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New Technologies and Branding
Innovation and Technology Set Coordinated by Chantal Ammi
Volume 4
New Technologies and Branding
Philippe Sachetti Thibaud Zuppinger
First published 2018 in Great Britain and the United States by ISTE Ltd and John Wiley amp Sons Inc
Apart from any fair dealing for the purposes of research or private study or criticism or review as permitted under the Copyright Designs and Patents Act 1988 this publication may only be reproduced stored or transmitted in any form or by any means with the prior permission in writing of the publishers or in the case of reprographic reproduction in accordance with the terms and licenses issued by the CLA Enquiries concerning reproduction outside these terms should be sent to the publishers at the undermentioned address
ISTE Ltd John Wiley amp Sons Inc 27-37 St Georgersquos Road 111 River Street London SW19 4EU Hoboken NJ 07030 UK USA
wwwistecouk wwwwileycom
copy ISTE Ltd 2018 The rights of Philippe Sachetti and Thibaud Zuppinger to be identified as the authors of this work have been asserted by them in accordance with the Copyright Designs and Patents Act 1988
Library of Congress Control Number 2017962519 British Library Cataloguing-in-Publication Data A CIP record for this book is available from the British Library ISBN 978-1-78630-197-0
Contents
Prologue xi
Introduction xv
Chapter 1 What is a Brand 1 11 The brand a concept built from relationships 1 12 The brand is anthropomimetic 3 13 The brand as merchant 4
131 Exaggeration 4 132 Celebrity 6 133 A matrix for modeling celebrity 7 134 Fallibility 9 135 Exaggeration fame and fallibility the trio from hell 11
14 The Brand exposed 12 15 All Brands are controversial 13 16 Leader Tough luck 16 17 The Brand is not set up for conflict 18 18 The Brand is not always agile (and that is an understatement) 19 19 The irrational reactions of the Brand 21
Chapter 2 Conflict 25 21 Etymology of conflict 25 22 What is a conflict 26 23 When is there a conflict 27 24 Conflict is complex 27 25 Experts of a small piece of the whole 28 26 Conflict can be an asset 29 27 The words of attackers are traps 29
vi New Technologies and Branding
28 The words you use are also traps 31 29 (Here) conflict is not 32
291 Conflict is not latent hostility 32 292 Conflict is not an accident 33 293 Conflict is not a judicial procedure 34 294 Conflict is not a game 34 295 Conflict is not a crisis 35
210 The characteristics of conflict 36 211 What do you think of when someone says conflict 37 212 When someone says conflict what should you think about 38 213 What Sun Tzu has to say 38 214 What Simmel thinks 39
Chapter 3 The Players in Conflicts 41 31 The five agents of conflict 41 32 The ldquoattackedrdquo is the Brand 42 33 The attacker 43
331 Deciphering it in 12 points 44 332 Who are they Are they isolated individuals connected individuals or aggregate groups 45 333 What is their level of cohesion unity 46 334 What are the official reasons presented 46 335 What is their expected benefit 46 336 What is their strategy destroying confidence preventing activity 47 337 What are their beliefs and how deep do they go 48 338 How intense is their commitment Are they ready to ldquogo all the wayrdquo with it 48 339 What is their history with the Brand Among the critics are there any who have been employees customers or competitors of the Brand 49 3310 What is their level of interconnection or differentiation with the Brand 50 3311 What are their supports their backers their alliances 50 3312 What are their strengths and their means (financial intellectual media etc) 51
34 The expected benefits 51 341 Weakening (winning is a failure) 52 342 Obtaining the recognition of harm 53 343 Obtaining reparations 54 344 Revenge 54
Contents vii
345 Correcting 55 346 Prevention 55 347 Destruction 55 348 What the attacker wants to damage 56
35 Allies 57 36 The audience 58
361 Immature humor more than ever 59 362 Do not touch the nice ones 61
37 The arbitrators 62
Chapter 4 Hostility from Yesterday to Today 65 41 The places times and forms of conflict 65 42 The competition 65 43 The public square 66 44 The court 67 45 The borders of conflict between separation and the contact zone 67 46 The temporality of conflict 68 47 What do the conflicts that engage the brand look like 68 48 Guerrilla warfare and terrorism excellent value for money 69
481 The flyrsquos strategy 70 49 Scandal 71 410 Alert launchers 74 411 The social dynamics of conflict 76 412 Skepticism and modernity 77 413 Conspiracy theorizing 78 414 The scapegoat 79 415 The mystery of herd behaviors 83 416 Rumors 84 417 The crowd 85 418 Lynching 87 419 Trust the first victim of conflict 88
Chapter 5 The Techniques of Conflict 95 51 Old methods ldquobotoxedrdquo for the digital age 95
511 The trap hoax 95 512 Denigration 100 513 Petitions 101 514 Boycott and buycott 102
52 New digital techniques 105 521 Astroturfing 105 522 Persona management 110
viii New Technologies and Branding
523 Google bombing 110 524 Trolling 111 525 Denial of service attacks 114
53 Databases as a tool for scandal-mongering 115
Chapter 6 Preparing for Conflict 117 61 Building a strong brand 117
611 Brand ladder 120 612 Identity prism 120 613 The pyramid of qualities 120
62 The narrative scheme 121 63 Stabilizing opinions 125 64 The art of the reply 127
641 Managing conflict from the start 129 642 Knowing the forces in play the absolute obligation 129 643 Organize yourself 130 644 You have a point of view Say it loud and clear 131 645 Train your teams 131 646 Take charge on social networks 132
Chapter 7 Acting in Conflict 135 71 Five possible reactions to attack 135
711 The silent expectation 136 712 Indifference 136 713 Negotiation 136 714 Commitment 137 715 Capitulation 137
72 Can we refuse to acknowledge that we are wrong 137 73 Apologizing costs less than it pays 139 74 Apologies and low points 141 75 The Streisand effect 142 76 Are you going there Keep zen and in control 143 77 Keep a conflict journal 145 78 Orchestrate engagement techniques 147
781 Public debate 147 782 One-upmanship ndash the fatal embrace 148 783 Exhaustion 149 784 Make jokes not war 149
79 Tell a story that is stronger and more appealing than the attacker 152 710 Tweak and revise your actantial model 153
Contents ix
711 Imagine the actantial model of the attacker 154 712 Adopt your assertiveness even by forcing yourself a little 155 713 Conflict is a theater of improvisation 157 714 Prepare to be spontaneous 158 715 Attention to detail 160 716 Seven tips and tricks to improvise without fear 162 717 The semiotic square judo instead of boxing 163 718 Moving conflict onto new terrain 165 719 The merchants of doubt 168
Conclusion 171
Epilogue 177
Appendix 179
Bibliography 183
Index 185
Index of Brands 187
Prologue
The door had just slammed shut the noise still resonating all across the floor In the seven years that Veacuteronique had been the general manager of VheTech she had never felt such a violent burst of anger Her serenity her unassailable composure and her incredible ability to take a step back from things won her admiration and her employees saw this as a major reason for the companyrsquos success
Veacuteronique was furious ldquoFrom a success to a fraudrdquo read the title of the long article dedicated to VheTech in a widely circulated magazine Two weeks earlier she had agreed to speak with a journalist who was very interested in the sector especially the recent incredible innovations happening at VheTech
But this article showed a perplexing bias It was an outrageous scandal The day after it came out the content of the article was then picked up by many other media outlets How did things get to this point There is no way that woman could be a journalist Journalists do not do things like this Who then was behind the poisoned pen that wrote this piece Who ordered this stream of lies A competitor It was a carefully set trap It could not have been anything else
That afternoon an emergency meeting was called with her closest staff They urgently needed to react Her communications director suggested an immediate response on social networks There the controversy was blowing up at a rapid pace
The tweets repeating the details of the report multiplied They were becoming a real tidal wave And every time or almost every time they set off a discussion And ultimately discussion was not a big enough word
xii New Technologies and Branding
Rather it was a loaded process where words like ldquocrookrdquo and ldquoimpostorrdquo were thrown around along with other insults
ldquoWe canrsquot let our reputation go up in smoke we need to respondrdquo
ldquoOf course but howrdquo
ldquoOur most aggressive detractors are mainly on Twitter they even started a hashtagrdquo
ldquoWersquoll create a Twitter account and respond to everythingrdquo
ldquoWe know themrdquo
ldquoWe donrsquot care Thatrsquos not really the problemrdquo
Two weeks later the results were in But they were nothing like what was expected
The 30 or so tweets published by the firm were the subject of many retweets mocking them and the page was bombarded with derogatory and even frankly insulting comments The top ten puns also went around on a few news sites Veacuteronique was beset by a profound sense of failure How could she get out of this situation
ldquoIrsquoll write to all our clients and Irsquoll do a press conference Itrsquos a standard response but at least we will be stepping up to the plate with tools that we know by heartrdquo
The letter was sent The writing was superb crisply argued and with a heartfelt conclusion that called for renewed confidence the same confidence that had always allowed for strong and lasting relations between VheTech and all of its clients and partners
Now she just needed to focus on the press conference
A new and more elaborate argument preparation for questions and answers live training etc This press conference had to show impeccable professionalism in order to put a definitive end to this conflict that was beginning to plague the company from within People spoke very little got
Prologue xiii
upset for no reason and fled from the informal conversations that were once part of the envied atmosphere of the company
The companyrsquos results began to fall at the same rate as motivation They made what had already been a bad situation almost unbearable A real pain for her co-workers Everyone was on edge They all wondered where and when they would be hit by the next attack
After a week of intense preparation Veacuteronique was ready for her press conference The journalists had responded overwhelmingly to the invitation all too happy to snap up a few more juicy details of what was beginning to become an ldquoaffairrdquo
Veacuteroniquersquos presentation went perfectly The preparation paid off her speech went off without a hitch The journalists paid scrupulous attention Then came the time for her to take questions Veacuteronique could finally breathe easy she had proved she was up to the task and had been able to make her arguments calmly but firmly
Then came the questions The questions were pointed and challenging And that was fine Feeling at ease Veacuteronique gave the floor to a number of different speakers One last question before leaving The young man asking did not seem at all deviant But what he asked was not a question it was a trap No not a trap just a question that had not been answered yet Or rather an answer that was not great What did it mean for him this story of values and actions Response was needed ndash and right away
Veacuteronique felt a wave of dizziness come over her A few seconds passed Veacuteronique was looking for an answer that was both a dignified way out and also worded simply with appropriate arguments These few seconds lasted an eternity Veacuteronique was flummoxed flabbergasted When she finally answered it was with awkwardness It was not her that was not what she meant That was not what she should have said In one second she realized that all the work that had been done during the press conference had just been wiped out The reporters went out quietly Veacuteronique remained motionless at the desk rattled
She did not have to be a fortune teller to know that her little swerve was going to make headlines in all the newspapers As it turned out the go-getting general manager of VheTech did not really know anything about
xiv New Technologies and Branding
VheTech Or rather she preferred not to speak about this one particular aspect of VheTech which she preferred to keep hidden away She had effectively gone from a success to a fraud
The months that followed were particularly painful for the company Its image had been deeply scarred and everything the company said or did was scrutinized by journalists with unrelenting suspicion The pressure on employees was very strong and there was a widespread sense of shame that had crept into the teams as if it were difficult to work for such frauds
A wave of resignations continued to further slow down the activity All the sectors of the company were affected and there was no indication that the conflict could have any outcome other than the complete destruction of everything Veacuteronique had tried to build over the last few years
None of the clients bothered to respond to Veacuteroniquersquos beautiful letter
Introduction
Are you tasked with the heavy burden of keeping the beautiful and delicate machinery of a brand in motion This book could be very useful to you because today no brand is immune from an attack of ldquoantirdquo anti-successful brand anti-your profession anti-the way you do things anti-your beliefs or anti-your way of changing the rules of the game All of these detractors existed in the past but their voices were only heard if they had the means to gain access to the media (journalists or advertising space sellers) Today destroying a brand is almost free the Internet has become a finely tuned machine for people to speak ill of their neighbors to the world at large and without any cost
Allow us to provide you with three tips before you begin to dig into this book
ndash build yourself a strong brand right off the bat and if possible during a time of peace
ndash learn about conflict and practice confronting it before it hits
ndash do not become paranoid
Our experience working alongside brands suffering from conflict has taught us to detect and be wary of representations even those we have just used Indeed the disease these brands suffer from is representation However it is difficult to do without representations Conflict is highly complex A metaphor is a very convenient shortcut But like all shortcuts and approximations it only portrays part of the reality However resolving
xvi New Technologies and Branding
only part of the conflict is not really resolving it at all and instead allows it to be amplified in the places where nobody is looking
Though metaphors and mental representations of conflict can be misleading they are necessary So what can we do Simply learn how to spot them so as not to be a victim and correctly associate them at a later time
The essential skill for being able to deal with conflict is the ability to multiply the points of view on and interpretations of the conflict This skill is crucial in order to avoid falling under the spell of experts (whether genuine or self-proclaimed)
Experts swarm but all of them (and this goes for all specialists) give only one aspect of reality the one that has to do with their expertise An expert on digital monitoring will tell you that online reputation is the key indicator An expert in bad buzz will emphasize the need to set up real-time alerts A crisis expert will suggest you prepare more and more for managing the crisis A theatrical improvisation expert will explain how to take the stage and improvise a solution with your employees
All of them are right but only within their own fields
These specialists complement one another and optimal management of the conflict comes through an ability to detect all dimensions and interconnect them
Conflict is complex branching out through time and space In order to control conflict we must know ourselves know all the stakeholders and know the nature of the conflicts and the way in which they behave The first moment of conflict control primarily involves knowledge But this is only the first moment It must be connected with reflexes
