The role of Marketing in Conflict Transformation -- Mark Linder, Dana Eyre

Competition and Conflict: Marketing and Conflict Transformation Dana P. Eyre, Ph.D. Mark LinderChief strategist, Conflict Transformation Practice Head of content, Conflict Transformation Practice Bell Pottinger Public Advocacy Bell Pottinger Sans Frontières deyre@bell-pottinger.co.uk mlinder@bell-pottinger.co.uk +1 760 427 0405 +44 774 700 7927

Competition / Conflict

Competition Conflict• Marketing • Conflict Transformation • Brand Success • Defeat & Pain • Segmentation • Relationships • Insight • Narrative • Positive Emotions • Disgust & Desire • Getting the • Listening & Message Through Engagement

Why Worry?

Some Companies Can’t Catch A Break

It’s not just “causes”….• Major sports equipment manufacturer – Mass market focus – Leading edge equipment to extreme sports enthusiasts as core part of marketing strategy• Equipment  career ending injury – Not “design defect” but inherent risk• Becomes a cause  rallies a crowd, begins a movement• Threatens marketing strategy, and market leading position for the manufacturer

How Conflict Works

What Happens In Conflict

The core ofconflict… is a narrative.

Analysis and ideas for conflict are not the same as for marketing Narratives Networks Demands Desires (and Disgusts) Interests Identities

Understanding Social Systems• Complex• Emergent• Narrative• Theory of Mind• No single summary answer to how it works…. – Multiple psycho-social dynamics – Complex, emergent relationship between psychological and sociological

No Quarter, No Bystanders

Responding to Conflict: What Doesn’t Work (changing the logo)

“Campaign marketing” doesn’t work

“4-P’s” don’t work

Nor does

How Do We Deal With Conflict?

Key Principles• Don’t make it worse• Don’t Twitter your talking points• Conflict dynamics, as a system• Deep understanding• X marks the spot• Do Learn Do

Don’t Make It Worse• Give peace a chance?• Is there space for engagement?

Engagement Requires ChangeIt’s not enough to Twitter your talking points

Think System Dynamics Political Moderate Political Leadership Network Middle Leadership Network Hard Core Hard Core& Supporters & Supporters Possible Possible Participants Participants Degree of Polarization

Go Deep • Westen • Lakoff • LeDoux • Schwartz • Stout • Prinz • Ross • Bandura • Lacan • Freud

X Marks the Spot

Do Learn DoDiagnosisConceptualizationRepresentation Sensing “Situation” Planning Acting Design Experimenting Modeling

Conflict Can Be Transformed• Conflict isn’t competition – It has its own dynamics• Conflict can be transformed – Don’t make it worse – Don’t Twitter your talking points – Conflict dynamics, as a system – Deep understanding – X marks the spot – Do Learn Do Conflict, Coalitions, Communications

Competition and Conflict: Marketing and Conflict Transformation Dana P. Eyre, Ph.D. Mark LinderChief strategist, Conflict Transformation Practice Head of content, Conflict Transformation Practice Bell Pottinger Public Advocacy Bell Pottinger Sans Frontières deyre@bell-pottinger.co.uk mlinder@bell-pottinger.co.uk +1 760 427 0405 +44 774 700 7927

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The role of Marketing in Conflict Transformation -- Mark Linder, Dana Eyre

by Mark Linder on Jan 09, 2012

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