.
Side effects may not appear
>> THE REALITY IS, WITH THE
INTERNET AND SOCIAL MEDIA,
WHAT'S GOING ON IS PEOPLE HAVE
BEEN CAN CONTROL THE BRANDS.
IT'S CONSUMER AT THE END OF THE
DAY.
SO CEOS ARE STUCK BETWEEN A
ROCK.
HOW DO I DELIVER WALL STREET
MAKE SURE I KEEP MY
SHAREHOLDERS HAPPY?
BUT HOW DO I KEEP MY CUSTOMERS
AND CONSUMERS HAPPY.
WHEN YOU'RE A BIG BRAND, WE
HAVE A SAYING, YOU ADVERTISE
THE SIMILARITIES, REMARK IT TO
THE DIFFERENCES.
SOMETIMES YOU MARKER TO THE
DIFFERENCES, PEOPLE TO QUICKLY
LOOK AT IT AND DON'T READ THE
BODY COPY.
THEY DECIDED TO GO ALL CANCEL
CULTURE.
IT'S TOUGH TO BE A CEO.
>> BUT SOME OF THESE BOYCOTTS
CHARGED BY SOCIAL MEDIA ARE
BALONEY.
THEY ARE TINY NUMBER OF PEOPLE
BUT THEY ARE SUPER CHARGED BY
SOCIAL MEDIA SO YOU THINK IT
WOULD BE A MASSIVE BOYCOTT.
JEFFREY?
>> THESE BOYCOTTS ARE
BACKFIRING, AS WELL, AND WE
HAVE AN ARTICLE THAT'S ON
FORTUNE MAGAZINE TODAY THAT
TAKES A LOOK AT HOW THESE
ANTI---
JOGGERS, IT'S NOT WORKING
WORKING FOR.
THEN THE TARGETING ON EVERY
GREAT ALL-AMERICAN PILLAR,
EVERY PILLAR LIKE, APPLE, COKE,
DELTA YOU BETTER HAVE YOUR
BEVERAGE COMPANY IF YOU DO KNOW
OF THESE BOYCOTTS.
NIKE, AND BY THE, WAY WHAT'S
THE SECRET THERE?
THOSE COMPANIES WERE PERFORMING
VERY WELL.
NO, THE RETAILERS ARE DOING
WELL.
BUT EVERYBODY, MICROSOFT,
TARGETED APPLE, THEY'RE UP 40
50%.
MEANWHILE THE ANTI WAR OLD
COLONY HER THEY DOING?
THEY'RE DOING TERRIBLY.
EVERY ONE OF THEM RAMY SWAMI,,
HE'S GOT, EVERY ONE OF HIS
FUNDS IS ABOUT THE AMOUNT OF
MONEY CEO MAKES A YEAR $12
MILLION UNDER CEO COMPENSATION.
HE'S GOT MY PILLOW, THEY HAD TO
CLOSE OTHER RETAIL STORES AND
THEY JUST LOST 100 MILLION
DOLLARS.
YOU TAKE A LOOK AT SOMETHING
CALLED THE AMERICAN CREWS
SERVING VALUE FINDS.
THEY TARGETED TARGET.
HOW ARE THEY DOING?
THEY DON'T EVEN MAKE THE S&P
AND THEY HAVE THE NERVE TO
TARGET TARGET?
>> I'VE GOT TO.
MOVE BOBBY, SPECIALIZE IN
CRISIS COMMUNICATIONS.
WHAT DO YOU THINK OF HOW
COMPANIES ARE HANDLING THIS?
>> WELL, THE FIRST THING, THE
FIRST PROBLEM IS THEY NEED TO
GET WAY AHEAD OF THIS SO THEY
DON'T GET INTO THE SITUATION OF
THE FIRST PLACE.
ONCE YOU HAVE THE CRISIS --
>> WOULD IT LOOK, LIKE GETTING
WAY OUT AHEAD OF THIS?
BECAUSE THESE --
>> IF IT WAS AVAILABLE --
>> THEY WANT TO GO AFTER ANY
COMPANY THAT HAS ANY AFFINITY
GROUPS.