This book has been designed and written with the objective of providing you with the necessary key factors to know and analyze situations of conflict that may involve your brand and act accordingly
Throughout the book we strive to show you the effectiveness of a broader vision of conflict because the most formidable weapon for combating conflict is remaining focused on the crisis and its climax and it is essential to act upstream as well as downstream
Introduction xvii
These keys can be summed up in a few major skills that structure our book
ndash accept conflict and seize it as an opportunity
ndash master rhetoric and the publicrsquos imagination
ndash know the social springs that fuel conflict the effects of crowds and persecution
ndash know how to react and understand the tools of conflict management
From improvisational theater to foundational myths from the Vietnam War to the trade war we offer an original ndash and hopefully useful ndash analysis that will definitively change your perception of conflict
1
What is a Brand
11 The brand a concept built from relationships
A brand is a construct invented by a company or an organization to establish a strong and productive relationship with the individuals who will allow it to grow
We are aware that this definition given here is hardly the first definition of a Brand but it is useful in that it highlights the essential purpose of Brands which is to create and maintain a social contract based on a relationship with individuals
Another virtue of this definition is that it leads us to a discussion on whether it is necessary to create Brands as complicated as they currently are
Not so long ago we were content with the fact that companies design manufacture and sell good products in the right places at the right prices and that organizations (parties unions federations associations) should correctly structure their ideas and implement the actions for which they were created
Today we demand that Brands behave as a kind of superhuman entity equipped with a lavish personality cultivating a look and a style that distinguishes them speaking with a unique voice setting themselves apart with coherent constant and if possible admirable behaviors pursuing a great mission nourishing a vision of the world ambitions and convictions grounded in clear and superb values emphasizing their good qualities with owning up to their faults and maintaining friends and enemies
New Technologies and Branding First Edition Philippe Sachetti and Thibaud Zuppinger copy ISTE Ltd 2018 Published by ISTE Ltd and John Wiley amp Sons Inc
2 New Technologies and Branding
This change that has taken place over the last 30 years is staggering to say the least Brands have become focal points of society and their survival depends on the judgment of the people who consume their products regardless of the form this consumption takes
There are a number of reasons why this staggering form of tyranny is inflicted on them
ndash the level of competition that only continues to grow and at the same time the power held by the consumer that brands compulsively seek to place at the center of everything (where was this power before) are the simplest reasons and perhaps the most simplistic
ndash the pandemic of defiance and distrust that has spread to all aspects of social life is another more complex reason and a more worrying one as well We will make sure to return to this point in our analysis
ndash the abandonment of the major authorities is an argument which although it is frequently challenged as being conservative and perhaps a bit reactionary is nonetheless difficult to question
The philosopher Chantal Delsol describes this phenomenon well we the active members of this society have been trying for 50 years and particularly during the social upheavals of the late 1960s (such as the revolution of 1968 in France) to progressively stifle our main authority figures parents teachers bosses the army churches political parties trade unions etc In getting rid of them we have also lost the moral commitments that come along with them that have allowed us to make sense of life But giving meaning to life requires finding something that we value more than our own selves as individuals
One example from politics can help us to understand at one time communism was spreading aggressively People could be for it or against it but they were practically required to at least have an opinion take sides or even fight As the philosophers observed this fighting spirit disappeared when communism disappeared
Individuals when they are no longer experiencing suppression find themselves like boxers without an opponent in the middle of the ring And a boxer alone is ridiculous no longer able to put on a show he is worthless and his audience flees in dismay (or ldquodisenchantmentrdquo to use the current lexicon) His presence in the ring no longer makes sense to him
New Technologies and Branding
Innovation and Technology Set Coordinated by Chantal Ammi
Volume 4
New Technologies and Branding
Philippe Sachetti Thibaud Zuppinger
First published 2018 in Great Britain and the United States by ISTE Ltd and John Wiley amp Sons Inc
Apart from any fair dealing for the purposes of research or private study or criticism or review as permitted under the Copyright Designs and Patents Act 1988 this publication may only be reproduced stored or transmitted in any form or by any means with the prior permission in writing of the publishers or in the case of reprographic reproduction in accordance with the terms and licenses issued by the CLA Enquiries concerning reproduction outside these terms should be sent to the publishers at the undermentioned address
ISTE Ltd John Wiley amp Sons Inc 27-37 St Georgersquos Road 111 River Street London SW19 4EU Hoboken NJ 07030 UK USA
wwwistecouk wwwwileycom
copy ISTE Ltd 2018 The rights of Philippe Sachetti and Thibaud Zuppinger to be identified as the authors of this work have been asserted by them in accordance with the Copyright Designs and Patents Act 1988
Library of Congress Control Number 2017962519 British Library Cataloguing-in-Publication Data A CIP record for this book is available from the British Library ISBN 978-1-78630-197-0
Contents
Prologue xi
Introduction xv
Chapter 1 What is a Brand 1 11 The brand a concept built from relationships 1 12 The brand is anthropomimetic 3 13 The brand as merchant 4
131 Exaggeration 4 132 Celebrity 6 133 A matrix for modeling celebrity 7 134 Fallibility 9 135 Exaggeration fame and fallibility the trio from hell 11
14 The Brand exposed 12 15 All Brands are controversial 13 16 Leader Tough luck 16 17 The Brand is not set up for conflict 18 18 The Brand is not always agile (and that is an understatement) 19 19 The irrational reactions of the Brand 21
Chapter 2 Conflict 25 21 Etymology of conflict 25 22 What is a conflict 26 23 When is there a conflict 27 24 Conflict is complex 27 25 Experts of a small piece of the whole 28 26 Conflict can be an asset 29 27 The words of attackers are traps 29
vi New Technologies and Branding
28 The words you use are also traps 31 29 (Here) conflict is not 32
291 Conflict is not latent hostility 32 292 Conflict is not an accident 33 293 Conflict is not a judicial procedure 34 294 Conflict is not a game 34 295 Conflict is not a crisis 35
210 The characteristics of conflict 36 211 What do you think of when someone says conflict 37 212 When someone says conflict what should you think about 38 213 What Sun Tzu has to say 38 214 What Simmel thinks 39
Chapter 3 The Players in Conflicts 41 31 The five agents of conflict 41 32 The ldquoattackedrdquo is the Brand 42 33 The attacker 43
331 Deciphering it in 12 points 44 332 Who are they Are they isolated individuals connected individuals or aggregate groups 45 333 What is their level of cohesion unity 46 334 What are the official reasons presented 46 335 What is their expected benefit 46 336 What is their strategy destroying confidence preventing activity 47 337 What are their beliefs and how deep do they go 48 338 How intense is their commitment Are they ready to ldquogo all the wayrdquo with it 48 339 What is their history with the Brand Among the critics are there any who have been employees customers or competitors of the Brand 49 3310 What is their level of interconnection or differentiation with the Brand 50 3311 What are their supports their backers their alliances 50 3312 What are their strengths and their means (financial intellectual media etc) 51
34 The expected benefits 51 341 Weakening (winning is a failure) 52 342 Obtaining the recognition of harm 53 343 Obtaining reparations 54 344 Revenge 54
Contents vii
345 Correcting 55 346 Prevention 55 347 Destruction 55 348 What the attacker wants to damage 56
35 Allies 57 36 The audience 58
361 Immature humor more than ever 59 362 Do not touch the nice ones 61
37 The arbitrators 62
Chapter 4 Hostility from Yesterday to Today 65 41 The places times and forms of conflict 65 42 The competition 65 43 The public square 66 44 The court 67 45 The borders of conflict between separation and the contact zone 67 46 The temporality of conflict 68 47 What do the conflicts that engage the brand look like 68 48 Guerrilla warfare and terrorism excellent value for money 69
481 The flyrsquos strategy 70 49 Scandal 71 410 Alert launchers 74 411 The social dynamics of conflict 76 412 Skepticism and modernity 77 413 Conspiracy theorizing 78 414 The scapegoat 79 415 The mystery of herd behaviors 83 416 Rumors 84 417 The crowd 85 418 Lynching 87 419 Trust the first victim of conflict 88
Chapter 5 The Techniques of Conflict 95 51 Old methods ldquobotoxedrdquo for the digital age 95
511 The trap hoax 95 512 Denigration 100 513 Petitions 101 514 Boycott and buycott 102
52 New digital techniques 105 521 Astroturfing 105 522 Persona management 110
viii New Technologies and Branding
523 Google bombing 110 524 Trolling 111 525 Denial of service attacks 114
53 Databases as a tool for scandal-mongering 115
Chapter 6 Preparing for Conflict 117 61 Building a strong brand 117
611 Brand ladder 120 612 Identity prism 120 613 The pyramid of qualities 120
62 The narrative scheme 121 63 Stabilizing opinions 125 64 The art of the reply 127
641 Managing conflict from the start 129 642 Knowing the forces in play the absolute obligation 129 643 Organize yourself 130 644 You have a point of view Say it loud and clear 131 645 Train your teams 131 646 Take charge on social networks 132
Chapter 7 Acting in Conflict 135 71 Five possible reactions to attack 135
711 The silent expectation 136 712 Indifference 136 713 Negotiation 136 714 Commitment 137 715 Capitulation 137
72 Can we refuse to acknowledge that we are wrong 137 73 Apologizing costs less than it pays 139 74 Apologies and low points 141 75 The Streisand effect 142 76 Are you going there Keep zen and in control 143 77 Keep a conflict journal 145 78 Orchestrate engagement techniques 147
781 Public debate 147 782 One-upmanship ndash the fatal embrace 148 783 Exhaustion 149 784 Make jokes not war 149
79 Tell a story that is stronger and more appealing than the attacker 152 710 Tweak and revise your actantial model 153
Contents ix
711 Imagine the actantial model of the attacker 154 712 Adopt your assertiveness even by forcing yourself a little 155 713 Conflict is a theater of improvisation 157 714 Prepare to be spontaneous 158 715 Attention to detail 160 716 Seven tips and tricks to improvise without fear 162 717 The semiotic square judo instead of boxing 163 718 Moving conflict onto new terrain 165 719 The merchants of doubt 168
Conclusion 171
Epilogue 177
Appendix 179
Bibliography 183
Index 185
Index of Brands 187
Prologue
The door had just slammed shut the noise still resonating all across the floor In the seven years that Veacuteronique had been the general manager of VheTech she had never felt such a violent burst of anger Her serenity her unassailable composure and her incredible ability to take a step back from things won her admiration and her employees saw this as a major reason for the companyrsquos success
Veacuteronique was furious ldquoFrom a success to a fraudrdquo read the title of the long article dedicated to VheTech in a widely circulated magazine Two weeks earlier she had agreed to speak with a journalist who was very interested in the sector especially the recent incredible innovations happening at VheTech
But this article showed a perplexing bias It was an outrageous scandal The day after it came out the content of the article was then picked up by many other media outlets How did things get to this point There is no way that woman could be a journalist Journalists do not do things like this Who then was behind the poisoned pen that wrote this piece Who ordered this stream of lies A competitor It was a carefully set trap It could not have been anything else
That afternoon an emergency meeting was called with her closest staff They urgently needed to react Her communications director suggested an immediate response on social networks There the controversy was blowing up at a rapid pace
The tweets repeating the details of the report multiplied They were becoming a real tidal wave And every time or almost every time they set off a discussion And ultimately discussion was not a big enough word
xii New Technologies and Branding
Rather it was a loaded process where words like ldquocrookrdquo and ldquoimpostorrdquo were thrown around along with other insults
ldquoWe canrsquot let our reputation go up in smoke we need to respondrdquo
ldquoOf course but howrdquo
ldquoOur most aggressive detractors are mainly on Twitter they even started a hashtagrdquo
ldquoWersquoll create a Twitter account and respond to everythingrdquo
ldquoWe know themrdquo
ldquoWe donrsquot care Thatrsquos not really the problemrdquo
Two weeks later the results were in But they were nothing like what was expected
The 30 or so tweets published by the firm were the subject of many retweets mocking them and the page was bombarded with derogatory and even frankly insulting comments The top ten puns also went around on a few news sites Veacuteronique was beset by a profound sense of failure How could she get out of this situation
ldquoIrsquoll write to all our clients and Irsquoll do a press conference Itrsquos a standard response but at least we will be stepping up to the plate with tools that we know by heartrdquo
The letter was sent The writing was superb crisply argued and with a heartfelt conclusion that called for renewed confidence the same confidence that had always allowed for strong and lasting relations between VheTech and all of its clients and partners
Now she just needed to focus on the press conference
A new and more elaborate argument preparation for questions and answers live training etc This press conference had to show impeccable professionalism in order to put a definitive end to this conflict that was beginning to plague the company from within People spoke very little got
Prologue xiii
upset for no reason and fled from the informal conversations that were once part of the envied atmosphere of the company
The companyrsquos results began to fall at the same rate as motivation They made what had already been a bad situation almost unbearable A real pain for her co-workers Everyone was on edge They all wondered where and when they would be hit by the next attack
After a week of intense preparation Veacuteronique was ready for her press conference The journalists had responded overwhelmingly to the invitation all too happy to snap up a few more juicy details of what was beginning to become an ldquoaffairrdquo
Veacuteroniquersquos presentation went perfectly The preparation paid off her speech went off without a hitch The journalists paid scrupulous attention Then came the time for her to take questions Veacuteronique could finally breathe easy she had proved she was up to the task and had been able to make her arguments calmly but firmly
Then came the questions The questions were pointed and challenging And that was fine Feeling at ease Veacuteronique gave the floor to a number of different speakers One last question before leaving The young man asking did not seem at all deviant But what he asked was not a question it was a trap No not a trap just a question that had not been answered yet Or rather an answer that was not great What did it mean for him this story of values and actions Response was needed ndash and right away
