SlideShare a Scribd company logo
Should brands take a stand?
How MR can be used to help make a better decision
Karen Tibbals
Ethical Frames LLC
www.ethicalframes.com
August
2019
Sponsors
Communication
Gold
Silver
Visit NewMR.org
Taking a stand is all the rage
Photo credit: Deposit Photos
Deloitte Survey:
Most CMOs disagree with taking a stand
0
10
20
30
40
50
60
70
80
90
Yes No
Appropriate to take a stand
https://cmo.deloitte.com/xc/en/pages/articles/cmo-survey.html
The Debate in the Brand Planning World
• Consumers want brands to stand
for something, to be relevant
The Debate in the Brand Planning World
• Consumers want brands to stand
for something, to be relevant
• No, they don’t!
Gap between intention and action!
There is always a gap between intention and
action
• Measure the gap by using the right questions in the
right way
• Discrete choice trade off between product benefits and
brand purpose
• The group who will choose a brand purpose over product
benefits is small, much smaller than the hypothetical
percentage
• Usually about 10% - varies by product category
• This group is not millennials! It crosses generations.
• Best metric: have taken another related action, such as
donated money, boycotted a product, etc.
Summarized from The Myth of the Ethical Consumer by Devinney et al.
Dos and Don’ts
Dos
• Do your homework
• Do a survey among your target
audience
• But use trade off questions
• Ask about other actions taken by
respondent concerning issue
• Ask if it will alienate a key target
group
• Determine what is right for your
target audience
Don’ts
• Don’t take what people say literally
• Don’t bother with age
segmentation
• My website: www.ethicalframes.com for a free white paper on this
issue
• Other resources:
• Myth of the Ethical Consumer By Devinney et. al.
• My new book: Marketing Landmines available on Amazon
• Available for consulting at info@ethicalframes.com
For more detailed information
Q & A
June
2019
August
2019
Ray Poynter
NewMR
Karen Tibbals
Ethical Frames
Sponsors
Communication
Gold
Silver
Visit NewMR.org

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Should brands take a stand? How Insight Teams can help brands make a better decision

  • 1. Should brands take a stand? How MR can be used to help make a better decision Karen Tibbals Ethical Frames LLC www.ethicalframes.com August 2019
  • 3. Taking a stand is all the rage
  • 5. Deloitte Survey: Most CMOs disagree with taking a stand 0 10 20 30 40 50 60 70 80 90 Yes No Appropriate to take a stand https://cmo.deloitte.com/xc/en/pages/articles/cmo-survey.html
  • 6. The Debate in the Brand Planning World • Consumers want brands to stand for something, to be relevant
  • 7. The Debate in the Brand Planning World • Consumers want brands to stand for something, to be relevant • No, they don’t!
  • 8. Gap between intention and action!
  • 9. There is always a gap between intention and action • Measure the gap by using the right questions in the right way • Discrete choice trade off between product benefits and brand purpose • The group who will choose a brand purpose over product benefits is small, much smaller than the hypothetical percentage • Usually about 10% - varies by product category • This group is not millennials! It crosses generations. • Best metric: have taken another related action, such as donated money, boycotted a product, etc. Summarized from The Myth of the Ethical Consumer by Devinney et al.
  • 10. Dos and Don’ts Dos • Do your homework • Do a survey among your target audience • But use trade off questions • Ask about other actions taken by respondent concerning issue • Ask if it will alienate a key target group • Determine what is right for your target audience Don’ts • Don’t take what people say literally • Don’t bother with age segmentation
  • 11. • My website: www.ethicalframes.com for a free white paper on this issue • Other resources: • Myth of the Ethical Consumer By Devinney et. al. • My new book: Marketing Landmines available on Amazon • Available for consulting at info@ethicalframes.com For more detailed information
  • 12. Q & A June 2019 August 2019 Ray Poynter NewMR Karen Tibbals Ethical Frames