IT COULD BE ANY THOUGHTFUL
COMPANY OUT THERE.
>> AROUND THIS DIALOGUE PROJECT
AT DUKE.
IT FOCUSED ON THE INTENSITY OF
THE POLARIZATION IN THIS
COUNTRY AND WHAT ROLE BUSINESS
COMPLAIN HOW IT IMPACTS
BUSINESS.
THE INTENSITY OF THE
POLARIZATION, AS BANDS AS IT
WAS TWO YEARS, AGO IS
SUBSTANTIALLY WORSE TODAY.
THERE IS PRETTY EASY ACCESS TO
DATA THAT COULD QUANTIFY THAT
FOR YOU.
SO COMPANIES, WHEN IT COMES TO
MARKETING THESE PRODUCTS, NEED
TO BE MORE SOPHISTICATED ABOUT
THE BOOMERANG EFFECT AND MICRO
MARKETING.
MICHAEL MARKETING USED TO BE
GOSPEL, IT WAS UNDERSTOOD AND
SOMEWHAT CONTAINED.
NOW, AS YOU SAW THE BUD LIGHT
EXAMPLE, EVEN MICRO MARKETING
AND BLOWUP INTO LARGER ISSUES.
SO GETTING OUT IN FRONT MEANS
PAY ATTENTION TO DATA, USING
SOME A.I., AND BEING
COMFORTABLE WITH PREDICTIVE
ANALYTICS TO BETTER ANTICIPATE
THE INTENSITY OF THE BLOW BACK.
AND THAT'S WHY YOU SEE
COMPANIES LIKE BUD LIGHT SAYING
WE'RE GONNA FOCUS NOW ON MUSIC
AND SO FORTH.
MARKETING RULES HAVE CHANGED,
AND THE IMPACT IS SUBSTANTIAL.
I HEAR WHAT JEFFREY IS SAYING,
BUT TARGET HAS LOST A LOT OF
MARKET CAPITAL LAST COUPLE OF
MONTHS.
ANALYZER BUSHES LET LOST A LOT
OF MARKET CAP, TENS OF BILLIONS
OF DOLLARS IN THE LAST COUPLE
OF MONTHS.
THE ISSUES ARE REAL AND MUCH
MORE SEVERE TODAY THAN THEY
WERE.
SO IF YOU DON'T GET OUT IN
FRONT AND THEN IF THE CRISIS,
BEST PRACTICE IS THEY HAVE
STRONG FRAMEWORKS WHERE THEY
PULLED TOGETHER ALL OF THE
DIFFERENT STAKEHOLDERS AND TRY
TO FIGURE OUT A COURSE OF
ACTION RAPIDLY BUT ENGAGING ALL
THE DIFFERENT PEOPLE AFFECTED
BY.
BUT I'M TELLING YOU, ONCE THE
CRISIS HIT, IT'S TOO LATE.
>> MARCUS, HERE'S THE THING.
IF YOU USE THE A I USE THE DATA,
COMPANIES HAVE LEARNED BEING
LGBTQ+ INCLUSIVE IS GOOD FOR
BUSINESS ESPECIALLY IF YOUR
CUSTOMERS ARE YOUR EMPLOYEES
ARE YOUNG.
SO THOSE COMPANIES ALL HANDLE
DATA ON THEIR SIDE.
AND NOW THEY'VE GOTTEN HIJACKED
BY THIS SMALL GROUP THAT IN
SOME INSTANCES IS BORDERLINE
TERRORIZING THEM AND THEIR
EMPLOYEES.
NO DATA WOULD TELL YOU THAT.
>> THE DATA PROVIDES THE
INFORMATION THAT WE NEED, BUT
WHAT WE NEED IS INTIMACY.
WHAT DOES IT MEAN TO THESE
PEOPLE?
WE'RE LOOKING AT BRAND, TO
BOB'S POINT, SOME OF THE DAY
YOU FOLLOW THAT THE COMPANIES
ARE DOWN.
BRAND IS A LONG TERM TIME
HORIZON.