Veacuteronique felt a wave of dizziness come over her A few seconds passed Veacuteronique was looking for an answer that was both a dignified way out and also worded simply with appropriate arguments These few seconds lasted an eternity Veacuteronique was flummoxed flabbergasted When she finally answered it was with awkwardness It was not her that was not what she meant That was not what she should have said In one second she realized that all the work that had been done during the press conference had just been wiped out The reporters went out quietly Veacuteronique remained motionless at the desk rattled
She did not have to be a fortune teller to know that her little swerve was going to make headlines in all the newspapers As it turned out the go-getting general manager of VheTech did not really know anything about
xiv New Technologies and Branding
VheTech Or rather she preferred not to speak about this one particular aspect of VheTech which she preferred to keep hidden away She had effectively gone from a success to a fraud
The months that followed were particularly painful for the company Its image had been deeply scarred and everything the company said or did was scrutinized by journalists with unrelenting suspicion The pressure on employees was very strong and there was a widespread sense of shame that had crept into the teams as if it were difficult to work for such frauds
A wave of resignations continued to further slow down the activity All the sectors of the company were affected and there was no indication that the conflict could have any outcome other than the complete destruction of everything Veacuteronique had tried to build over the last few years
None of the clients bothered to respond to Veacuteroniquersquos beautiful letter
Introduction
Are you tasked with the heavy burden of keeping the beautiful and delicate machinery of a brand in motion This book could be very useful to you because today no brand is immune from an attack of ldquoantirdquo anti-successful brand anti-your profession anti-the way you do things anti-your beliefs or anti-your way of changing the rules of the game All of these detractors existed in the past but their voices were only heard if they had the means to gain access to the media (journalists or advertising space sellers) Today destroying a brand is almost free the Internet has become a finely tuned machine for people to speak ill of their neighbors to the world at large and without any cost
Allow us to provide you with three tips before you begin to dig into this book
ndash build yourself a strong brand right off the bat and if possible during a time of peace
ndash learn about conflict and practice confronting it before it hits
ndash do not become paranoid
Our experience working alongside brands suffering from conflict has taught us to detect and be wary of representations even those we have just used Indeed the disease these brands suffer from is representation However it is difficult to do without representations Conflict is highly complex A metaphor is a very convenient shortcut But like all shortcuts and approximations it only portrays part of the reality However resolving
xvi New Technologies and Branding
only part of the conflict is not really resolving it at all and instead allows it to be amplified in the places where nobody is looking
Though metaphors and mental representations of conflict can be misleading they are necessary So what can we do Simply learn how to spot them so as not to be a victim and correctly associate them at a later time
The essential skill for being able to deal with conflict is the ability to multiply the points of view on and interpretations of the conflict This skill is crucial in order to avoid falling under the spell of experts (whether genuine or self-proclaimed)
Experts swarm but all of them (and this goes for all specialists) give only one aspect of reality the one that has to do with their expertise An expert on digital monitoring will tell you that online reputation is the key indicator An expert in bad buzz will emphasize the need to set up real-time alerts A crisis expert will suggest you prepare more and more for managing the crisis A theatrical improvisation expert will explain how to take the stage and improvise a solution with your employees
All of them are right but only within their own fields
These specialists complement one another and optimal management of the conflict comes through an ability to detect all dimensions and interconnect them
Conflict is complex branching out through time and space In order to control conflict we must know ourselves know all the stakeholders and know the nature of the conflicts and the way in which they behave The first moment of conflict control primarily involves knowledge But this is only the first moment It must be connected with reflexes
This book has been designed and written with the objective of providing you with the necessary key factors to know and analyze situations of conflict that may involve your brand and act accordingly
Throughout the book we strive to show you the effectiveness of a broader vision of conflict because the most formidable weapon for combating conflict is remaining focused on the crisis and its climax and it is essential to act upstream as well as downstream
Introduction xvii
These keys can be summed up in a few major skills that structure our book
ndash accept conflict and seize it as an opportunity
ndash master rhetoric and the publicrsquos imagination
ndash know the social springs that fuel conflict the effects of crowds and persecution
ndash know how to react and understand the tools of conflict management
From improvisational theater to foundational myths from the Vietnam War to the trade war we offer an original ndash and hopefully useful ndash analysis that will definitively change your perception of conflict
1
What is a Brand
11 The brand a concept built from relationships
A brand is a construct invented by a company or an organization to establish a strong and productive relationship with the individuals who will allow it to grow
We are aware that this definition given here is hardly the first definition of a Brand but it is useful in that it highlights the essential purpose of Brands which is to create and maintain a social contract based on a relationship with individuals
Another virtue of this definition is that it leads us to a discussion on whether it is necessary to create Brands as complicated as they currently are
Not so long ago we were content with the fact that companies design manufacture and sell good products in the right places at the right prices and that organizations (parties unions federations associations) should correctly structure their ideas and implement the actions for which they were created
Today we demand that Brands behave as a kind of superhuman entity equipped with a lavish personality cultivating a look and a style that distinguishes them speaking with a unique voice setting themselves apart with coherent constant and if possible admirable behaviors pursuing a great mission nourishing a vision of the world ambitions and convictions grounded in clear and superb values emphasizing their good qualities with owning up to their faults and maintaining friends and enemies
New Technologies and Branding First Edition Philippe Sachetti and Thibaud Zuppinger copy ISTE Ltd 2018 Published by ISTE Ltd and John Wiley amp Sons Inc
2 New Technologies and Branding
This change that has taken place over the last 30 years is staggering to say the least Brands have become focal points of society and their survival depends on the judgment of the people who consume their products regardless of the form this consumption takes
There are a number of reasons why this staggering form of tyranny is inflicted on them
ndash the level of competition that only continues to grow and at the same time the power held by the consumer that brands compulsively seek to place at the center of everything (where was this power before) are the simplest reasons and perhaps the most simplistic
ndash the pandemic of defiance and distrust that has spread to all aspects of social life is another more complex reason and a more worrying one as well We will make sure to return to this point in our analysis
ndash the abandonment of the major authorities is an argument which although it is frequently challenged as being conservative and perhaps a bit reactionary is nonetheless difficult to question
The philosopher Chantal Delsol describes this phenomenon well we the active members of this society have been trying for 50 years and particularly during the social upheavals of the late 1960s (such as the revolution of 1968 in France) to progressively stifle our main authority figures parents teachers bosses the army churches political parties trade unions etc In getting rid of them we have also lost the moral commitments that come along with them that have allowed us to make sense of life But giving meaning to life requires finding something that we value more than our own selves as individuals
One example from politics can help us to understand at one time communism was spreading aggressively People could be for it or against it but they were practically required to at least have an opinion take sides or even fight As the philosophers observed this fighting spirit disappeared when communism disappeared
Individuals when they are no longer experiencing suppression find themselves like boxers without an opponent in the middle of the ring And a boxer alone is ridiculous no longer able to put on a show he is worthless and his audience flees in dismay (or ldquodisenchantmentrdquo to use the current lexicon) His presence in the ring no longer makes sense to him
Innovation and Technology Set Coordinated by Chantal Ammi
Volume 4
New Technologies and Branding
Philippe Sachetti Thibaud Zuppinger
First published 2018 in Great Britain and the United States by ISTE Ltd and John Wiley amp Sons Inc
Apart from any fair dealing for the purposes of research or private study or criticism or review as permitted under the Copyright Designs and Patents Act 1988 this publication may only be reproduced stored or transmitted in any form or by any means with the prior permission in writing of the publishers or in the case of reprographic reproduction in accordance with the terms and licenses issued by the CLA Enquiries concerning reproduction outside these terms should be sent to the publishers at the undermentioned address
ISTE Ltd John Wiley amp Sons Inc 27-37 St Georgersquos Road 111 River Street London SW19 4EU Hoboken NJ 07030 UK USA
wwwistecouk wwwwileycom
copy ISTE Ltd 2018 The rights of Philippe Sachetti and Thibaud Zuppinger to be identified as the authors of this work have been asserted by them in accordance with the Copyright Designs and Patents Act 1988
Library of Congress Control Number 2017962519 British Library Cataloguing-in-Publication Data A CIP record for this book is available from the British Library ISBN 978-1-78630-197-0
Contents
Prologue xi
Introduction xv
Chapter 1 What is a Brand 1 11 The brand a concept built from relationships 1 12 The brand is anthropomimetic 3 13 The brand as merchant 4
131 Exaggeration 4 132 Celebrity 6 133 A matrix for modeling celebrity 7 134 Fallibility 9 135 Exaggeration fame and fallibility the trio from hell 11
14 The Brand exposed 12 15 All Brands are controversial 13 16 Leader Tough luck 16 17 The Brand is not set up for conflict 18 18 The Brand is not always agile (and that is an understatement) 19 19 The irrational reactions of the Brand 21
Chapter 2 Conflict 25 21 Etymology of conflict 25 22 What is a conflict 26 23 When is there a conflict 27 24 Conflict is complex 27 25 Experts of a small piece of the whole 28 26 Conflict can be an asset 29 27 The words of attackers are traps 29
vi New Technologies and Branding
28 The words you use are also traps 31 29 (Here) conflict is not 32
291 Conflict is not latent hostility 32 292 Conflict is not an accident 33 293 Conflict is not a judicial procedure 34 294 Conflict is not a game 34 295 Conflict is not a crisis 35
210 The characteristics of conflict 36 211 What do you think of when someone says conflict 37 212 When someone says conflict what should you think about 38 213 What Sun Tzu has to say 38 214 What Simmel thinks 39
Chapter 3 The Players in Conflicts 41 31 The five agents of conflict 41 32 The ldquoattackedrdquo is the Brand 42 33 The attacker 43
331 Deciphering it in 12 points 44 332 Who are they Are they isolated individuals connected individuals or aggregate groups 45 333 What is their level of cohesion unity 46 334 What are the official reasons presented 46 335 What is their expected benefit 46 336 What is their strategy destroying confidence preventing activity 47 337 What are their beliefs and how deep do they go 48 338 How intense is their commitment Are they ready to ldquogo all the wayrdquo with it 48 339 What is their history with the Brand Among the critics are there any who have been employees customers or competitors of the Brand 49 3310 What is their level of interconnection or differentiation with the Brand 50 3311 What are their supports their backers their alliances 50 3312 What are their strengths and their means (financial intellectual media etc) 51
34 The expected benefits 51 341 Weakening (winning is a failure) 52 342 Obtaining the recognition of harm 53 343 Obtaining reparations 54 344 Revenge 54
Contents vii
345 Correcting 55 346 Prevention 55 347 Destruction 55 348 What the attacker wants to damage 56
35 Allies 57 36 The audience 58
361 Immature humor more than ever 59 362 Do not touch the nice ones 61
37 The arbitrators 62
Chapter 4 Hostility from Yesterday to Today 65 41 The places times and forms of conflict 65 42 The competition 65 43 The public square 66 44 The court 67 45 The borders of conflict between separation and the contact zone 67 46 The temporality of conflict 68 47 What do the conflicts that engage the brand look like 68 48 Guerrilla warfare and terrorism excellent value for money 69
481 The flyrsquos strategy 70 49 Scandal 71 410 Alert launchers 74 411 The social dynamics of conflict 76 412 Skepticism and modernity 77 413 Conspiracy theorizing 78 414 The scapegoat 79 415 The mystery of herd behaviors 83 416 Rumors 84 417 The crowd 85 418 Lynching 87 419 Trust the first victim of conflict 88
Chapter 5 The Techniques of Conflict 95 51 Old methods ldquobotoxedrdquo for the digital age 95
511 The trap hoax 95 512 Denigration 100 513 Petitions 101 514 Boycott and buycott 102
52 New digital techniques 105 521 Astroturfing 105 522 Persona management 110
viii New Technologies and Branding
523 Google bombing 110 524 Trolling 111 525 Denial of service attacks 114
53 Databases as a tool for scandal-mongering 115
Chapter 6 Preparing for Conflict 117 61 Building a strong brand 117
611 Brand ladder 120 612 Identity prism 120 613 The pyramid of qualities 120
62 The narrative scheme 121 63 Stabilizing opinions 125 64 The art of the reply 127
641 Managing conflict from the start 129 642 Knowing the forces in play the absolute obligation 129 643 Organize yourself 130 644 You have a point of view Say it loud and clear 131 645 Train your teams 131 646 Take charge on social networks 132
Chapter 7 Acting in Conflict 135 71 Five possible reactions to attack 135
711 The silent expectation 136 712 Indifference 136 713 Negotiation 136 714 Commitment 137 715 Capitulation 137
72 Can we refuse to acknowledge that we are wrong 137 73 Apologizing costs less than it pays 139 74 Apologies and low points 141 75 The Streisand effect 142 76 Are you going there Keep zen and in control 143 77 Keep a conflict journal 145 78 Orchestrate engagement techniques 147
781 Public debate 147 782 One-upmanship ndash the fatal embrace 148 783 Exhaustion 149 784 Make jokes not war 149
79 Tell a story that is stronger and more appealing than the attacker 152 710 Tweak and revise your actantial model 153
Contents ix
711 Imagine the actantial model of the attacker 154 712 Adopt your assertiveness even by forcing yourself a little 155 713 Conflict is a theater of improvisation 157 714 Prepare to be spontaneous 158 715 Attention to detail 160 716 Seven tips and tricks to improvise without fear 162 717 The semiotic square judo instead of boxing 163 718 Moving conflict onto new terrain 165 719 The merchants of doubt 168
Conclusion 171
Epilogue 177
Appendix 179
