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Talk
How rising collective awareness will make or break your brand

NOHO Disco
30min
  • #Media

Rising collective awareness (as a result of our massively networked world) started to dramatically change global perceptions, markets and reality.

Harvey Weinstein got away with sexual abuse and harassment for decades, until he didn’t. Within weeks he lost power, status and his company.

Travis Kalanick got away with a corrosive corporate culture and anti-social behavior for many years, until Susan Fowler ended his rule at Uber with one blog post.

Facebook got away with a dubious business model with total disregard for people’s privacy, until a whistleblower at Cambridge Analytica exposed the ugly underbelly of Facebook’s business model. Instantly, Facebook found itself within deepest crisis of their existence.

Powerful symbols like Susan Fowler’s blog post, Ronin Farrow’s article, Emma Gonzales’ speech or the latest video of a police shooting or racial discrimination at Starbucks start to have instant global impact. These symbols have the power to change perception on a global scale. These shared symbols and their emotional impact foster collective awareness, which as a result triggers collective action.
Morals change. Behaviors that seemed acceptable and without negative consequences just a few months ago are suddenly toxic. Brands that act too late and get caught in the storm run the risk of turning toxic as well.

Sören will explore the pattern behind these changes of collective awareness, identify early
warning signs, share a list of probable topics that will sooner or later turn toxic, and propose
strategies for brands to avoid being crushed by rising collective awareness.
He will also share insights into ways for brands to benefit from rising collective awareness.

Take-Aways
– A model to analyze the impact of rapidly changing collective awareness
– A list of topics with the potential to turn toxic for brands
– A list of warning signs to identify critical topics
– A strategy to benefit from rising collective awareness in the future

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