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.
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
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
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.
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