Bibliography 183
Index 185
Index of Brands 187
Prologue
The door had just slammed shut the noise still resonating all across the floor In the seven years that Veacuteronique had been the general manager of VheTech she had never felt such a violent burst of anger Her serenity her unassailable composure and her incredible ability to take a step back from things won her admiration and her employees saw this as a major reason for the companyrsquos success
Veacuteronique was furious ldquoFrom a success to a fraudrdquo read the title of the long article dedicated to VheTech in a widely circulated magazine Two weeks earlier she had agreed to speak with a journalist who was very interested in the sector especially the recent incredible innovations happening at VheTech
But this article showed a perplexing bias It was an outrageous scandal The day after it came out the content of the article was then picked up by many other media outlets How did things get to this point There is no way that woman could be a journalist Journalists do not do things like this Who then was behind the poisoned pen that wrote this piece Who ordered this stream of lies A competitor It was a carefully set trap It could not have been anything else
That afternoon an emergency meeting was called with her closest staff They urgently needed to react Her communications director suggested an immediate response on social networks There the controversy was blowing up at a rapid pace
The tweets repeating the details of the report multiplied They were becoming a real tidal wave And every time or almost every time they set off a discussion And ultimately discussion was not a big enough word
xii New Technologies and Branding
Rather it was a loaded process where words like ldquocrookrdquo and ldquoimpostorrdquo were thrown around along with other insults
ldquoWe canrsquot let our reputation go up in smoke we need to respondrdquo
ldquoOf course but howrdquo
ldquoOur most aggressive detractors are mainly on Twitter they even started a hashtagrdquo
ldquoWersquoll create a Twitter account and respond to everythingrdquo
ldquoWe know themrdquo
ldquoWe donrsquot care Thatrsquos not really the problemrdquo
Two weeks later the results were in But they were nothing like what was expected
The 30 or so tweets published by the firm were the subject of many retweets mocking them and the page was bombarded with derogatory and even frankly insulting comments The top ten puns also went around on a few news sites Veacuteronique was beset by a profound sense of failure How could she get out of this situation
ldquoIrsquoll write to all our clients and Irsquoll do a press conference Itrsquos a standard response but at least we will be stepping up to the plate with tools that we know by heartrdquo
The letter was sent The writing was superb crisply argued and with a heartfelt conclusion that called for renewed confidence the same confidence that had always allowed for strong and lasting relations between VheTech and all of its clients and partners
Now she just needed to focus on the press conference
A new and more elaborate argument preparation for questions and answers live training etc This press conference had to show impeccable professionalism in order to put a definitive end to this conflict that was beginning to plague the company from within People spoke very little got
Prologue xiii
upset for no reason and fled from the informal conversations that were once part of the envied atmosphere of the company
The companyrsquos results began to fall at the same rate as motivation They made what had already been a bad situation almost unbearable A real pain for her co-workers Everyone was on edge They all wondered where and when they would be hit by the next attack
After a week of intense preparation Veacuteronique was ready for her press conference The journalists had responded overwhelmingly to the invitation all too happy to snap up a few more juicy details of what was beginning to become an ldquoaffairrdquo
Veacuteroniquersquos presentation went perfectly The preparation paid off her speech went off without a hitch The journalists paid scrupulous attention Then came the time for her to take questions Veacuteronique could finally breathe easy she had proved she was up to the task and had been able to make her arguments calmly but firmly
Then came the questions The questions were pointed and challenging And that was fine Feeling at ease Veacuteronique gave the floor to a number of different speakers One last question before leaving The young man asking did not seem at all deviant But what he asked was not a question it was a trap No not a trap just a question that had not been answered yet Or rather an answer that was not great What did it mean for him this story of values and actions Response was needed ndash and right away
Veacuteronique felt a wave of dizziness come over her A few seconds passed Veacuteronique was looking for an answer that was both a dignified way out and also worded simply with appropriate arguments These few seconds lasted an eternity Veacuteronique was flummoxed flabbergasted When she finally answered it was with awkwardness It was not her that was not what she meant That was not what she should have said In one second she realized that all the work that had been done during the press conference had just been wiped out The reporters went out quietly Veacuteronique remained motionless at the desk rattled
She did not have to be a fortune teller to know that her little swerve was going to make headlines in all the newspapers As it turned out the go-getting general manager of VheTech did not really know anything about
xiv New Technologies and Branding
VheTech Or rather she preferred not to speak about this one particular aspect of VheTech which she preferred to keep hidden away She had effectively gone from a success to a fraud
The months that followed were particularly painful for the company Its image had been deeply scarred and everything the company said or did was scrutinized by journalists with unrelenting suspicion The pressure on employees was very strong and there was a widespread sense of shame that had crept into the teams as if it were difficult to work for such frauds
A wave of resignations continued to further slow down the activity All the sectors of the company were affected and there was no indication that the conflict could have any outcome other than the complete destruction of everything Veacuteronique had tried to build over the last few years
None of the clients bothered to respond to Veacuteroniquersquos beautiful letter
Introduction
Are you tasked with the heavy burden of keeping the beautiful and delicate machinery of a brand in motion This book could be very useful to you because today no brand is immune from an attack of ldquoantirdquo anti-successful brand anti-your profession anti-the way you do things anti-your beliefs or anti-your way of changing the rules of the game All of these detractors existed in the past but their voices were only heard if they had the means to gain access to the media (journalists or advertising space sellers) Today destroying a brand is almost free the Internet has become a finely tuned machine for people to speak ill of their neighbors to the world at large and without any cost
Allow us to provide you with three tips before you begin to dig into this book
ndash build yourself a strong brand right off the bat and if possible during a time of peace
ndash learn about conflict and practice confronting it before it hits
ndash do not become paranoid
Our experience working alongside brands suffering from conflict has taught us to detect and be wary of representations even those we have just used Indeed the disease these brands suffer from is representation However it is difficult to do without representations Conflict is highly complex A metaphor is a very convenient shortcut But like all shortcuts and approximations it only portrays part of the reality However resolving
xvi New Technologies and Branding
only part of the conflict is not really resolving it at all and instead allows it to be amplified in the places where nobody is looking
Though metaphors and mental representations of conflict can be misleading they are necessary So what can we do Simply learn how to spot them so as not to be a victim and correctly associate them at a later time
The essential skill for being able to deal with conflict is the ability to multiply the points of view on and interpretations of the conflict This skill is crucial in order to avoid falling under the spell of experts (whether genuine or self-proclaimed)
Experts swarm but all of them (and this goes for all specialists) give only one aspect of reality the one that has to do with their expertise An expert on digital monitoring will tell you that online reputation is the key indicator An expert in bad buzz will emphasize the need to set up real-time alerts A crisis expert will suggest you prepare more and more for managing the crisis A theatrical improvisation expert will explain how to take the stage and improvise a solution with your employees
All of them are right but only within their own fields
These specialists complement one another and optimal management of the conflict comes through an ability to detect all dimensions and interconnect them
Conflict is complex branching out through time and space In order to control conflict we must know ourselves know all the stakeholders and know the nature of the conflicts and the way in which they behave The first moment of conflict control primarily involves knowledge But this is only the first moment It must be connected with reflexes
This book has been designed and written with the objective of providing you with the necessary key factors to know and analyze situations of conflict that may involve your brand and act accordingly
Throughout the book we strive to show you the effectiveness of a broader vision of conflict because the most formidable weapon for combating conflict is remaining focused on the crisis and its climax and it is essential to act upstream as well as downstream
Introduction xvii
These keys can be summed up in a few major skills that structure our book
ndash accept conflict and seize it as an opportunity
ndash master rhetoric and the publicrsquos imagination
ndash know the social springs that fuel conflict the effects of crowds and persecution
ndash know how to react and understand the tools of conflict management
From improvisational theater to foundational myths from the Vietnam War to the trade war we offer an original ndash and hopefully useful ndash analysis that will definitively change your perception of conflict
1
What is a Brand
11 The brand a concept built from relationships
A brand is a construct invented by a company or an organization to establish a strong and productive relationship with the individuals who will allow it to grow
We are aware that this definition given here is hardly the first definition of a Brand but it is useful in that it highlights the essential purpose of Brands which is to create and maintain a social contract based on a relationship with individuals
Another virtue of this definition is that it leads us to a discussion on whether it is necessary to create Brands as complicated as they currently are
Not so long ago we were content with the fact that companies design manufacture and sell good products in the right places at the right prices and that organizations (parties unions federations associations) should correctly structure their ideas and implement the actions for which they were created
Today we demand that Brands behave as a kind of superhuman entity equipped with a lavish personality cultivating a look and a style that distinguishes them speaking with a unique voice setting themselves apart with coherent constant and if possible admirable behaviors pursuing a great mission nourishing a vision of the world ambitions and convictions grounded in clear and superb values emphasizing their good qualities with owning up to their faults and maintaining friends and enemies
New Technologies and Branding First Edition Philippe Sachetti and Thibaud Zuppinger copy ISTE Ltd 2018 Published by ISTE Ltd and John Wiley amp Sons Inc
2 New Technologies and Branding
This change that has taken place over the last 30 years is staggering to say the least Brands have become focal points of society and their survival depends on the judgment of the people who consume their products regardless of the form this consumption takes
There are a number of reasons why this staggering form of tyranny is inflicted on them
ndash the level of competition that only continues to grow and at the same time the power held by the consumer that brands compulsively seek to place at the center of everything (where was this power before) are the simplest reasons and perhaps the most simplistic
ndash the pandemic of defiance and distrust that has spread to all aspects of social life is another more complex reason and a more worrying one as well We will make sure to return to this point in our analysis
ndash the abandonment of the major authorities is an argument which although it is frequently challenged as being conservative and perhaps a bit reactionary is nonetheless difficult to question
The philosopher Chantal Delsol describes this phenomenon well we the active members of this society have been trying for 50 years and particularly during the social upheavals of the late 1960s (such as the revolution of 1968 in France) to progressively stifle our main authority figures parents teachers bosses the army churches political parties trade unions etc In getting rid of them we have also lost the moral commitments that come along with them that have allowed us to make sense of life But giving meaning to life requires finding something that we value more than our own selves as individuals
One example from politics can help us to understand at one time communism was spreading aggressively People could be for it or against it but they were practically required to at least have an opinion take sides or even fight As the philosophers observed this fighting spirit disappeared when communism disappeared
Individuals when they are no longer experiencing suppression find themselves like boxers without an opponent in the middle of the ring And a boxer alone is ridiculous no longer able to put on a show he is worthless and his audience flees in dismay (or ldquodisenchantmentrdquo to use the current lexicon) His presence in the ring no longer makes sense to him
First published 2018 in Great Britain and the United States by ISTE Ltd and John Wiley amp Sons Inc
Apart from any fair dealing for the purposes of research or private study or criticism or review as permitted under the Copyright Designs and Patents Act 1988 this publication may only be reproduced stored or transmitted in any form or by any means with the prior permission in writing of the publishers or in the case of reprographic reproduction in accordance with the terms and licenses issued by the CLA Enquiries concerning reproduction outside these terms should be sent to the publishers at the undermentioned address
ISTE Ltd John Wiley amp Sons Inc 27-37 St Georgersquos Road 111 River Street London SW19 4EU Hoboken NJ 07030 UK USA
wwwistecouk wwwwileycom
copy ISTE Ltd 2018 The rights of Philippe Sachetti and Thibaud Zuppinger to be identified as the authors of this work have been asserted by them in accordance with the Copyright Designs and Patents Act 1988
Library of Congress Control Number 2017962519 British Library Cataloguing-in-Publication Data A CIP record for this book is available from the British Library ISBN 978-1-78630-197-0
Contents
Prologue xi
Introduction xv
Chapter 1 What is a Brand 1 11 The brand a concept built from relationships 1 12 The brand is anthropomimetic 3 13 The brand as merchant 4
131 Exaggeration 4 132 Celebrity 6 133 A matrix for modeling celebrity 7 134 Fallibility 9 135 Exaggeration fame and fallibility the trio from hell 11
14 The Brand exposed 12 15 All Brands are controversial 13 16 Leader Tough luck 16 17 The Brand is not set up for conflict 18 18 The Brand is not always agile (and that is an understatement) 19 19 The irrational reactions of the Brand 21
Chapter 2 Conflict 25 21 Etymology of conflict 25 22 What is a conflict 26 23 When is there a conflict 27 24 Conflict is complex 27 25 Experts of a small piece of the whole 28 26 Conflict can be an asset 29 27 The words of attackers are traps 29
