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Transcript of Milano talk
“To See Ourselves as Others See Us”
Charlie Robertson And
Kim Sheehan
Perceptions of Nations and how these are used in Marketing and Advertising
Nation Branding
• “Measuring, building and managing the reputation of countries” (Olins, 2002)
• “A country’s identity that has been proactively distilled, interpreted, internalized and projected internationally in order to gain international recognition and to construct a favorable national image” (Akotia, 2009)
Diplomatic ability gained throughout communication of a country’s culture, political ideas, and policies.
• Opposed to ‘hard power’: coercion through military strength
• Soft power affects tourism, internal investments, exports, pride
Nye’s Notion of Soft Power
A Nation’s Brand = Its People
• Based on values• Economic standards, quality of life,
education• Built over years• So…..
International Number Ones
Selective Values
• Data from “Information is Beautiful” blog
• London-based author
• London is best at “CCTV”
2014 Commonwealth Games
• Known as “The Friendly Games”• Decision date: November, 2007• Bidding cities
– Glasgow, Scotland– Abuja, Nigeria– Halifax, Canada
“The Friendly Games”: October 2006
• The documentary “Feral Boys of Glasgow” aired on CBC-TV
• “I’ll take you to a very dangerous place. Not Iraq or Afghanistan, but Glasgow. When the sun goes down, the feral boys come out.”
• Portrayed Glasgow as a city gripped by gang violence for over 100 years
Response to “Feral Boys of Glasgow”
• Broad international media coverage• Hundreds of online conversations• Example conversation comparing Glasgow to Canada:
“ I think there’s at least a logical element at work with the crimes being committed in Rexdale. When there's violence, it's usually for the purposes of material gain, or to get revenge on someone who's impeded your efforts or disrespected you in some way. With these Glasgow yobs (I think I'm using that word right!) they just want cut each other up "because."
The Friendly Games:May 2007
• Nigerian sports minister broke rules which forbid competitive cities from commenting on other bids
• Commented on Glasgow’s crime and compared it, unfavorably, to stats of the capital city of Nigeria
The Friendly Games: November 2007
• Abuja, Nigeria was seen as the favorite, as Africa had never hosted the Games
• Halifax withdrew after government pulled funding
• 2014 Games awarded to Glasgow because of their technical expertise from hosting other types of games
• Vote:
Welcome to Glasgow
Home of the Commonwealth Games 2014
Key Challenges
• Being aware of the negative messages• Addressing message complexity• Our investigation concerns perceptions of
national characteristics:– “To See Ourselves as Others See Us”
Our concept is: The Russian Doll theory-multi layers with common thread
Extracts from To A LouseBy Robert Burns
[On seeing one on a well dressed lady's bonnet, at church.]
Ha! Ye ugly, creepin, blastit wonner,
Detested, shunn'd by saunt an' sinner,How dare ye set your fit upon her,Sae fine a lady!Gae somewhere else, and seek your dinnerOn some poor body.
O wad some Pow'r the giftie gie usTo see oursels as others see us!It wad frae mony a blunder free us,An' foolish notion!
Our journey
• A range of observations, frameworks and hypotheses fused in to the – Russian Doll Theory
Glasgow-Boston-Milan-Moscow, a detour to Oslo, via Wales and back to Glasgow
• Identifying the universal, the particular, the local versus general and downright peculiar to create a general theory
SheehanTours
A range of aspects arise in communications using facets of Nations and their traits
• Tribalism• Caricature• Stereotype• Typecasting• Archetype• Epitomes of national characteristics
Some stopping points on the tour• Commnet on Glasgow’s violent image vs. Milan• Identifying a defining characteristic of a nation• Key facets of culture• Nicolson 2 book theory and Belli’s use of idioms• Observational framework to depict nations, with examples• Semiotics of national currency• Thinking of nations as brands driven by values• How brands can define nations• Unification emphasises differences, with an example counter to this• 3 ways to use national provenance in branding• Sheenan’s Russian Doll Theory
– Part 1 – Big vs. Wee (small)– Part 2 – Dolls with different faces– Part 3 – The multi layered self
“This is Scotland; we’ll just set aboot ye!”
