Intro to Civil Branding
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Transcript of Intro to Civil Branding
![Page 1: Intro to Civil Branding](https://reader033.fdocuments.in/reader033/viewer/2022060116/5580f678d8b42a9d198b48a1/html5/thumbnails/1.jpg)
Just what is Civil Branding?
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Civil branding is about harnessing the power of branded communications for social influence and brand difference.
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Think about Dove’s ‘Campaign for Real Beauty’
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Think about Citibank’s ‘Live Richly’ long running campaign
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Think about Honda’s ‘Power of Dreams’ positioning
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Think about other brands you know and their messages
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Socially influential brands promote progressive ideas that have the potential to create dialogue and advance society’s current agenda.
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Valuing different perspectives
Celebrating creativity as a force for human development
Encouraging egalitarianism and liberty
Raising women’s self esteem
Active pursuit of happiness, Carpe Diem
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Why should you care as a marketer?
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We feel this is the next avenue to drive customer preference and that consumers are ready for it now.
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Why now? Scarcity of attention increases consumer demand for depth in brand meaning – especially non-functional relevancy.
Brands have more of a social role to play as evidenced by efforts like CSR and the increasing devotion to hero brands.
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<25 26 to 35 36 to 45 46 to 55 >550%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Required to tailor mes-sages accoding to effect on societyShould consider how messages influence pub-lic attitudesFree to promote any kind of message
How much freedom should companies have in promoting messages to society?
Source: Civil Branding UK survey
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15% 20% 25% 30% 35% 40% 45% 50% 55% 60%0%
2%
4%
6%
8%
10%
12%
Audi
BMW
Ford
Honda
Land Rover
Mercedes-BenzMini
Porsche
Renault
Skoda
Toyota
VW
Volvo
f(x) = 0.262344071102184 x − 0.0367181833635954R² = 0.896609584834363
% REJECTION
% M
OST N
EG
ATIV
E IM
PA
CT O
N S
OC
IETY
People who think civil branding qualities are important are much more likely to reject uncivil brands (automotive e.g.)
Source: Civil Branding UK survey
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Which brands are performing?
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Civil Branding Heroes
Civil Branding Advocates
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Our goal is to learn from the best performing brands in order to help other companies create more civil brands.
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