vi New Technologies and Branding
28 The words you use are also traps 31 29 (Here) conflict is not 32
291 Conflict is not latent hostility 32 292 Conflict is not an accident 33 293 Conflict is not a judicial procedure 34 294 Conflict is not a game 34 295 Conflict is not a crisis 35
210 The characteristics of conflict 36 211 What do you think of when someone says conflict 37 212 When someone says conflict what should you think about 38 213 What Sun Tzu has to say 38 214 What Simmel thinks 39
Chapter 3 The Players in Conflicts 41 31 The five agents of conflict 41 32 The ldquoattackedrdquo is the Brand 42 33 The attacker 43
331 Deciphering it in 12 points 44 332 Who are they Are they isolated individuals connected individuals or aggregate groups 45 333 What is their level of cohesion unity 46 334 What are the official reasons presented 46 335 What is their expected benefit 46 336 What is their strategy destroying confidence preventing activity 47 337 What are their beliefs and how deep do they go 48 338 How intense is their commitment Are they ready to ldquogo all the wayrdquo with it 48 339 What is their history with the Brand Among the critics are there any who have been employees customers or competitors of the Brand 49 3310 What is their level of interconnection or differentiation with the Brand 50 3311 What are their supports their backers their alliances 50 3312 What are their strengths and their means (financial intellectual media etc) 51
34 The expected benefits 51 341 Weakening (winning is a failure) 52 342 Obtaining the recognition of harm 53 343 Obtaining reparations 54 344 Revenge 54
Contents vii
345 Correcting 55 346 Prevention 55 347 Destruction 55 348 What the attacker wants to damage 56
35 Allies 57 36 The audience 58
361 Immature humor more than ever 59 362 Do not touch the nice ones 61
37 The arbitrators 62
Chapter 4 Hostility from Yesterday to Today 65 41 The places times and forms of conflict 65 42 The competition 65 43 The public square 66 44 The court 67 45 The borders of conflict between separation and the contact zone 67 46 The temporality of conflict 68 47 What do the conflicts that engage the brand look like 68 48 Guerrilla warfare and terrorism excellent value for money 69
481 The flyrsquos strategy 70 49 Scandal 71 410 Alert launchers 74 411 The social dynamics of conflict 76 412 Skepticism and modernity 77 413 Conspiracy theorizing 78 414 The scapegoat 79 415 The mystery of herd behaviors 83 416 Rumors 84 417 The crowd 85 418 Lynching 87 419 Trust the first victim of conflict 88
Chapter 5 The Techniques of Conflict 95 51 Old methods ldquobotoxedrdquo for the digital age 95
511 The trap hoax 95 512 Denigration 100 513 Petitions 101 514 Boycott and buycott 102
52 New digital techniques 105 521 Astroturfing 105 522 Persona management 110
viii New Technologies and Branding
523 Google bombing 110 524 Trolling 111 525 Denial of service attacks 114
53 Databases as a tool for scandal-mongering 115
Chapter 6 Preparing for Conflict 117 61 Building a strong brand 117
611 Brand ladder 120 612 Identity prism 120 613 The pyramid of qualities 120
62 The narrative scheme 121 63 Stabilizing opinions 125 64 The art of the reply 127
641 Managing conflict from the start 129 642 Knowing the forces in play the absolute obligation 129 643 Organize yourself 130 644 You have a point of view Say it loud and clear 131 645 Train your teams 131 646 Take charge on social networks 132
Chapter 7 Acting in Conflict 135 71 Five possible reactions to attack 135
711 The silent expectation 136 712 Indifference 136 713 Negotiation 136 714 Commitment 137 715 Capitulation 137
72 Can we refuse to acknowledge that we are wrong 137 73 Apologizing costs less than it pays 139 74 Apologies and low points 141 75 The Streisand effect 142 76 Are you going there Keep zen and in control 143 77 Keep a conflict journal 145 78 Orchestrate engagement techniques 147
781 Public debate 147 782 One-upmanship ndash the fatal embrace 148 783 Exhaustion 149 784 Make jokes not war 149
79 Tell a story that is stronger and more appealing than the attacker 152 710 Tweak and revise your actantial model 153
Contents ix
711 Imagine the actantial model of the attacker 154 712 Adopt your assertiveness even by forcing yourself a little 155 713 Conflict is a theater of improvisation 157 714 Prepare to be spontaneous 158 715 Attention to detail 160 716 Seven tips and tricks to improvise without fear 162 717 The semiotic square judo instead of boxing 163 718 Moving conflict onto new terrain 165 719 The merchants of doubt 168
Conclusion 171
Epilogue 177
Appendix 179
Bibliography 183
Index 185
Index of Brands 187
Prologue
The door had just slammed shut the noise still resonating all across the floor In the seven years that Veacuteronique had been the general manager of VheTech she had never felt such a violent burst of anger Her serenity her unassailable composure and her incredible ability to take a step back from things won her admiration and her employees saw this as a major reason for the companyrsquos success
Veacuteronique was furious ldquoFrom a success to a fraudrdquo read the title of the long article dedicated to VheTech in a widely circulated magazine Two weeks earlier she had agreed to speak with a journalist who was very interested in the sector especially the recent incredible innovations happening at VheTech
But this article showed a perplexing bias It was an outrageous scandal The day after it came out the content of the article was then picked up by many other media outlets How did things get to this point There is no way that woman could be a journalist Journalists do not do things like this Who then was behind the poisoned pen that wrote this piece Who ordered this stream of lies A competitor It was a carefully set trap It could not have been anything else
That afternoon an emergency meeting was called with her closest staff They urgently needed to react Her communications director suggested an immediate response on social networks There the controversy was blowing up at a rapid pace
The tweets repeating the details of the report multiplied They were becoming a real tidal wave And every time or almost every time they set off a discussion And ultimately discussion was not a big enough word
xii New Technologies and Branding
Rather it was a loaded process where words like ldquocrookrdquo and ldquoimpostorrdquo were thrown around along with other insults
ldquoWe canrsquot let our reputation go up in smoke we need to respondrdquo
ldquoOf course but howrdquo
ldquoOur most aggressive detractors are mainly on Twitter they even started a hashtagrdquo
ldquoWersquoll create a Twitter account and respond to everythingrdquo
ldquoWe know themrdquo
ldquoWe donrsquot care Thatrsquos not really the problemrdquo
Two weeks later the results were in But they were nothing like what was expected
The 30 or so tweets published by the firm were the subject of many retweets mocking them and the page was bombarded with derogatory and even frankly insulting comments The top ten puns also went around on a few news sites Veacuteronique was beset by a profound sense of failure How could she get out of this situation
ldquoIrsquoll write to all our clients and Irsquoll do a press conference Itrsquos a standard response but at least we will be stepping up to the plate with tools that we know by heartrdquo
The letter was sent The writing was superb crisply argued and with a heartfelt conclusion that called for renewed confidence the same confidence that had always allowed for strong and lasting relations between VheTech and all of its clients and partners
Now she just needed to focus on the press conference
A new and more elaborate argument preparation for questions and answers live training etc This press conference had to show impeccable professionalism in order to put a definitive end to this conflict that was beginning to plague the company from within People spoke very little got
Prologue xiii
upset for no reason and fled from the informal conversations that were once part of the envied atmosphere of the company
The companyrsquos results began to fall at the same rate as motivation They made what had already been a bad situation almost unbearable A real pain for her co-workers Everyone was on edge They all wondered where and when they would be hit by the next attack
After a week of intense preparation Veacuteronique was ready for her press conference The journalists had responded overwhelmingly to the invitation all too happy to snap up a few more juicy details of what was beginning to become an ldquoaffairrdquo
Veacuteroniquersquos presentation went perfectly The preparation paid off her speech went off without a hitch The journalists paid scrupulous attention Then came the time for her to take questions Veacuteronique could finally breathe easy she had proved she was up to the task and had been able to make her arguments calmly but firmly
Then came the questions The questions were pointed and challenging And that was fine Feeling at ease Veacuteronique gave the floor to a number of different speakers One last question before leaving The young man asking did not seem at all deviant But what he asked was not a question it was a trap No not a trap just a question that had not been answered yet Or rather an answer that was not great What did it mean for him this story of values and actions Response was needed ndash and right away
Veacuteronique felt a wave of dizziness come over her A few seconds passed Veacuteronique was looking for an answer that was both a dignified way out and also worded simply with appropriate arguments These few seconds lasted an eternity Veacuteronique was flummoxed flabbergasted When she finally answered it was with awkwardness It was not her that was not what she meant That was not what she should have said In one second she realized that all the work that had been done during the press conference had just been wiped out The reporters went out quietly Veacuteronique remained motionless at the desk rattled
She did not have to be a fortune teller to know that her little swerve was going to make headlines in all the newspapers As it turned out the go-getting general manager of VheTech did not really know anything about
xiv New Technologies and Branding
VheTech Or rather she preferred not to speak about this one particular aspect of VheTech which she preferred to keep hidden away She had effectively gone from a success to a fraud
The months that followed were particularly painful for the company Its image had been deeply scarred and everything the company said or did was scrutinized by journalists with unrelenting suspicion The pressure on employees was very strong and there was a widespread sense of shame that had crept into the teams as if it were difficult to work for such frauds
A wave of resignations continued to further slow down the activity All the sectors of the company were affected and there was no indication that the conflict could have any outcome other than the complete destruction of everything Veacuteronique had tried to build over the last few years
None of the clients bothered to respond to Veacuteroniquersquos beautiful letter
Introduction
Are you tasked with the heavy burden of keeping the beautiful and delicate machinery of a brand in motion This book could be very useful to you because today no brand is immune from an attack of ldquoantirdquo anti-successful brand anti-your profession anti-the way you do things anti-your beliefs or anti-your way of changing the rules of the game All of these detractors existed in the past but their voices were only heard if they had the means to gain access to the media (journalists or advertising space sellers) Today destroying a brand is almost free the Internet has become a finely tuned machine for people to speak ill of their neighbors to the world at large and without any cost
Allow us to provide you with three tips before you begin to dig into this book
ndash build yourself a strong brand right off the bat and if possible during a time of peace
ndash learn about conflict and practice confronting it before it hits
ndash do not become paranoid
Our experience working alongside brands suffering from conflict has taught us to detect and be wary of representations even those we have just used Indeed the disease these brands suffer from is representation However it is difficult to do without representations Conflict is highly complex A metaphor is a very convenient shortcut But like all shortcuts and approximations it only portrays part of the reality However resolving
xvi New Technologies and Branding
only part of the conflict is not really resolving it at all and instead allows it to be amplified in the places where nobody is looking
Though metaphors and mental representations of conflict can be misleading they are necessary So what can we do Simply learn how to spot them so as not to be a victim and correctly associate them at a later time
The essential skill for being able to deal with conflict is the ability to multiply the points of view on and interpretations of the conflict This skill is crucial in order to avoid falling under the spell of experts (whether genuine or self-proclaimed)
Experts swarm but all of them (and this goes for all specialists) give only one aspect of reality the one that has to do with their expertise An expert on digital monitoring will tell you that online reputation is the key indicator An expert in bad buzz will emphasize the need to set up real-time alerts A crisis expert will suggest you prepare more and more for managing the crisis A theatrical improvisation expert will explain how to take the stage and improvise a solution with your employees
All of them are right but only within their own fields
These specialists complement one another and optimal management of the conflict comes through an ability to detect all dimensions and interconnect them
Conflict is complex branching out through time and space In order to control conflict we must know ourselves know all the stakeholders and know the nature of the conflicts and the way in which they behave The first moment of conflict control primarily involves knowledge But this is only the first moment It must be connected with reflexes
This book has been designed and written with the objective of providing you with the necessary key factors to know and analyze situations of conflict that may involve your brand and act accordingly
Throughout the book we strive to show you the effectiveness of a broader vision of conflict because the most formidable weapon for combating conflict is remaining focused on the crisis and its climax and it is essential to act upstream as well as downstream
Introduction xvii
These keys can be summed up in a few major skills that structure our book
ndash accept conflict and seize it as an opportunity
ndash master rhetoric and the publicrsquos imagination
ndash know the social springs that fuel conflict the effects of crowds and persecution
ndash know how to react and understand the tools of conflict management
From improvisational theater to foundational myths from the Vietnam War to the trade war we offer an original ndash and hopefully useful ndash analysis that will definitively change your perception of conflict
1
What is a Brand
11 The brand a concept built from relationships
A brand is a construct invented by a company or an organization to establish a strong and productive relationship with the individuals who will allow it to grow
We are aware that this definition given here is hardly the first definition of a Brand but it is useful in that it highlights the essential purpose of Brands which is to create and maintain a social contract based on a relationship with individuals
Another virtue of this definition is that it leads us to a discussion on whether it is necessary to create Brands as complicated as they currently are
Not so long ago we were content with the fact that companies design manufacture and sell good products in the right places at the right prices and that organizations (parties unions federations associations) should correctly structure their ideas and implement the actions for which they were created
