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Cultural Icebergs
Cultural Icebergs
Cultural Icebergs
Cultural Icebergs
Cultural Icebergs
Cultural Icebergs
Cultural Icebergs
Cultural Icebergs
Cultural Icebergs
Cultural Icebergs
Cultural Icebergs
Cultural Icebergs
Cultural Icebergs
Cultural Icebergs
Cultural Icebergs
Cultural Icebergs
Cultural Icebergs
Cultural Icebergs
Cultural Icebergs
Cultural Icebergs
Cultural Icebergs
Cultural Icebergs
Cultural Icebergs
Cultural Icebergs
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Cultural Icebergs

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Some context for the controversy surrounding Pepsi's endorsement deal with Beyonce, and notes on the shifting cultural frame. Also, some initial thoughts on how brands have to proceed in the future to …

Some context for the controversy surrounding Pepsi's endorsement deal with Beyonce, and notes on the shifting cultural frame. Also, some initial thoughts on how brands have to proceed in the future to avoid these blind side hits.

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  • Rob, this is the best slideshow I have ever seen. How often have you or anyone ever wanted to click through a slideshow that isn't pictures of icestorms on Lake Geneva? You make your argument as though you are talking to me directly. I've forwarded it to some people I know in education. They love slideshows. Sigh.
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  • 1. Cultural Icebergs:Pepsi, Beyonce and the Shifting Cultural Frame January 28, 2013 Rob Fields robfields.com @robfields
  • 2. The seas of popular culture are full of icebergs that can be deadly for brands.
  • 3. First, what isCulture?
  • 4. ValuesAttitudes Arts Conventions what isCulture? Behavior BeliefsSocial practices Human knowledge Technology
  • 5. Culture is context.Through it, we make sense of the times we live in.
  • 6. Culture is why. . . + . . . sparked a backlash
  • 7. Food & healthadvocates wereNOT happy
  • 8. The pushback spread. . .
  • 9. but it didn’t come out ofnowhere
  • 10. 40+ years of growing awareness
  • 11. Meanwhile. . . 36% of adults & 17% of kids*obese in the U.S. are*CDC/NCHS report, January 2012 http://www.cdc.gov/nchs/data/databriefs/db82.pdf
  • 12. If obesity rates continue on their current track,by 2030 the loss of economic productivitycould be as high as$580B annually** 2012 Robert Wood Johnson Foundation, F Is For Fat: How Obesity ThreatensAmerica’s Future http://bldlv.us/V0NGuL
  • 13. Michelle Obama’s initiative to combat childhood obesityBeyonce is a high-profile supporter
  • 14. Bey did an official video for the effort, “Move Your Body”Michelle even learnedthe steps
  • 15. So this is the story of two brandswho did a $50 million dealwithout fully grasping. . .
  • 16. . . . how much the cultural framehas shifted.
  • 17. What’s next?
  • 18. Brands and consumers Human Knowledge Attitudes Valuesexist within Arts Beliefs Behavior Social Practices Technology the context of culture
  • 19. As well, like light goingthrough any media. . . Communication angle of incidence Culture Conventions Behavior Human Knowledge Attitudes Values Social Practices Beliefs Communication angle Messages aimed here. . . . of refraction . . .often end up here. The. . .culture changes how reason? Refraction viamessaging is received the medium of culture!& understood.
  • 20. Consumers are not separate from culture Human Knowledge Attitudes Values Arts Beliefs Social Practices Behavior Technology
  • 21. Neither are celebrities. Human Knowledge Attitudes Values Arts Beliefs Social Practices Behavior Technology
  • 22. What’s needed is a new approach that better integrates culture, brands & consumer insights
  • 23. Until then,brands attempting to navigate cultureshould get used to hitting icebergs.
  • 24. About the author Rob Fields is a cultural curator and an award-winning marketer, who focuses on the intersection of culture, business and marketing. Find out more about him at: • robfields.com • Follow him on Twitter: @robfields

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