Where the condemnation of violence still seems ‘safe’, Patagonia clearly goes a step further by really choosing a side. Nike also dared it. The sports brand firmly stood behind American football player Colin Kaepernick. During the national anthem, Kaepernick knelt in protest at the many deaths among black men from police brutality. He came under a lot of criticism. Nike then distributed his portrait, which read ” Believe in something. ” Even if it means sacrificing everything. Just do it. Nike therefore glaringly chose its side in this politically charged discussion. Not everyone could agree with this action; a few distributed videos in response of them burning their Nike sneakers. Nevertheless, the action garnered a lot of sympathy below the line. 4. Be consistent and sincere Incidentally, such statements have to fit in with the ‘story’ and the face you put down.
Ask About Something That Plays in the Experience World
Do not make a social position dependent on the zeitgeist or any circumstances. As a brand, this shows a very ugly face: that of opportunism. In this way Patagonia was able to make the statement from the previous point of this article credible: it has been expressing itself for years against social injustice. Although Motion Pictures Email List especially in the field of nature conservation, in general the brand shows a progressive face in such expressions. 5. Drive interaction People have a problem with brands that only transmit. Again, this is important from a human perspective. After all, nobody has a monologue all day long. We look up the conversation. As a brand, that is therefore also sensible. Some questions you can ask: Ask your target group for their opinion, their experiences. Use a campaign to do some sort of customer satisfaction survey, and don’t be afraid of negative reactions.
Something That Plays in the Experience World
Incidentally, it is best to ask about other matters than what concerns your services and products. Also ask about something that plays in the experience world and touches on your brand. 6. Don’t just talk about yourself and don’t just talk about yourself This advice is also immediately understandable if you translate it into human behavior. Nobody likes people who only talk about themselves. So it causes irritation when brands do this. Look beyond your own products and services. For example, tap into current events, without directly linking your own brand to it. It is also powerful if you let your target group speak about you. User generated content is extremely valuable. After all, people are more likely to believe their peers – they have no commercial interest. A good example is the American GoPro, known for their actioncams. In their ‘Dollar Challenge Highlight’ campaign, they went in search of cool videos made by their customers. The best entries received a total of $1 million in prize money. 7.