Competition and Conflict:        Marketing and Conflict           Transformation                Dana P. Eyre, Ph.D.       ...
Competition / Conflict
Competition            Conflict• Marketing            • Conflict                         Transformation • Brand Success   ...
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 sp...
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                  Deman...
Understanding Social Systems•   Complex•   Emergent•   Narrative•   Theory of Mind• No single summary answer to how it wor...
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 under...
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                                      ...
Go Deep          •   Westen          •   Lakoff          •   LeDoux          •   Schwartz          •   Stout          •   ...
X Marks the Spot
Do Learn DoDiagnosisConceptualizationRepresentation                Sensing    “Situation”              Planning       Acti...
Conflict Can Be Transformed• Conflict isn’t competition  – It has its own dynamics• Conflict can be transformed  –   Don’t...
Competition and Conflict:        Marketing and Conflict           Transformation                Dana P. Eyre, Ph.D.       ...
The role of Marketing in Conflict Transformation -- Mark Linder, Dana Eyre
The role of Marketing in Conflict Transformation -- Mark Linder, Dana Eyre
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The role of Marketing in Conflict Transformation -- Mark Linder, Dana Eyre

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We are in an age of protest. What do marketers do when entities or individuals seek to disrupt or destroy brand relationships? These are key principles for conflict transformation at an entity level.
Dana Eyre, chief strategist, Bell Pottinger Public Advocacy
Mark Linder, head of sector reputation, Bell Pottinger Sans Frontières

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  • Not marketing, not advertising or PR, nor techStarted out in the infantry… 10 yearsArmy made me a sociologist – late 1980s..Studies adaption to “post-cold war world”Somalia, Haiti, Bosnia, East Timor, Lebanon, Los Angeles, KosovoMilitary then called it “military operations other than war” – didn’t know what it was, knew what it wasn’t – took a bunch of us about 15 years to think through “conflict transformation” So I’m coming at a set of problems from a different perspective…Businesses, our employers and our clients – are increasingly engaged in conflict – traditional logic and approachs of marketing don’t apply – Explore that….
  • Apple - stealing Nokia market share - competitionStealing customer data - Sony emails - that’s conflict Anonymous - targeting of Amazon - DNS attacks Release documents Bank of AmericaTake down Facebook… It’s conflict… Competition vs ConflictDealing With Conflict – General PrinciplesDealing With Conflict – Concrete Ideas
  • So what’s the difference…Marketing as the solution to competitionLogic of marketingConflict Transformation – solution to conflict Why bother?
  • Business increasingly central – not an accident – fundamental power shifts – state is no longer at the center… IF you want to make a difference in the world – change the behavior of corporationsISSUES – increasingly corporate – where laws are secondary – PRIVACYLEGITIMATE – I’ll sign up for all of these…
  • The challenge in this world – the better your marketing, the more vulnerable you are…Why VW as target? Big, change influential -- BUTFUNDAMENTALLY – 42 million hits on that great ad – vulnerable because of digital successIf you haven’t seen The Dark Side – GREENPEACE – power from pain on you – from standing between you and your brand and your audienceENTIRELY legitimate -
  • So… sometimes you’re just there - you’re a convenient target – sometimes you are the target…
  • Worked with …To address – need to understand conflict
  • Battle lines drawn – polarization - no middleBut more – engagement in the conflict itself becomes the reason for the conflict… emotion / cohesion outweighs rational endsOutlines of settlement very often very clear from fundamental correlation of forces, to outsiders, well before settlement…“blood is up” CORE isn’t violence …
  • DYNAMICS of conflict – stories – told in networks – serving interests and perceptions of interest – reinforcing identities – shaping boundariesLinked to political demands – all energized by deep desires… and disgusts – the negative…. Fear, hatred, identityPowerful… collective and individually
  • CONFLICT is about pain and purity – KFC predict, when it made reasonable marketing decision – Halal sourcing… sucked in to higher level conflict?How to deal?
  • Whether or not KFC should dependent a lot – not all conflicts need to be confronted – some can be endured… but if you can’t suck up the pain – transform or fight – how do you do it?NOT a haircut
  • DOESN’T matter how pretty – underlying intellectual apparatus doesn’t work…
  • NOT changed by digital marketing… Bob’s work is great… but it’s still about core marketing process – you and your brand with audience
  • Response? Can endure – suck up the painBUT if you can’t – how? Fight = escalation Transformation – peace process
  • FINAL POINT – not a campaign – not the usual process – balance – sustain / adapt & change – evolve
  • Not marketing, not advertising or PR, nor techStarted out in the infantry… 10 yearsArmy made me a sociologist – late 1980s..Studies adaption to “post-cold war world”Somalia, Haiti, Bosnia, East Timor, Lebanon, Los Angeles, KosovoMilitary then called it “military operations other than war” – didn’t know what it was, knew what it wasn’t – took a bunch of us about 15 years to think through “conflict transformation” So I’m coming at a set of problems from a different perspective…Businesses, our employers and our clients – are increasingly engaged in conflict – traditional logic and approachs of marketing don’t apply – Explore that….
  • The role of Marketing in Conflict Transformation -- Mark Linder, Dana Eyre

    1. 1. 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
    2. 2. Competition / Conflict
    3. 3. Competition Conflict• Marketing • Conflict Transformation • Brand Success • Defeat & Pain • Segmentation • Relationships • Insight • Narrative • Positive Emotions • Disgust & Desire • Getting the • Listening & Message Through Engagement
    4. 4. Why Worry?
    5. 5. Some Companies Can’t Catch A Break
    6. 6. 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
    7. 7. How Conflict Works
    8. 8. What Happens In Conflict
    9. 9. The core ofconflict… is a narrative.
    10. 10. Analysis and ideas for conflict are not the same as for marketing Narratives Networks Demands Desires (and Disgusts) Interests Identities
    11. 11. 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
    12. 12. No Quarter, No Bystanders
    13. 13. Responding to Conflict: What Doesn’t Work (changing the logo)
    14. 14. “Campaign marketing” doesn’t work
    15. 15. “4-P’s” don’t work
    16. 16. Nor does
    17. 17. How Do We Deal With Conflict?
    18. 18. 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
    19. 19. Don’t Make It Worse• Give peace a chance?• Is there space for engagement?
    20. 20. Engagement Requires ChangeIt’s not enough to Twitter your talking points
    21. 21. Think System Dynamics Political Moderate Political Leadership Network Middle Leadership Network Hard Core Hard Core& Supporters & Supporters Possible Possible Participants Participants Degree of Polarization
    22. 22. Go Deep • Westen • Lakoff • LeDoux • Schwartz • Stout • Prinz • Ross • Bandura • Lacan • Freud
    23. 23. X Marks the Spot
    24. 24. Do Learn DoDiagnosisConceptualizationRepresentation Sensing “Situation” Planning Acting Design Experimenting Modeling
    25. 25. 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
    26. 26. 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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