Occupy Wall Street and Its Message (or Lack Thereof) Created by Austin Langley Based on Huffington Post Article "Occupy Wall Streets MarketingProblem: How Can Experts Help Solve An Identity Crisis" by Janean Chun
Occupy Wall Street As a BrandThis presentation is based on the Huffington Post Article"Occupy Wall Streets Marketing Problem: How Can ExpertsHelp Solve An Identity Crisis" by Janean Chun.The article approaches Occupy Wall Street as a brandattempting to communicate its message for what itrepresents.
The Original Message "We demand that Barack Obama ordain a Presidential Commission tasked with ending the influence money has over our representatives in Washington." - AdBusters
The New Message http://www.youtube.com/watch? feature=player_detailpage&v=UCTajhzSytI#t=95s
Forces of InfluenceMarketing Sources: AdBusters OccupyWallSt.org Normative Influences:NonMarketing Sources: (Non)Conformity Media Word of Mouth (Non)ComplianceGateKeeper: Reactance Media
Marketing Needs 1. Focus the Brand What is the goal? 2. Find a Leader Who is the pitchman? 3. Be Positive Negativity gets people nowhere. 4. Get Organized Establish a platform.
Focus the Brand Brand: #OccupyWallStreet Message: We Are The 99% Goal: Uncertain "Theyre not articulate about what the movement is for, so people can decide what theyre aligned with." - Steve McKee
Find a Leader Occupy Wall Street has energy, but no voice. "Occupy Wall Street is leaderless resistance movement with people of many colors, genders and political persuasions." - OccupyWallSt.org Supporters: ● Barack Obama ● New York City General Assembly ● Nancy Pelosi ● Ben BernankeSources: http://biggovernment.com/publius/2011/10/31/the-99-the-official-list-of-occupywallstreets-supporters-sponsors-and-sympathizers/http://www.newyorker.com/online/blogs/johncassidy/2011/10/top-ten-unlikely-occupy-wall-street-supporters.html
Be Positive"Marketing is more about what yourefor than what youre against." -Steve McKee
Get Organized Strategy Message Communication Persuasionhttp://maps.google.com/maps/ms?ie=UTF8&oe=UTF8&msa=0&msid=213853636424650111561.0004af7eeab062c4ee7a1
ConclusionRaising awareness for a mixed message accomplishes nothing concrete. Occupiers must focus their message, organize, and set up acampaign with a realistic goal to communicate their message. Create a plan of action, dont just call for action.