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Anticorporate Activism
Anticorporate Activism
Anticorporate Activism
Anticorporate Activism
Anticorporate Activism
Anticorporate Activism
Anticorporate Activism
Anticorporate Activism
Anticorporate Activism
Anticorporate Activism
Anticorporate Activism
Anticorporate Activism
Anticorporate Activism
Anticorporate Activism
Anticorporate Activism
Anticorporate Activism
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Anticorporate Activism

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

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

Published in: Business, Career
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  • Even in countries where labor costs are low, labor costs are shrinking in the total corporate budget
  • Transcript

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

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