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The crucial difference between these two ads?
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Relatability and alignment. Pepsi chose pop-culture figure Jenner, a white woman born into family wealth and celebrity. Many viewers were turned off by the incongruency of Jenner as a stakeholder in the movements against police brutality and racial injustice. Kaepernick, on the other hand, is biracial. Born to a single mother who made an adoption plan, he was raised from infancy by white parents.
As a person of color with a foot in both worlds, he has a believable personal investment in the causes the two ads championed. Kaepernick also narrates the commercial, literally giving him a voice amplified by Nike's massive marketing reach.
In the age of social media, backlash isn't always a terrible thing. On the campaign trail, Donald Trump generated an enormous amount of free press. His brash, unfiltered attitude and blunt words created all sorts of public backlash. Look where he is now. The same snowball effect holds true in social media marketing. You must be aware that when you approach a controversial topic, you'll have a lot of supporters and a lot of detractors.
The more the two sides debate, the more your company's name comes up in public discourse. Nike's Kaepernick ad reignited the media circus that had surrounded much of the NFL season. An extreme closeup of Kaepernick's face featured prominently in the campaign, and news outlets plastered his image with nearly every headline about Nike's 30th anniversary marketing effort. Supporters voiced their affirmations, and naysayers voiced their strong disapproval.
Many of his opponents are primarily older, white conservatives. Buying Nike products became its own statement of support for the causes Kaepernick represents. The rule likely was a reaction to the NFL's drop in ratings and public pressure. From a branding perspective , the Kaepernick ad was a golden opportunity for Nike to cement its values.
Even if it means sacrificing everything. He hasn't played in the NFL since.
Kaepernick alleges that the League's team owners have colluded to keep him off the field, and his legal case against the NFL is pending. Success comes down to how well you can predict the big picture and gauge the ripple effects. Take a page from Nike's playbook next time you contemplate taking on a controversial topic to gain exposure. Done right, it can build unbreakable trust bonds with the loyal customers who identify with you the most. In the process, you'll solidify your company values in a big spotlight. Entrepreneur Media, Inc. In order to understand how people use our site generally, and to create more valuable experiences for you, we may collect data about your use of this site both directly and through our partners.
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Revoke Consent Submit Consent. The initial outrage cost Nike some customers but sealed its relationship with a much larger, and growing, customer base. Instead of spending or asking people to spend a big amount per head on a meal out - instead do it yourselves 'in-house'. Perhaps ask every staff member of staff to bring in some interesting food. This can be especially rewarding for groups of varying ethnicity. Food reflects culture, and so offers a helpful basis for improving mutual awareness. If you have a kitchen most workplaces do , then you can handle a certain amount of hot food.
If you don't have a kitchen, then be creative with some camping stoves or an outside barbecue. That's assuming you want to serve hot food. Otherwise keep it to a cold buffet, which depending on the weather and time of year, can be perfectly acceptable. When you feed people in-house, on a biggish scale, it is very cost-effective and can produce excellent quality and quantities of food, for a fraction of eating-out costs.
Many groups will expect an alcoholic drink of some sort. Often alcohol is appropriate. Again be creative and imaginative.
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Again seek help and involvement from staff members with experience and skills in making and providing drinks for large groups. Recipes are available on the web. Consider the strength of drinks that you provide and consider implications of people's health, proper behaviour, transport, driving, etc.
Most offices have a big space somewhere which can be quickly reorganized to produce a good-sized area for setting up a buffet and eating. Maybe offer starters, mains, and deserts in different departmental rooms, so people circulate and get to know each other better. If you don't have a room or rooms then go out and find the space you need. Again be imaginative and creative. There are interesting spaces everywhere. Find some space and make it work.
Decorate the venue. Appoint a team to do this - and to dismantle and tidy up too. A consistent problem affecting traditional workplace parties and social events is that people tend to drink a lot when nothing else entertains them. People engage relatively little, with the event, and with each other.
Organized activities instead get people involved and mixing and having fun together, which develops mutual understanding, builds relationships and teams, and diffuses tensions. So think of some activities on which to build your event - to give people some entertainment apart from eating and drinking. Think about activities which will be different and participative, so that people will be active and entertained, rather than sat down drinking and chatting about work and office politics, etc.
As already suggested, a really useful tone-setting idea is to have the bosses and executives take a leading role in serving and waiting on the staff. The tone of the event is important. Staff will be positive if the tone is right. If the bosses stand aloof and refuse to help and get involved, then the tone will be unfair and wrong, and staff will not put effort and commitment into the event. If the tone is right and good and fair, then staff will respond positively.
Consider that in very many organizations throughout the year, staff see senior managers and bosses enjoy longer lunch-breaks, expenses-paid-for trips and meals, big company cars, reserved car-park spaces, better salaries, bonuses and perks, and all sorts of other privileges. So wouldn't it make a refreshing change for once if the bosses served the staff? You bet it would. A workplace social event is an opportunity for the organization to say thank you to its people.
A sit down meal with drinks in a restaurant will achieve this to a degree, and of course in many cases is entirely appropriate, but for many other situations, a social event can achieve a lot more. Emotions and feelings within each of us are 'triggered' in different ways. We think differently and therefore see things differently. We often do not imagine that other people may see something quite differently to how we see the 'same' thing.
Management and relationships, in work and outside of work too, depend heavily on our being able to understand the other person's view, and what causes it to be different to our own. To illustrate this, and to explore how mental associations can 'colour' US-English 'color' our worlds differently:.
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Note: If anyone sees all the days as the same color, or sees no colour association at all, or perhaps sees or senses a more powerful alternative association, then this is another equally worthy personal viewpoint and difference. The days of the week are a simple fixed pattern. Yet we see them in different ways. It is easy to imagine the potential for far greater differences in the way we see more complex situations - like our work, our responsibilities and our relationships, etc.