Today we demand that Brands behave as a kind of superhuman entity equipped with a lavish personality cultivating a look and a style that distinguishes them speaking with a unique voice setting themselves apart with coherent constant and if possible admirable behaviors pursuing a great mission nourishing a vision of the world ambitions and convictions grounded in clear and superb values emphasizing their good qualities with owning up to their faults and maintaining friends and enemies
New Technologies and Branding First Edition Philippe Sachetti and Thibaud Zuppinger copy ISTE Ltd 2018 Published by ISTE Ltd and John Wiley amp Sons Inc
2 New Technologies and Branding
This change that has taken place over the last 30 years is staggering to say the least Brands have become focal points of society and their survival depends on the judgment of the people who consume their products regardless of the form this consumption takes
There are a number of reasons why this staggering form of tyranny is inflicted on them
ndash the level of competition that only continues to grow and at the same time the power held by the consumer that brands compulsively seek to place at the center of everything (where was this power before) are the simplest reasons and perhaps the most simplistic
ndash the pandemic of defiance and distrust that has spread to all aspects of social life is another more complex reason and a more worrying one as well We will make sure to return to this point in our analysis
ndash the abandonment of the major authorities is an argument which although it is frequently challenged as being conservative and perhaps a bit reactionary is nonetheless difficult to question
The philosopher Chantal Delsol describes this phenomenon well we the active members of this society have been trying for 50 years and particularly during the social upheavals of the late 1960s (such as the revolution of 1968 in France) to progressively stifle our main authority figures parents teachers bosses the army churches political parties trade unions etc In getting rid of them we have also lost the moral commitments that come along with them that have allowed us to make sense of life But giving meaning to life requires finding something that we value more than our own selves as individuals
One example from politics can help us to understand at one time communism was spreading aggressively People could be for it or against it but they were practically required to at least have an opinion take sides or even fight As the philosophers observed this fighting spirit disappeared when communism disappeared
Individuals when they are no longer experiencing suppression find themselves like boxers without an opponent in the middle of the ring And a boxer alone is ridiculous no longer able to put on a show he is worthless and his audience flees in dismay (or ldquodisenchantmentrdquo to use the current lexicon) His presence in the ring no longer makes sense to him
Contents
Prologue xi
Introduction xv
Chapter 1 What is a Brand 1 11 The brand a concept built from relationships 1 12 The brand is anthropomimetic 3 13 The brand as merchant 4
131 Exaggeration 4 132 Celebrity 6 133 A matrix for modeling celebrity 7 134 Fallibility 9 135 Exaggeration fame and fallibility the trio from hell 11
14 The Brand exposed 12 15 All Brands are controversial 13 16 Leader Tough luck 16 17 The Brand is not set up for conflict 18 18 The Brand is not always agile (and that is an understatement) 19 19 The irrational reactions of the Brand 21
Chapter 2 Conflict 25 21 Etymology of conflict 25 22 What is a conflict 26 23 When is there a conflict 27 24 Conflict is complex 27 25 Experts of a small piece of the whole 28 26 Conflict can be an asset 29 27 The words of attackers are traps 29
vi New Technologies and Branding
28 The words you use are also traps 31 29 (Here) conflict is not 32
291 Conflict is not latent hostility 32 292 Conflict is not an accident 33 293 Conflict is not a judicial procedure 34 294 Conflict is not a game 34 295 Conflict is not a crisis 35
210 The characteristics of conflict 36 211 What do you think of when someone says conflict 37 212 When someone says conflict what should you think about 38 213 What Sun Tzu has to say 38 214 What Simmel thinks 39
Chapter 3 The Players in Conflicts 41 31 The five agents of conflict 41 32 The ldquoattackedrdquo is the Brand 42 33 The attacker 43
331 Deciphering it in 12 points 44 332 Who are they Are they isolated individuals connected individuals or aggregate groups 45 333 What is their level of cohesion unity 46 334 What are the official reasons presented 46 335 What is their expected benefit 46 336 What is their strategy destroying confidence preventing activity 47 337 What are their beliefs and how deep do they go 48 338 How intense is their commitment Are they ready to ldquogo all the wayrdquo with it 48 339 What is their history with the Brand Among the critics are there any who have been employees customers or competitors of the Brand 49 3310 What is their level of interconnection or differentiation with the Brand 50 3311 What are their supports their backers their alliances 50 3312 What are their strengths and their means (financial intellectual media etc) 51
34 The expected benefits 51 341 Weakening (winning is a failure) 52 342 Obtaining the recognition of harm 53 343 Obtaining reparations 54 344 Revenge 54
Contents vii
345 Correcting 55 346 Prevention 55 347 Destruction 55 348 What the attacker wants to damage 56
35 Allies 57 36 The audience 58
361 Immature humor more than ever 59 362 Do not touch the nice ones 61
37 The arbitrators 62
Chapter 4 Hostility from Yesterday to Today 65 41 The places times and forms of conflict 65 42 The competition 65 43 The public square 66 44 The court 67 45 The borders of conflict between separation and the contact zone 67 46 The temporality of conflict 68 47 What do the conflicts that engage the brand look like 68 48 Guerrilla warfare and terrorism excellent value for money 69
481 The flyrsquos strategy 70 49 Scandal 71 410 Alert launchers 74 411 The social dynamics of conflict 76 412 Skepticism and modernity 77 413 Conspiracy theorizing 78 414 The scapegoat 79 415 The mystery of herd behaviors 83 416 Rumors 84 417 The crowd 85 418 Lynching 87 419 Trust the first victim of conflict 88
Chapter 5 The Techniques of Conflict 95 51 Old methods ldquobotoxedrdquo for the digital age 95
511 The trap hoax 95 512 Denigration 100 513 Petitions 101 514 Boycott and buycott 102
52 New digital techniques 105 521 Astroturfing 105 522 Persona management 110
viii New Technologies and Branding
523 Google bombing 110 524 Trolling 111 525 Denial of service attacks 114
53 Databases as a tool for scandal-mongering 115
Chapter 6 Preparing for Conflict 117 61 Building a strong brand 117
611 Brand ladder 120 612 Identity prism 120 613 The pyramid of qualities 120
62 The narrative scheme 121 63 Stabilizing opinions 125 64 The art of the reply 127
641 Managing conflict from the start 129 642 Knowing the forces in play the absolute obligation 129 643 Organize yourself 130 644 You have a point of view Say it loud and clear 131 645 Train your teams 131 646 Take charge on social networks 132
Chapter 7 Acting in Conflict 135 71 Five possible reactions to attack 135
711 The silent expectation 136 712 Indifference 136 713 Negotiation 136 714 Commitment 137 715 Capitulation 137
72 Can we refuse to acknowledge that we are wrong 137 73 Apologizing costs less than it pays 139 74 Apologies and low points 141 75 The Streisand effect 142 76 Are you going there Keep zen and in control 143 77 Keep a conflict journal 145 78 Orchestrate engagement techniques 147
781 Public debate 147 782 One-upmanship ndash the fatal embrace 148 783 Exhaustion 149 784 Make jokes not war 149
79 Tell a story that is stronger and more appealing than the attacker 152 710 Tweak and revise your actantial model 153
Contents ix
711 Imagine the actantial model of the attacker 154 712 Adopt your assertiveness even by forcing yourself a little 155 713 Conflict is a theater of improvisation 157 714 Prepare to be spontaneous 158 715 Attention to detail 160 716 Seven tips and tricks to improvise without fear 162 717 The semiotic square judo instead of boxing 163 718 Moving conflict onto new terrain 165 719 The merchants of doubt 168
Conclusion 171
Epilogue 177
Appendix 179
Bibliography 183
Index 185
Index of Brands 187
Prologue
The door had just slammed shut the noise still resonating all across the floor In the seven years that Veacuteronique had been the general manager of VheTech she had never felt such a violent burst of anger Her serenity her unassailable composure and her incredible ability to take a step back from things won her admiration and her employees saw this as a major reason for the companyrsquos success
Veacuteronique was furious ldquoFrom a success to a fraudrdquo read the title of the long article dedicated to VheTech in a widely circulated magazine Two weeks earlier she had agreed to speak with a journalist who was very interested in the sector especially the recent incredible innovations happening at VheTech
But this article showed a perplexing bias It was an outrageous scandal The day after it came out the content of the article was then picked up by many other media outlets How did things get to this point There is no way that woman could be a journalist Journalists do not do things like this Who then was behind the poisoned pen that wrote this piece Who ordered this stream of lies A competitor It was a carefully set trap It could not have been anything else
That afternoon an emergency meeting was called with her closest staff They urgently needed to react Her communications director suggested an immediate response on social networks There the controversy was blowing up at a rapid pace
The tweets repeating the details of the report multiplied They were becoming a real tidal wave And every time or almost every time they set off a discussion And ultimately discussion was not a big enough word
xii New Technologies and Branding
Rather it was a loaded process where words like ldquocrookrdquo and ldquoimpostorrdquo were thrown around along with other insults
ldquoWe canrsquot let our reputation go up in smoke we need to respondrdquo
ldquoOf course but howrdquo
ldquoOur most aggressive detractors are mainly on Twitter they even started a hashtagrdquo
ldquoWersquoll create a Twitter account and respond to everythingrdquo
ldquoWe know themrdquo
ldquoWe donrsquot care Thatrsquos not really the problemrdquo
Two weeks later the results were in But they were nothing like what was expected
The 30 or so tweets published by the firm were the subject of many retweets mocking them and the page was bombarded with derogatory and even frankly insulting comments The top ten puns also went around on a few news sites Veacuteronique was beset by a profound sense of failure How could she get out of this situation
ldquoIrsquoll write to all our clients and Irsquoll do a press conference Itrsquos a standard response but at least we will be stepping up to the plate with tools that we know by heartrdquo
The letter was sent The writing was superb crisply argued and with a heartfelt conclusion that called for renewed confidence the same confidence that had always allowed for strong and lasting relations between VheTech and all of its clients and partners
Now she just needed to focus on the press conference
A new and more elaborate argument preparation for questions and answers live training etc This press conference had to show impeccable professionalism in order to put a definitive end to this conflict that was beginning to plague the company from within People spoke very little got
Prologue xiii
upset for no reason and fled from the informal conversations that were once part of the envied atmosphere of the company
The companyrsquos results began to fall at the same rate as motivation They made what had already been a bad situation almost unbearable A real pain for her co-workers Everyone was on edge They all wondered where and when they would be hit by the next attack
After a week of intense preparation Veacuteronique was ready for her press conference The journalists had responded overwhelmingly to the invitation all too happy to snap up a few more juicy details of what was beginning to become an ldquoaffairrdquo
Veacuteroniquersquos presentation went perfectly The preparation paid off her speech went off without a hitch The journalists paid scrupulous attention Then came the time for her to take questions Veacuteronique could finally breathe easy she had proved she was up to the task and had been able to make her arguments calmly but firmly
Then came the questions The questions were pointed and challenging And that was fine Feeling at ease Veacuteronique gave the floor to a number of different speakers One last question before leaving The young man asking did not seem at all deviant But what he asked was not a question it was a trap No not a trap just a question that had not been answered yet Or rather an answer that was not great What did it mean for him this story of values and actions Response was needed ndash and right away
Veacuteronique felt a wave of dizziness come over her A few seconds passed Veacuteronique was looking for an answer that was both a dignified way out and also worded simply with appropriate arguments These few seconds lasted an eternity Veacuteronique was flummoxed flabbergasted When she finally answered it was with awkwardness It was not her that was not what she meant That was not what she should have said In one second she realized that all the work that had been done during the press conference had just been wiped out The reporters went out quietly Veacuteronique remained motionless at the desk rattled
She did not have to be a fortune teller to know that her little swerve was going to make headlines in all the newspapers As it turned out the go-getting general manager of VheTech did not really know anything about
xiv New Technologies and Branding
VheTech Or rather she preferred not to speak about this one particular aspect of VheTech which she preferred to keep hidden away She had effectively gone from a success to a fraud
The months that followed were particularly painful for the company Its image had been deeply scarred and everything the company said or did was scrutinized by journalists with unrelenting suspicion The pressure on employees was very strong and there was a widespread sense of shame that had crept into the teams as if it were difficult to work for such frauds
A wave of resignations continued to further slow down the activity All the sectors of the company were affected and there was no indication that the conflict could have any outcome other than the complete destruction of everything Veacuteronique had tried to build over the last few years
None of the clients bothered to respond to Veacuteroniquersquos beautiful letter
Introduction
Are you tasked with the heavy burden of keeping the beautiful and delicate machinery of a brand in motion This book could be very useful to you because today no brand is immune from an attack of ldquoantirdquo anti-successful brand anti-your profession anti-the way you do things anti-your beliefs or anti-your way of changing the rules of the game All of these detractors existed in the past but their voices were only heard if they had the means to gain access to the media (journalists or advertising space sellers) Today destroying a brand is almost free the Internet has become a finely tuned machine for people to speak ill of their neighbors to the world at large and without any cost
Allow us to provide you with three tips before you begin to dig into this book
ndash build yourself a strong brand right off the bat and if possible during a time of peace
ndash learn about conflict and practice confronting it before it hits
ndash do not become paranoid
Our experience working alongside brands suffering from conflict has taught us to detect and be wary of representations even those we have just used Indeed the disease these brands suffer from is representation However it is difficult to do without representations Conflict is highly complex A metaphor is a very convenient shortcut But like all shortcuts and approximations it only portrays part of the reality However resolving
xvi New Technologies and Branding
only part of the conflict is not really resolving it at all and instead allows it to be amplified in the places where nobody is looking