• John Smeaton - Hero For Our Time:
• One Brave Weegie Takes on al-Qaeda
"Il bue che dice cornuto all'asino"
"Il bue che dice cornuto all'asino"
"Il bue che dice cornuto all'asino"
Definition of nation
A social group which shares a common ideology, common institutions, and customs, and a sense of homogeneity.‘Nation’ is difficult to define so precisely as to differentiate the term from from such other groups as religious sects, which exhibit some of the same characteristics. In the nation, however, there is also present a strong group ‘sense’ of belonging associated with a particular territory considered to be peculiarly its own.
Definition of nation
A social group which shares a common ideology, common institutions, and customs, and a sense of homogeneity.‘Nation’ is difficult to define so precisely as to differentiate the term from from such other groups as religious sects, which exhibit some of the same characteristics. In the nation, however, there is also present a strong group ‘sense’ of belonging associated with a particular territory considered to be peculiarly its own.
Definition of nation
A social group which shares a common ideology, common institutions, and customs, and a sense of homogeneity.‘Nation’ is difficult to define so precisely as to differentiate the term from from such other groups as religious sects, which exhibit some of the same characteristics.
In the nation, however, there is also present a strong group ‘sense’ of belonging associated with a particular territory considered to be peculiarly its own.
Add Trompenars Layers of Culture on to this to think of differentiation and belonging ...
Artifacts and products; the surface differences
Norms and values
Underlying assumptions
Add Trompenars Layers of Culture on to this ...
Artifacts and products; the surface differences
Norms and values
Underlying assumptions
...for, as long as but a hundred of us remain alive, never will we on any conditions be brought under English rule. It is in truth not for glory, nor riches, nor honours that we are fighting, but for freedom – for that alone, which no honest man gives up but with life itself.
Nicolson 2 book theory
• Read 2 books about a country; – an outsider looking in – an insider looking out
Universality in idioms
• Nicola Belli’s use of idioms
• The Milanese explained - he is from Parma
Populations Imbued by a Myth of Common Descent
Race
Religion
Geography
Flora
Fauna
Climate
Architecture
Currency
HeraldryPastSufferings
EconomicTrend
Heroes
VillainsFood
Drink
Habits
CommunityEvents
Moral Values Art & Literature
Idioms & legends
Spot the Nation
•A: England
Populations Imbued by a Myth of Common Descent
Race
Religion
Geography
Flora
Fauna
Climate
Architecture
Currency
Heraldry
Past Sufferings
Economic Trend
Villains
Food
Drink
Habits
CommunityEvents
Moral Values Art & Literature
Idioms & legends
Heroes
Owain Glyndŵr Rebel leader and early exponent of guerrilla warfare whose popular uprising against English rule in the early 15th century lasted more than a decade
Use the Semiotics of Money
Define the Core Values of Nations as brands
• Gather image and word associations• Cluster these• Distil them to no more than five • Define an underlying value to the cluster
– Values drive behaviour
unease uncertainty
the East
peer group pressure
German Brand Values
achievements
business
Beethoven
philosophers
regard for others
concerned
Founders of the (EEC) EUUnification
fear of being wrong
pride
Shame of the past
winning
self fulfilment
number one
best cars
Big and Rich
sports, football
arrogant
correct
heroes
Weimar
Strive for leadershipIn sustainability
unease uncertainty
the East
peer group pressure
German Brand Values
achievements
business
Idealism(historical)
Beethoven
philosophers
Citizenship
regard for others
concerned
EU
Insecurity
Unificationfear of being wrong
pride
Shame of the past
Success
winning
self fulfilment
number one
best cars
Big and Rich
sports, football
arrogant
correct
heroes
Weimar
Strive for leadershipIn sustainability
Founders of the (EEC) EU
Fearsomeness of Scots- rooted in values
• The levels of threat storyThreat levels have been raised and the English went from Miffed to PeevedThen irritatedTo - A Bit Cross.
Terrorists have been re-categorised from "Tiresome" to a "Bloody Nuisance.”The last time the English issued a "Bloody Nuisance" warning level was when tea was in short supply in 1940.
