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The Brand Populist

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People no longer just buy products or services; they buy companies, which means policies and practices are just as important as brand promises, and that the traditional tools of marketing -- imagined benefits, emotional associations, and other inventions of traditional branding -- won't alone satisfy their expectations. Increasingly, today's purchasers see themselves as owners instead of consumers or users, for they own sales results, and can thereby exert their authority either through their patronage, as committed loyalists, or via boycotts, which they use to express their disapproval. This means that marketers have to reimagine not just how they communicate, but the why and what they choose to share. I'm documenting this transformation. I am the Brand Populist.

People no longer just buy products or services; they buy companies, which means policies and practices are just as important as brand promises, and that the traditional tools of marketing -- imagined benefits, emotional associations, and other inventions of traditional branding -- won't alone satisfy their expectations. Increasingly, today's purchasers see themselves as owners instead of consumers or users, for they own sales results, and can thereby exert their authority either through their patronage, as committed loyalists, or via boycotts, which they use to express their disapproval. This means that marketers have to reimagine not just how they communicate, but the why and what they choose to share. I'm documenting this transformation. I am the Brand Populist.
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Location:

United States

Description:

People no longer just buy products or services; they buy companies, which means policies and practices are just as important as brand promises, and that the traditional tools of marketing -- imagined benefits, emotional associations, and other inventions of traditional branding -- won't alone satisfy their expectations. Increasingly, today's purchasers see themselves as owners instead of consumers or users, for they own sales results, and can thereby exert their authority either through their patronage, as committed loyalists, or via boycotts, which they use to express their disapproval. This means that marketers have to reimagine not just how they communicate, but the why and what they choose to share. I'm documenting this transformation. I am the Brand Populist.

Language:

English


Episodes

Consumers As Stakeholders

1/4/2019
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Businesses have impacts on consumers’ lives that far exceed the effects stock price ups and downs have on shareholders, and remain beyond the reach that any boycott or purchase choice might influence. But I think things are changing...

Duration:00:05:44

Paris Has A Communications Problem

12/8/2018
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At its heart, climate change is and always will be a populist issue. Using the term to define, or even excuse senseless street violence gives it a bad name.

Duration:00:04:45

A Show That Discourages Awareness

11/29/2018
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You’d think the organizers of the North American International Auto Show would have brainstormed ways to make it easier for media to attend, but that's not the case; in fact, they've made it harder.

Duration:00:04:58

Less Transparency Is The Rule, Not The Exception

11/12/2018
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I find it crazy that we’d actually know less about company performance now than we did back in the old days of pencil scrawls on ledgers and stock valuations accomplished by hand gestures on noisy, crowded exchange floors, but so be it. Apple has a point.

Duration:00:04:16

#googlewalkout: Exception or Trend?

11/2/2018
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It would be truly radical if its employees stepped up to assume that responsibility; so less isolated gestures of justified indignation, and more proactive attention to the ways stuff gets done. Doing so would require that they extend the purview of their awareness beyond the issues that touch only them, and include the rest of us.

Duration:00:04:28

Sears Should Throw A Hail Mary

10/25/2018
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The cultural, economic, and even political trends all point to local experience as a counterpoint to the lonely and placeless world of Internet shopping. If Sears could commit to making good on being a truly local People's Store (i.e. the anti-Walmart), it might…just might…entice folks to join it. Not shop it. Not work for it. Join it.

Duration:00:03:53

Labeling Will Change How Products Get Made

10/6/2018
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I think product labeling is going to force substantial change not only in how things are sold, but how they’re made. And I’d characterize it as a populist phenomenon. I say that because there are at least three things going on at the same time...

Duration:00:05:22

Oil Companies Feel The Heat

9/29/2018
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Recently three big oil companies — ExxonMobil, Chevron, and Occidental — joined an industry group that encourages technologies that reduce greenhouse gases. This should be considered a victory for reality and for popular sentiment, if not evidence of visionary corporate leadership.

Duration:00:04:56

What's The Matter With Soup?

9/14/2018
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Campbell's Soup keeps trying to come up with changes to its flagship product instead of finding better reasons for people to consume it. History is on it's side, if only it would see its challenge in that context...

Duration:00:04:31

Nike's Kendall Jenner Moment?

9/6/2018
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Lots of people are either thrilled or angry at Nike for featuring Colin Kaepernick in ads celebrating 30 years of its “Just Do It” campaign. Most branding gurus are in a tizzy because the move boldly prompted such reactions, which is the point of marketing. I say it does a far better job of what Pepsi tried — and failed — to do with its horrible Kendall Jenner commercial last year. And that's the problem.

Duration:00:04:36

Tesla, Climate Change, Terror, and Sexism

8/17/2018
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People were shocked when Elon Musk recently tweeted about taking Tesla private, and then they took in stride his mention of possibly using Saudi money. Yeah, Saudi, as in Saudi Arabia. You know, the folks who gave the world climate change, Islamic terrorism, and state-sanctioned oppression of women. Talk about strange bedfellows.

Duration:00:04:45

Brand Refresh vs. Brand Improvement

8/7/2018
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I recently flew on Lufthansa and noticed that my plane’s exterior wasn’t painted with its traditional yellow...so I wondered "who actually asked for this change?"

Duration:00:04:14

Wells Fargo Commits Advertorial Abuse

7/29/2018
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Wells Fargo chose to run full-page newspaper ads that look like journalism, but fail to communicate anything worthwhile or memorable. Here's what it could have done...

Duration:00:04:06

What Is Brand Populism?

7/22/2018
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What is brand populism? JSB gives a 5-minute overview of this emergent business model that could change the way companies communicate with their stakeholders.

Duration:00:05:52