Though metaphors and mental representations of conflict can be misleading they are necessary So what can we do Simply learn how to spot them so as not to be a victim and correctly associate them at a later time
The essential skill for being able to deal with conflict is the ability to multiply the points of view on and interpretations of the conflict This skill is crucial in order to avoid falling under the spell of experts (whether genuine or self-proclaimed)
Experts swarm but all of them (and this goes for all specialists) give only one aspect of reality the one that has to do with their expertise An expert on digital monitoring will tell you that online reputation is the key indicator An expert in bad buzz will emphasize the need to set up real-time alerts A crisis expert will suggest you prepare more and more for managing the crisis A theatrical improvisation expert will explain how to take the stage and improvise a solution with your employees
All of them are right but only within their own fields
These specialists complement one another and optimal management of the conflict comes through an ability to detect all dimensions and interconnect them
Conflict is complex branching out through time and space In order to control conflict we must know ourselves know all the stakeholders and know the nature of the conflicts and the way in which they behave The first moment of conflict control primarily involves knowledge But this is only the first moment It must be connected with reflexes
This book has been designed and written with the objective of providing you with the necessary key factors to know and analyze situations of conflict that may involve your brand and act accordingly
Throughout the book we strive to show you the effectiveness of a broader vision of conflict because the most formidable weapon for combating conflict is remaining focused on the crisis and its climax and it is essential to act upstream as well as downstream
Introduction xvii
These keys can be summed up in a few major skills that structure our book
ndash accept conflict and seize it as an opportunity
ndash master rhetoric and the publicrsquos imagination
ndash know the social springs that fuel conflict the effects of crowds and persecution
ndash know how to react and understand the tools of conflict management
From improvisational theater to foundational myths from the Vietnam War to the trade war we offer an original ndash and hopefully useful ndash analysis that will definitively change your perception of conflict
1
What is a Brand
11 The brand a concept built from relationships
A brand is a construct invented by a company or an organization to establish a strong and productive relationship with the individuals who will allow it to grow
We are aware that this definition given here is hardly the first definition of a Brand but it is useful in that it highlights the essential purpose of Brands which is to create and maintain a social contract based on a relationship with individuals
Another virtue of this definition is that it leads us to a discussion on whether it is necessary to create Brands as complicated as they currently are
Not so long ago we were content with the fact that companies design manufacture and sell good products in the right places at the right prices and that organizations (parties unions federations associations) should correctly structure their ideas and implement the actions for which they were created
Today we demand that Brands behave as a kind of superhuman entity equipped with a lavish personality cultivating a look and a style that distinguishes them speaking with a unique voice setting themselves apart with coherent constant and if possible admirable behaviors pursuing a great mission nourishing a vision of the world ambitions and convictions grounded in clear and superb values emphasizing their good qualities with owning up to their faults and maintaining friends and enemies
New Technologies and Branding First Edition Philippe Sachetti and Thibaud Zuppinger copy ISTE Ltd 2018 Published by ISTE Ltd and John Wiley amp Sons Inc
2 New Technologies and Branding
This change that has taken place over the last 30 years is staggering to say the least Brands have become focal points of society and their survival depends on the judgment of the people who consume their products regardless of the form this consumption takes
There are a number of reasons why this staggering form of tyranny is inflicted on them
ndash the level of competition that only continues to grow and at the same time the power held by the consumer that brands compulsively seek to place at the center of everything (where was this power before) are the simplest reasons and perhaps the most simplistic
ndash the pandemic of defiance and distrust that has spread to all aspects of social life is another more complex reason and a more worrying one as well We will make sure to return to this point in our analysis
ndash the abandonment of the major authorities is an argument which although it is frequently challenged as being conservative and perhaps a bit reactionary is nonetheless difficult to question
The philosopher Chantal Delsol describes this phenomenon well we the active members of this society have been trying for 50 years and particularly during the social upheavals of the late 1960s (such as the revolution of 1968 in France) to progressively stifle our main authority figures parents teachers bosses the army churches political parties trade unions etc In getting rid of them we have also lost the moral commitments that come along with them that have allowed us to make sense of life But giving meaning to life requires finding something that we value more than our own selves as individuals
One example from politics can help us to understand at one time communism was spreading aggressively People could be for it or against it but they were practically required to at least have an opinion take sides or even fight As the philosophers observed this fighting spirit disappeared when communism disappeared
Individuals when they are no longer experiencing suppression find themselves like boxers without an opponent in the middle of the ring And a boxer alone is ridiculous no longer able to put on a show he is worthless and his audience flees in dismay (or ldquodisenchantmentrdquo to use the current lexicon) His presence in the ring no longer makes sense to him
vi New Technologies and Branding
28 The words you use are also traps 31 29 (Here) conflict is not 32
291 Conflict is not latent hostility 32 292 Conflict is not an accident 33 293 Conflict is not a judicial procedure 34 294 Conflict is not a game 34 295 Conflict is not a crisis 35
210 The characteristics of conflict 36 211 What do you think of when someone says conflict 37 212 When someone says conflict what should you think about 38 213 What Sun Tzu has to say 38 214 What Simmel thinks 39
Chapter 3 The Players in Conflicts 41 31 The five agents of conflict 41 32 The ldquoattackedrdquo is the Brand 42 33 The attacker 43
331 Deciphering it in 12 points 44 332 Who are they Are they isolated individuals connected individuals or aggregate groups 45 333 What is their level of cohesion unity 46 334 What are the official reasons presented 46 335 What is their expected benefit 46 336 What is their strategy destroying confidence preventing activity 47 337 What are their beliefs and how deep do they go 48 338 How intense is their commitment Are they ready to ldquogo all the wayrdquo with it 48 339 What is their history with the Brand Among the critics are there any who have been employees customers or competitors of the Brand 49 3310 What is their level of interconnection or differentiation with the Brand 50 3311 What are their supports their backers their alliances 50 3312 What are their strengths and their means (financial intellectual media etc) 51
34 The expected benefits 51 341 Weakening (winning is a failure) 52 342 Obtaining the recognition of harm 53 343 Obtaining reparations 54 344 Revenge 54
Contents vii
345 Correcting 55 346 Prevention 55 347 Destruction 55 348 What the attacker wants to damage 56
35 Allies 57 36 The audience 58
361 Immature humor more than ever 59 362 Do not touch the nice ones 61
37 The arbitrators 62
Chapter 4 Hostility from Yesterday to Today 65 41 The places times and forms of conflict 65 42 The competition 65 43 The public square 66 44 The court 67 45 The borders of conflict between separation and the contact zone 67 46 The temporality of conflict 68 47 What do the conflicts that engage the brand look like 68 48 Guerrilla warfare and terrorism excellent value for money 69
481 The flyrsquos strategy 70 49 Scandal 71 410 Alert launchers 74 411 The social dynamics of conflict 76 412 Skepticism and modernity 77 413 Conspiracy theorizing 78 414 The scapegoat 79 415 The mystery of herd behaviors 83 416 Rumors 84 417 The crowd 85 418 Lynching 87 419 Trust the first victim of conflict 88
Chapter 5 The Techniques of Conflict 95 51 Old methods ldquobotoxedrdquo for the digital age 95
511 The trap hoax 95 512 Denigration 100 513 Petitions 101 514 Boycott and buycott 102
52 New digital techniques 105 521 Astroturfing 105 522 Persona management 110
viii New Technologies and Branding
523 Google bombing 110 524 Trolling 111 525 Denial of service attacks 114
53 Databases as a tool for scandal-mongering 115
Chapter 6 Preparing for Conflict 117 61 Building a strong brand 117
611 Brand ladder 120 612 Identity prism 120 613 The pyramid of qualities 120
62 The narrative scheme 121 63 Stabilizing opinions 125 64 The art of the reply 127
641 Managing conflict from the start 129 642 Knowing the forces in play the absolute obligation 129 643 Organize yourself 130 644 You have a point of view Say it loud and clear 131 645 Train your teams 131 646 Take charge on social networks 132
Chapter 7 Acting in Conflict 135 71 Five possible reactions to attack 135
711 The silent expectation 136 712 Indifference 136 713 Negotiation 136 714 Commitment 137 715 Capitulation 137
72 Can we refuse to acknowledge that we are wrong 137 73 Apologizing costs less than it pays 139 74 Apologies and low points 141 75 The Streisand effect 142 76 Are you going there Keep zen and in control 143 77 Keep a conflict journal 145 78 Orchestrate engagement techniques 147
781 Public debate 147 782 One-upmanship ndash the fatal embrace 148 783 Exhaustion 149 784 Make jokes not war 149
79 Tell a story that is stronger and more appealing than the attacker 152 710 Tweak and revise your actantial model 153
Contents ix
711 Imagine the actantial model of the attacker 154 712 Adopt your assertiveness even by forcing yourself a little 155 713 Conflict is a theater of improvisation 157 714 Prepare to be spontaneous 158 715 Attention to detail 160 716 Seven tips and tricks to improvise without fear 162 717 The semiotic square judo instead of boxing 163 718 Moving conflict onto new terrain 165 719 The merchants of doubt 168
Conclusion 171
Epilogue 177
Appendix 179
Bibliography 183
Index 185
Index of Brands 187
Prologue
The door had just slammed shut the noise still resonating all across the floor In the seven years that Veacuteronique had been the general manager of VheTech she had never felt such a violent burst of anger Her serenity her unassailable composure and her incredible ability to take a step back from things won her admiration and her employees saw this as a major reason for the companyrsquos success
Veacuteronique was furious ldquoFrom a success to a fraudrdquo read the title of the long article dedicated to VheTech in a widely circulated magazine Two weeks earlier she had agreed to speak with a journalist who was very interested in the sector especially the recent incredible innovations happening at VheTech
But this article showed a perplexing bias It was an outrageous scandal The day after it came out the content of the article was then picked up by many other media outlets How did things get to this point There is no way that woman could be a journalist Journalists do not do things like this Who then was behind the poisoned pen that wrote this piece Who ordered this stream of lies A competitor It was a carefully set trap It could not have been anything else
That afternoon an emergency meeting was called with her closest staff They urgently needed to react Her communications director suggested an immediate response on social networks There the controversy was blowing up at a rapid pace
The tweets repeating the details of the report multiplied They were becoming a real tidal wave And every time or almost every time they set off a discussion And ultimately discussion was not a big enough word
xii New Technologies and Branding
Rather it was a loaded process where words like ldquocrookrdquo and ldquoimpostorrdquo were thrown around along with other insults
ldquoWe canrsquot let our reputation go up in smoke we need to respondrdquo
ldquoOf course but howrdquo
ldquoOur most aggressive detractors are mainly on Twitter they even started a hashtagrdquo
ldquoWersquoll create a Twitter account and respond to everythingrdquo
ldquoWe know themrdquo
ldquoWe donrsquot care Thatrsquos not really the problemrdquo
Two weeks later the results were in But they were nothing like what was expected
The 30 or so tweets published by the firm were the subject of many retweets mocking them and the page was bombarded with derogatory and even frankly insulting comments The top ten puns also went around on a few news sites Veacuteronique was beset by a profound sense of failure How could she get out of this situation
ldquoIrsquoll write to all our clients and Irsquoll do a press conference Itrsquos a standard response but at least we will be stepping up to the plate with tools that we know by heartrdquo
The letter was sent The writing was superb crisply argued and with a heartfelt conclusion that called for renewed confidence the same confidence that had always allowed for strong and lasting relations between VheTech and all of its clients and partners
Now she just needed to focus on the press conference
A new and more elaborate argument preparation for questions and answers live training etc This press conference had to show impeccable professionalism in order to put a definitive end to this conflict that was beginning to plague the company from within People spoke very little got
Prologue xiii
upset for no reason and fled from the informal conversations that were once part of the envied atmosphere of the company
The companyrsquos results began to fall at the same rate as motivation They made what had already been a bad situation almost unbearable A real pain for her co-workers Everyone was on edge They all wondered where and when they would be hit by the next attack
After a week of intense preparation Veacuteronique was ready for her press conference The journalists had responded overwhelmingly to the invitation all too happy to snap up a few more juicy details of what was beginning to become an ldquoaffairrdquo
Veacuteroniquersquos presentation went perfectly The preparation paid off her speech went off without a hitch The journalists paid scrupulous attention Then came the time for her to take questions Veacuteronique could finally breathe easy she had proved she was up to the task and had been able to make her arguments calmly but firmly
Then came the questions The questions were pointed and challenging And that was fine Feeling at ease Veacuteronique gave the floor to a number of different speakers One last question before leaving The young man asking did not seem at all deviant But what he asked was not a question it was a trap No not a trap just a question that had not been answered yet Or rather an answer that was not great What did it mean for him this story of values and actions Response was needed ndash and right away
Veacuteronique felt a wave of dizziness come over her A few seconds passed Veacuteronique was looking for an answer that was both a dignified way out and also worded simply with appropriate arguments These few seconds lasted an eternity Veacuteronique was flummoxed flabbergasted When she finally answered it was with awkwardness It was not her that was not what she meant That was not what she should have said In one second she realized that all the work that had been done during the press conference had just been wiped out The reporters went out quietly Veacuteronique remained motionless at the desk rattled
