and descriptive of the function they serve in the body.Jasmine Cutler, Assistant Professor of Pharmacotherapeutics, University of South FloridaLicensed as Creative Commons – attribution, no derivatives.