part1,
We saw some examples of some brands that have been successful at forging links to values. What kinds of values do the following brands evoke? How do you know? Why is this set of associations important to the effectiveness of this brand?
Harley-Davidson
Nike
Coca-Cola
NASCAR
part 2
This podcast from NPRs Planet Money describes Subarus efforts to target lesbian consumers in the early-1990s and their successes at doing so. Listen to the podcast at the link below and then share your thoughts in the discussion boards. (A transcript of the podcast is also available by clicking the button with the 4 lines in the blue box.)
https://www.npr.org/sections/money/2018/09/05/644984060/episode-729-when-subaru-came-out (Links to an external site.)
Use the following questions to guide your thinking, but feel free to expand and go beyond these items as you see fit.
(1) Typically, we try to shy away from segmentation variables that leave many differences among individuals in that segment, like demographics. For example, gender and age are both usually suboptimal segmentation variables because there is a diverse range of needs, values, etc. across individuals in categories like people between the ages of 18-25 or women, so such variables do not really help us to zero in on what matters to those individuals. Obviously, there is likewise great diversity in lesbian consumers as a segment.
But, this demographic segmentation scheme worked for Subaru. Why? What were the features of this context that made sexual orientation an impactful basis for segmentation? What tactics did Subaru use that increased the likelihood that its strategy would be received positively and would be effective?
(2) Clearly this campaign benefited Subarus bottom-line by helping it to sell more cars. But there is also the possibility that it may have contributed in some way to a shift in social attitudes about being gay. Likewise, many brands have more recently come out in support of other movements like racial justice and equality, climate change, Covid-19 safety, and more.
Some people argue that brands have the responsibility to advance broader social causes because brands are part of the fabric of society and they have the means to do so. Other people argue that a companys responsibility is to its shareholders, and that brands should not be used for purposes that may harm the bottom-line. You may be called upon to make this type of a decision in your career, and it is helpful to reflect upon what you would do.
Should brands further social causes? Why or why not? Does it depend on the brand? On the cause? If your answer is yes to the first question, what are a few principles that brands should keep in mind to do so successfully? If your answer is no to the first question, how would you explain your position to consumers who try to persuade your brand to get on board?