Micz Flor on Wed, 14 Apr 1999 19:04:41 +0100 |
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Syndicate: Rebranding NATO |
funny indeed, with a spoonful of salt (makes the medicine go down!) -- >From: Hari Kunzru <hari@dircon.co.uk> >Date: Wed, 14 Apr 1999 18:12:31 +0200 > >Rebranding NATO: A SpinMute consultation document > >Executive Summary: > >As a long-term PR strategy, the current NATO campaign in the Balkans(TM) >has its drawbacks. As a brand, NATO's long term prospects look bleak >unless a serious reappraisal of its mission and values is undertaken. >Thus Mute's corporate presentation analysis wing (SpinMute) has >produced the following strategy document, aimed at improving NATO's >damaged consumer profile > >Current brand values: > >When surveyed, a representative sample of NATO core consumers (defined >as upper income genetically-pure Western European tax-payers) identified >'war' 'bombing' 'imperialism' and 'fear' as primary NATO brand values. >This is obviously unacceptable, since outside certain sectors of the >youth market these attributes are not perceived as benefits, or as >likely to lead positive purchase or endorsement action. > >Interestingly, the US-owned fashion brand 'TheWest', whose market >segmentation is in many ways congruent to that of NATO, received a >largely positive evaluation in the same survey. 'Freedom', 'Air Max' and >'consumer electronics' were marked highly in relation to 'TheWest'. In >line with this, it can be seen that recent cross-marketing initiatives >between NATO and TheWest have yielded positive benefits, especially when >NATO sales activities have been presented using TheWest branding, >promotional style and look. We recommend that these activities be >extended through every media channel. > >Stretch? > >One possible strategy for diluting the current negative appraisal of >NATO in the global conflict marketplace would be to extend the brand >into other related segments. Social service provision, work with the >disabled, light entertainment and a possible clothing brand are all >potential areas into which NATO might successfully move. By raising >brand awareness, particularly in the youth and female clerical sectors, >major perceptual shifts could be accomplished. One possible scenario >might include the production of a NATO telethon, the proceeds going to >aid victims of conflict, with the dual aim of launching a range of >blouson jackets, caps and record bags. Positive responses would be >generated by the donation of a nominal percentage of the retail price of >such items to NATO approved non-political charities. > >Total Rebranding > >Brand stretch will only partially solve the image problem created by >collateral damage sustained in NATO's recent aggressive marketing >campaign. It is suggested that the widest possible positive response >would be generated through a coherent strategy of rebranding, including >serious work on corporate identity and presentation. Possible avenues of >approach include changing the name 'NATO' with its downmarket retro >acronymic feel, to something more in line with current lifestyle trends. >'Peaceforce 2000' and 'WestLove!' have been suggested as potential >starting points for discussion. The current dark blue colourway and >compass-point logo are also problematic areas, being identified too >heavily with an ageing conservative market. Lilac, or this season's ecru >colour schemes might yield valuable results, especially if accompanied >by logo shapes based on feminine, soft lines. [See accompanying images >'lilac bunny', 'lilac daisy' for reference] > >Presentation techniques employed by NATO sales and PR representatives in >recent media briefings have been poor. Downbeat language and low quality >graphics have done untold damage to both share price and brand identity. >It is suggested that certain basic substitutions might redress the >balance. For 'air strike' the phrase 'peace sprinkling' should be used. >'Refugees' are ' unforeseeably mobile consumers' and 'tanks' should be >referred to as 'monster trucks' if NATO equipment, the word 'tank' being >reserved solely for PanSlav (TM) vehicles. Weaponry of any kind, if in >the hands of NATO troops must not be referred to in a disquieting >fashion. A good general guideline would be to employ the imagery of a >benevolent gardener, sowing the seeds of love and understanding in the >receptive soil of the Balkans (TM). Thus 'guided missile' goes to >'precision seedling' etcetera. > >Conclusion: > >NATO has an excellent chance of maintaining its market share well into >the twenty-first century, as long as it takes care to follow best PR >practice and sink a significant portion of investment into rebranding >and corporate presentation > >[This communication was framed by Hari Kunzru hari@dircon.co.uk, >director SpinMute, a unit of Mute Media Group Ltd, wholly owned >subsidiary of BigCorp Worldwide] > >Hari Kunzru Micz Flor [Content Development - micz@t0.or.at] http://helpB92.xs4all.nl - http://akut.t0.or.at =c=o=n=t=a=c=t================================================== c/o Public Netbase t0 / Museumsquartier / 1070 Wien / Austria t: +43.1.522 1834 / f: +43.1.522 5058 =s=o=l=i=d====================================================== AM 1476 KHz in Austria and our friends in Central Europe 22.15-22.20 ORF broadcasts news in Serbian language 22.20-23.00 currently open broadcasting window =e=n=d========================================================== ------Syndicate mailinglist-------------------- Syndicate network for media culture and media art information and archive: http://www.v2.nl/east/ to unsubscribe, write to <syndicate-request@aec.at> in the body of the msg: unsubscribe your@email.adress