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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

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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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