The Scots raised their threat level from "Pissed Off" to "Let's get the Bastards" They don't have any other levels. – which is why they are the front line troops of the British Army
Analyse Brands as Embodiments of Nations
Authoritative Creative
Fair
Copes easily with ambiguity
Diverse
Credible
Integrity
Respect
Open
Truthful
Enriching
Equitable
Leadership Distinctive
Ethical
Knowledgeable
Innovation
RiskTaking
Objective
Supports eccentric Individuals
Honest
What gets reported gets talked about and what gets talked about gets reported
Brands as Embodiments of Nations
A deep need to Escape from Germany
Brands as Embodiments of Nations
A Peculiar Universality- a singing competition to bring us all together
Ad break from Oslo
QuickTime™ and aSorenson Video 3 decompressorare needed to see this picture.
Sources of Image Leverage
CountryImage
Brand Image
CompanyImage
IndustryImage
Source: Dowling’s Corporate Reputation
24 3
5
6
1
RED
SP I
DE R
®be
t ter b
r an d
s tra
tegy
3 sources of marketing leverage using national identity
1. Countries have reputations for excellence Made in country x carries weight for different
industries e.g. Swiss watches
RED
SP I
DE R
®be
t ter b
r an d
s tra
tegy
The first ‘made in’ was a defensive move
- a mark to differentiate English knives from cheap German imports
1. Countries have reputations for excellence Made in country x carries weight for different industries
e.g. Swiss Banking
2. Brands can utilise aspects of country image and confer values on country image e.g. Coca Cola, Levis, Disney epitomise USA internationally e.g. Mercedes, BMW, VW, Audi embody Germany’s superior engineering
& the Swiss make great chocolate
RED
SP I
DE R
®be
t ter b
r an d
s tra
tegy
3 sources of marketing leverage using national identity
Swiss ad break using negative associations
QuickTime™ and aSorenson Video 3 decompressorare needed to see this picture.
1. Countries have reputations for excellence Made in country x carries weight for different industries
e.g. Swiss Banking
2. Brands can utilise aspects of country image and confer values on country image
e.g. Coca Cola, Levis, Disney epitomise USA internationally e.g. Mercedes, BMW, VW, Audi
3.Companies can position themselves as flagships e.g. Qantas - the spirit of Australia.
Note how British companies divorce from nationhood e.g. BA, BP
RED
SP I
DE R
®be
t ter b
r an d
s tra
tegy
3 sources of marketing leverage using national identity
3 sources of marketing leverage using national identity1. Countries have reputations for excellence Made in country x carries weight for different industries
e.g. Swiss Banking
2. Brands can utilise aspects of country image and confer values on country image
e.g. Coca Cola, Levis, Disney epitomise USA internationally e.g. Mercedes, BMW, VW, Audi
3.Companies can position themselves as flagships for countries e.g. Qantas - the spirit of Australia.
Note how British companies divorce from nationhood e.g. BA, BP
RED
SP I
DE R
®be
t ter b
r an d
s tra
tegy
The sense of belonging notion
• Russian Doll Theory part 1 of 3
Up close and
personal
SocietalScale
Global
Local
How we relate to the world
Up close and
personal
SocietalScale
Global
Local
UK’s longest running and most watched soap opera – all on one street in Northern England
Up close and
personal
SocietalScale
Global
Local
UK’s longest running and most watched soap opera – all on one street
First ever comprehensive series on the natural history of the world's oceans by the BBC included creatures and behaviour that had previously never been filmed
http://www.youtube.com/watch?v=O6Cjced9RX0
Up close and
personal
SocietalScale
Global
Local
http://www.youtube.com/watch?v=68t6PhbYiSo
In the middle of WW2 – save one young man and bring him home to Mom
UK’s longest running and most watched soap opera – all on one street
First ever comprehensive series on the natural history of the world's oceans included creatures and behaviour that had previously never been filmed
http://www.youtube.com/watch?v=O6Cjced9RX0
http://www.bing.com/videos/search?q=youtube%20Blue%20Planet&docid=1596029206935&mid=191A73D503702C074739191A73D503702C074739&FORM=LKVR3#
Up close and
personal
SocietalScale
Global
Local
http://www.youtube.com/watch?v=68t6PhbYiSo
In the middle of WW2 – save one young man and bring him home to Mom
UK’s longest running and most watched soap opera – all on one street
