Cultural Icebergs:Pepsi, Beyonce and the Shifting Cultural Frame                              January 28, 2013            ...
The seas of popular culture            are full of icebergs that      can be deadly for brands.
First,         what isCulture?
ValuesAttitudes               Arts     Conventions                  what isCulture?   Behavior                            ...
Culture is context.Through it, we make sense  of the times we live in.
Culture is why. . .                      +      . . . sparked a backlash
Food & healthadvocates wereNOT happy
The pushback spread. . .
but it didn’t come out ofnowhere
40+ years of growing awareness
Meanwhile. . .                 36%                            of adults &                 17%                             ...
If obesity rates continue on their current track,by 2030 the loss of economic productivitycould be as high as$580B        ...
Michelle Obama’s initiative                to combat childhood obesityBeyonce is a high-profile supporter
Bey did an official                        video for the effort,                        “Move Your Body”Michelle even lear...
So this is the story of two brandswho did a $50 million dealwithout fully grasping. . .
. . . how much the cultural framehas shifted.
What’s next?
Brands      and                             consumers                      Human Knowledge                                ...
As well, like light goingthrough any media. . .                                       Communication angle                 ...
Consumers are not separate from culture                Human Knowledge                                  Attitudes    Value...
Neither are celebrities.               Human Knowledge                                 Attitudes   Values                 ...
What’s needed is a new approach that better integrates culture,  brands & consumer insights
Until then,brands attempting to navigate cultureshould get used to                     hitting icebergs.
About the author              Rob Fields is a cultural curator and an              award-winning marketer, who focuses on ...
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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 avoid these blind side hits.

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Cultural Icebergs

  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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