WHAT DOES THE BRAND MEAN IN THE
MINDS OF PEOPLE OVERTIME?
AND THAT REQUIRES A GREAT --
TO HOW PEOPLE MAKE NEEDING OF
THESE BRANDS.
THE MOST POWERFUL BRANDS ON THE
WORLD PEOPLE USE NOT FURTHER
UTILITY BUT FOR THEIR IDENTITY
CONGRUENT.
AS A WAY OF SIGNALING TO THE
WORLD WHO THEY ARE AS IDENTITY
PROJECTS.
SO THE THINGS YOU ARE SEEING
PUSHED BACK FROM THE OPPOSITION
'S ADINA WON THEIR IDENTITY
ASSOCIATED WITH THEM.
BUT THERE ARE MORE PEOPLE WHO
NOT ONLY WANT THEIR IDENTITY
ASSOCIATED WITH THESE EFFORTS,
BUT THEY ALSO ARE CONSUMING AND
ADVOCATING FOR THE BRAND.
THAT'S FAR MORE POWERFUL THAN
DAY-TO-DAY COMMERCE THROUGH
SEEING RIGHT NOW TODAY.
WHEN YOU THINK ABOUT BRAND, YOU
HAVE TO THINK ABOUT THE LONG
TERM.
WHAT DOES IT MEAN TO THESE
PEOPLE IN OUR HEARTS AND MINDS?
AND OVERTIME, HOW ARE THESE
PEOPLE GONNA CONSUME?
HOW ARE THEY GONNA ADVOCATE AS
WEISER PROJECTING WHOSE THEY
WHO THEY ARE IN THEIR IDENTITY
PROJECT?
>> DUDA >> IT'S LIKE YOU SAID,
MIKE, IS IT'S HEARTS AND MINDS.
WE ARE HUMANS.
WE'RE IRRATIONAL CREATURES.
SO IT'S LIKE, MARCUS, YOU'RE
ABSOLUTELY RIGHT, I JUST BOUGHT
YOUR BOOK, FOREIGN TO READING
IT.
IT'S GREAT BLAND ARE WORTH MORE
ON WALL STREET THAN THINGS THAT
MIGHT BE A BETTER PRODUCT OR
SERVICE.
GREAT BRANDS HAVE VALUES.
GREAT BRANDS ARE THINGS THAT,
IT'S WHAT YOU SAY ABOUT IT WHEN
YOU LEAVE THE ROOM KIND OF
THING.
>> BUT WHAT HAPPENS WHEN VALUES
OR CULTURE IS EVOLVING AND
CHANGING?
AND BRANDS ARE TRYING TO MOVE
WITH THEM?
AND SUDDENLY PEOPLE ARE GETTING
ANGRY?
>> YOU CAN MOVE WITH THEM, BUT
YOUR CISTERN FOR WHAT YOU ARE.
YOU CAN'T FAKE THAT.
THE CHICK-FIL-A, JUST TO UPSET
SOME PEOPLE, CAME OUT SO WE CAN
THEY HIRED A DNI PERSON,
THEY'RE GETTING WORK.
PEOPLE WENT NUTS.
I'M GONNA BOYCOTT.
THE NO NEWSROOM FOR SOME TWO
AND A HALF YEARS AGO.
PEOPLE WERE GONNA GET, WE'RE
GONNA BOYCOTT.
WE'RE GONNA GO BECAUSE GUESS
WHAT?
THEY PROBABLY HAVE DNI PEOPLE
TO, RIGHT?
>> EVERY SMART BUSINESS DAYS.
>> NEVER HUNDRED 40,000
EMPLOYEES THAT ARE MANNING THE
STORES.
WHEN YOU LOOK AT THE DATA, THE
TURNOVER IN THE 344%.
THEY ARE WAY BELOW THAT BECAUSE
THEY KNOW HOW TO TREAT PEOPLE.
TO GET THE BEST PEOPLE YOU HAVE
TO KIND OF GO WITH THE TIMES.
DOESN'T MEAN IS A BRAND WHERE
THEY STAND FOR, IT STILL CLOSED
ON SUNDAYS, THEY STILL DOING