First ever comprehensive series on the natural history of the world's oceans included creatures and behaviour that had previously never been filmed
A call to the world to help recovery from a local disaster
http://www.youtube.com/watch?v=8IySBl2aq-A http://www.youtube.com/watch?v=O6Cjced9RX0
http://www.bing.com/videos/search?q=youtube%20Blue%20Planet&docid=1596029206935&mid=191A73D503702C074739191A73D503702C074739&FORM=LKVR3#
Up close and
personal
SocietalScale
Global
Local
http://www.youtube.com/watch?v=68t6PhbYiSo
In the middle of WW2 – save one young man and bring him home to Mom
UK’s longest running and most watched soap opera – all on one street
First ever comprehensive series on the natural history of the world's oceans included creatures and behaviour that had previously never been filmed
A call to the world to help recovery from a local disaster
http://www.youtube.com/watch?v=8IySBl2aq-A http://www.youtube.com/watch?v=O6Cjced9RX0
http://www.bing.com/videos/search?q=youtube%20Blue%20Planet&docid=1596029206935&mid=191A73D503702C074739191A73D503702C074739&FORM=LKVR3#
Russian Doll Theory part 2 of 3
• Similar and different - 4 outlooks
Local
General
Universal
Particular
Local
General
Universal
Particular
Local
General
Universal
Particular
Local
General
Universal
Particular
http://www.youtube.com/watch?v=t6k6JmsctwE
QuickTime™ and aSorenson Video 3 decompressorare needed to see this picture.
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Russian Doll Theory part 3
• We are each multi-layered in senses of belonging– Our street– District– Town– Region– Country– Continent &.... Societal themes and causes
One world Brands
Guinness limits use of Irishness
QuickTime™ and aSorenson Video 3 decompressorare needed to see this picture.
... and returning to GlasgowGlasgu ="dear green place”
• A 15th century University town, a centre for the intellectual Scottish Enlightenment in the 18th century a global city in the 19th century with conserved architecture and a proud civic history.
Glasgow has a reputation for being
the friendliest city in the world.
... but it is the oddities that stand out
Epitome of Scotland • The Tartan Army – Scottish travelling soccer
fans have been regularly awarded a Fair Play prize
Brand defining a nation
• Scotland’s other national drink
To define what something is – first what is it not?
A Scottish Cultural Dilemma
IRN-BRU has a cunning plan.....
• Brazil have won 5 World Cups
• They’ve been at every tournament since it began
• Who better to help Scottish football than the best in the world?
IRN-BRU has a cunning plan.....
• & Like us they have friendly fans
Ambassador Archie Gemmill - Scottish Hero – best goal in world cup 1978
IRN-BRU advertising......in Brazil
Hello Brazil lets get together and make Scotland magic at football
• With Bruzilian help – Scotland will win the World Cup in 2034!• IRN-BRU encourages “closer relationships” between Brazil and Scotland – the result will be a victorious Scottish 2034 World Cup team.......
IRN-BRU advertising......in Brazil
Hello Brazil lets get together and make Scotland magic at football
Bru-zil 2034 soccer world cup bidneeds Brazilian Scots babies now
QuickTime™ and aSorenson Video 3 decompressorare needed to see this picture.
Thank YouKim [email protected]& Charlie [email protected]
Why do the Welsh wear Daffodils for St David’s day?
Football injects madness in men• http://www.youtube.com/watch?v=NVT-NK_c6LU
Local Rivalry runs deep
• Owned by Prime Mister Silvio Berlusconi
Competitive Stance fuels creative communications
Milan banner saying "Inter, the true comedy since 1908," with a caricature of Dante
Ostrogoths, Visigoths, Vandals, and Germans tried to destroy the ColiseumWill the Romans be able to do it?
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One ticket for any transport in Zurich- Idea could adapt to any town
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The Arrival of Freestyle Skateboarders
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Audi ad
British Council’s English Language Courses
Generic Language School Proposition, with a twist
A Universal Peculiarity
• January 25th • All over the world people celebrate• Many men in tartan kilts, stand and applaud
the parade of a haggis, which is then addressed with a poem and stabbed with a ceremonial dagger
• Then served up to be eaten with mash potatoes and turnip with a glass of whisky.
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Local
General
Universal
Particular