Occupy Wall Street And It's Message or Lack Thereof
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.