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The role of Marketing in Conflict Transformation -- Mark Linder, Dana Eyre
- 1. Competition and Conflict: Marketing and Conflict Transformation Dana P. Eyre, Ph.D. Mark Linder Chief 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
- 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. Why Worry?
- 6. Some Companies Can’t Catch A Break
- 7. 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
- 9. What Happens In Conflict
- 10. The core of conflict… is a narrative.
- 11. Analysis and ideas for conflict are not the same as for marketing Narratives Networks Demands Desires (and Disgusts) Interests Identities
- 12. 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
- 13. No Quarter, No Bystanders
- 14. Responding to Conflict: What Doesn’t Work (changing the logo)
- 15. “Campaign marketing” doesn’t work
- 17. Nor does
- 18. How Do We Deal With Conflict?
- 19. 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
- 20. Don’t Make It Worse • Give peace a chance? • Is there space for engagement?
- 21. Engagement Requires Change It’s not enough to Twitter your talking points
- 22. Think System Dynamics Political Moderate Political Leadership Network Middle Leadership Network Hard Core Hard Core & Supporters & Supporters Possible Possible Participants Participants Degree of Polarization
- 23. Go Deep • Westen • Lakoff • LeDoux • Schwartz • Stout • Prinz • Ross • Bandura • Lacan • Freud
- 24. X Marks the Spot
- 25. Do Learn Do Diagnosis Conceptualization Representation Sensing “Situation” Planning Acting Design Experimenting Modeling
- 26. 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
- 28. Competition and Conflict: Marketing and Conflict Transformation Dana P. Eyre, Ph.D. Mark Linder Chief 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
Editor's Notes
- 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….