She did not have to be a fortune teller to know that her little swerve was going to make headlines in all the newspapers As it turned out the go-getting general manager of VheTech did not really know anything about
xiv New Technologies and Branding
VheTech Or rather she preferred not to speak about this one particular aspect of VheTech which she preferred to keep hidden away She had effectively gone from a success to a fraud
The months that followed were particularly painful for the company Its image had been deeply scarred and everything the company said or did was scrutinized by journalists with unrelenting suspicion The pressure on employees was very strong and there was a widespread sense of shame that had crept into the teams as if it were difficult to work for such frauds
A wave of resignations continued to further slow down the activity All the sectors of the company were affected and there was no indication that the conflict could have any outcome other than the complete destruction of everything Veacuteronique had tried to build over the last few years
None of the clients bothered to respond to Veacuteroniquersquos beautiful letter
Introduction
Are you tasked with the heavy burden of keeping the beautiful and delicate machinery of a brand in motion This book could be very useful to you because today no brand is immune from an attack of ldquoantirdquo anti-successful brand anti-your profession anti-the way you do things anti-your beliefs or anti-your way of changing the rules of the game All of these detractors existed in the past but their voices were only heard if they had the means to gain access to the media (journalists or advertising space sellers) Today destroying a brand is almost free the Internet has become a finely tuned machine for people to speak ill of their neighbors to the world at large and without any cost
Allow us to provide you with three tips before you begin to dig into this book
ndash build yourself a strong brand right off the bat and if possible during a time of peace
ndash learn about conflict and practice confronting it before it hits
ndash do not become paranoid
Our experience working alongside brands suffering from conflict has taught us to detect and be wary of representations even those we have just used Indeed the disease these brands suffer from is representation However it is difficult to do without representations Conflict is highly complex A metaphor is a very convenient shortcut But like all shortcuts and approximations it only portrays part of the reality However resolving
xvi New Technologies and Branding
only part of the conflict is not really resolving it at all and instead allows it to be amplified in the places where nobody is looking
Though metaphors and mental representations of conflict can be misleading they are necessary So what can we do Simply learn how to spot them so as not to be a victim and correctly associate them at a later time
The essential skill for being able to deal with conflict is the ability to multiply the points of view on and interpretations of the conflict This skill is crucial in order to avoid falling under the spell of experts (whether genuine or self-proclaimed)
Experts swarm but all of them (and this goes for all specialists) give only one aspect of reality the one that has to do with their expertise An expert on digital monitoring will tell you that online reputation is the key indicator An expert in bad buzz will emphasize the need to set up real-time alerts A crisis expert will suggest you prepare more and more for managing the crisis A theatrical improvisation expert will explain how to take the stage and improvise a solution with your employees
All of them are right but only within their own fields
These specialists complement one another and optimal management of the conflict comes through an ability to detect all dimensions and interconnect them
Conflict is complex branching out through time and space In order to control conflict we must know ourselves know all the stakeholders and know the nature of the conflicts and the way in which they behave The first moment of conflict control primarily involves knowledge But this is only the first moment It must be connected with reflexes
This book has been designed and written with the objective of providing you with the necessary key factors to know and analyze situations of conflict that may involve your brand and act accordingly
Throughout the book we strive to show you the effectiveness of a broader vision of conflict because the most formidable weapon for combating conflict is remaining focused on the crisis and its climax and it is essential to act upstream as well as downstream
Introduction xvii
These keys can be summed up in a few major skills that structure our book
ndash accept conflict and seize it as an opportunity
ndash master rhetoric and the publicrsquos imagination
ndash know the social springs that fuel conflict the effects of crowds and persecution
ndash know how to react and understand the tools of conflict management
From improvisational theater to foundational myths from the Vietnam War to the trade war we offer an original ndash and hopefully useful ndash analysis that will definitively change your perception of conflict
1
What is a Brand
11 The brand a concept built from relationships
A brand is a construct invented by a company or an organization to establish a strong and productive relationship with the individuals who will allow it to grow
We are aware that this definition given here is hardly the first definition of a Brand but it is useful in that it highlights the essential purpose of Brands which is to create and maintain a social contract based on a relationship with individuals
Another virtue of this definition is that it leads us to a discussion on whether it is necessary to create Brands as complicated as they currently are
Not so long ago we were content with the fact that companies design manufacture and sell good products in the right places at the right prices and that organizations (parties unions federations associations) should correctly structure their ideas and implement the actions for which they were created
Today we demand that Brands behave as a kind of superhuman entity equipped with a lavish personality cultivating a look and a style that distinguishes them speaking with a unique voice setting themselves apart with coherent constant and if possible admirable behaviors pursuing a great mission nourishing a vision of the world ambitions and convictions grounded in clear and superb values emphasizing their good qualities with owning up to their faults and maintaining friends and enemies
New Technologies and Branding First Edition Philippe Sachetti and Thibaud Zuppinger copy ISTE Ltd 2018 Published by ISTE Ltd and John Wiley amp Sons Inc
2 New Technologies and Branding
This change that has taken place over the last 30 years is staggering to say the least Brands have become focal points of society and their survival depends on the judgment of the people who consume their products regardless of the form this consumption takes
There are a number of reasons why this staggering form of tyranny is inflicted on them
ndash the level of competition that only continues to grow and at the same time the power held by the consumer that brands compulsively seek to place at the center of everything (where was this power before) are the simplest reasons and perhaps the most simplistic
ndash the pandemic of defiance and distrust that has spread to all aspects of social life is another more complex reason and a more worrying one as well We will make sure to return to this point in our analysis
ndash the abandonment of the major authorities is an argument which although it is frequently challenged as being conservative and perhaps a bit reactionary is nonetheless difficult to question
The philosopher Chantal Delsol describes this phenomenon well we the active members of this society have been trying for 50 years and particularly during the social upheavals of the late 1960s (such as the revolution of 1968 in France) to progressively stifle our main authority figures parents teachers bosses the army churches political parties trade unions etc In getting rid of them we have also lost the moral commitments that come along with them that have allowed us to make sense of life But giving meaning to life requires finding something that we value more than our own selves as individuals
One example from politics can help us to understand at one time communism was spreading aggressively People could be for it or against it but they were practically required to at least have an opinion take sides or even fight As the philosophers observed this fighting spirit disappeared when communism disappeared
Individuals when they are no longer experiencing suppression find themselves like boxers without an opponent in the middle of the ring And a boxer alone is ridiculous no longer able to put on a show he is worthless and his audience flees in dismay (or ldquodisenchantmentrdquo to use the current lexicon) His presence in the ring no longer makes sense to him
Contents vii
345 Correcting 55 346 Prevention 55 347 Destruction 55 348 What the attacker wants to damage 56
35 Allies 57 36 The audience 58
361 Immature humor more than ever 59 362 Do not touch the nice ones 61
37 The arbitrators 62
Chapter 4 Hostility from Yesterday to Today 65 41 The places times and forms of conflict 65 42 The competition 65 43 The public square 66 44 The court 67 45 The borders of conflict between separation and the contact zone 67 46 The temporality of conflict 68 47 What do the conflicts that engage the brand look like 68 48 Guerrilla warfare and terrorism excellent value for money 69
481 The flyrsquos strategy 70 49 Scandal 71 410 Alert launchers 74 411 The social dynamics of conflict 76 412 Skepticism and modernity 77 413 Conspiracy theorizing 78 414 The scapegoat 79 415 The mystery of herd behaviors 83 416 Rumors 84 417 The crowd 85 418 Lynching 87 419 Trust the first victim of conflict 88
Chapter 5 The Techniques of Conflict 95 51 Old methods ldquobotoxedrdquo for the digital age 95
511 The trap hoax 95 512 Denigration 100 513 Petitions 101 514 Boycott and buycott 102
52 New digital techniques 105 521 Astroturfing 105 522 Persona management 110
viii New Technologies and Branding
523 Google bombing 110 524 Trolling 111 525 Denial of service attacks 114
53 Databases as a tool for scandal-mongering 115
Chapter 6 Preparing for Conflict 117 61 Building a strong brand 117
611 Brand ladder 120 612 Identity prism 120 613 The pyramid of qualities 120
62 The narrative scheme 121 63 Stabilizing opinions 125 64 The art of the reply 127
641 Managing conflict from the start 129 642 Knowing the forces in play the absolute obligation 129 643 Organize yourself 130 644 You have a point of view Say it loud and clear 131 645 Train your teams 131 646 Take charge on social networks 132
Chapter 7 Acting in Conflict 135 71 Five possible reactions to attack 135
711 The silent expectation 136 712 Indifference 136 713 Negotiation 136 714 Commitment 137 715 Capitulation 137
72 Can we refuse to acknowledge that we are wrong 137 73 Apologizing costs less than it pays 139 74 Apologies and low points 141 75 The Streisand effect 142 76 Are you going there Keep zen and in control 143 77 Keep a conflict journal 145 78 Orchestrate engagement techniques 147
781 Public debate 147 782 One-upmanship ndash the fatal embrace 148 783 Exhaustion 149 784 Make jokes not war 149
79 Tell a story that is stronger and more appealing than the attacker 152 710 Tweak and revise your actantial model 153
Contents ix
711 Imagine the actantial model of the attacker 154 712 Adopt your assertiveness even by forcing yourself a little 155 713 Conflict is a theater of improvisation 157 714 Prepare to be spontaneous 158 715 Attention to detail 160 716 Seven tips and tricks to improvise without fear 162 717 The semiotic square judo instead of boxing 163 718 Moving conflict onto new terrain 165 719 The merchants of doubt 168
Conclusion 171
Epilogue 177
Appendix 179
Bibliography 183
Index 185
Index of Brands 187
Prologue
The door had just slammed shut the noise still resonating all across the floor In the seven years that Veacuteronique had been the general manager of VheTech she had never felt such a violent burst of anger Her serenity her unassailable composure and her incredible ability to take a step back from things won her admiration and her employees saw this as a major reason for the companyrsquos success
Veacuteronique was furious ldquoFrom a success to a fraudrdquo read the title of the long article dedicated to VheTech in a widely circulated magazine Two weeks earlier she had agreed to speak with a journalist who was very interested in the sector especially the recent incredible innovations happening at VheTech
But this article showed a perplexing bias It was an outrageous scandal The day after it came out the content of the article was then picked up by many other media outlets How did things get to this point There is no way that woman could be a journalist Journalists do not do things like this Who then was behind the poisoned pen that wrote this piece Who ordered this stream of lies A competitor It was a carefully set trap It could not have been anything else
That afternoon an emergency meeting was called with her closest staff They urgently needed to react Her communications director suggested an immediate response on social networks There the controversy was blowing up at a rapid pace
The tweets repeating the details of the report multiplied They were becoming a real tidal wave And every time or almost every time they set off a discussion And ultimately discussion was not a big enough word
xii New Technologies and Branding
Rather it was a loaded process where words like ldquocrookrdquo and ldquoimpostorrdquo were thrown around along with other insults
ldquoWe canrsquot let our reputation go up in smoke we need to respondrdquo
ldquoOf course but howrdquo
ldquoOur most aggressive detractors are mainly on Twitter they even started a hashtagrdquo
ldquoWersquoll create a Twitter account and respond to everythingrdquo
ldquoWe know themrdquo
ldquoWe donrsquot care Thatrsquos not really the problemrdquo
Two weeks later the results were in But they were nothing like what was expected
The 30 or so tweets published by the firm were the subject of many retweets mocking them and the page was bombarded with derogatory and even frankly insulting comments The top ten puns also went around on a few news sites Veacuteronique was beset by a profound sense of failure How could she get out of this situation
ldquoIrsquoll write to all our clients and Irsquoll do a press conference Itrsquos a standard response but at least we will be stepping up to the plate with tools that we know by heartrdquo
The letter was sent The writing was superb crisply argued and with a heartfelt conclusion that called for renewed confidence the same confidence that had always allowed for strong and lasting relations between VheTech and all of its clients and partners
Now she just needed to focus on the press conference
A new and more elaborate argument preparation for questions and answers live training etc This press conference had to show impeccable professionalism in order to put a definitive end to this conflict that was beginning to plague the company from within People spoke very little got
Prologue xiii
upset for no reason and fled from the informal conversations that were once part of the envied atmosphere of the company
The companyrsquos results began to fall at the same rate as motivation They made what had already been a bad situation almost unbearable A real pain for her co-workers Everyone was on edge They all wondered where and when they would be hit by the next attack
After a week of intense preparation Veacuteronique was ready for her press conference The journalists had responded overwhelmingly to the invitation all too happy to snap up a few more juicy details of what was beginning to become an ldquoaffairrdquo
Veacuteroniquersquos presentation went perfectly The preparation paid off her speech went off without a hitch The journalists paid scrupulous attention Then came the time for her to take questions Veacuteronique could finally breathe easy she had proved she was up to the task and had been able to make her arguments calmly but firmly
Then came the questions The questions were pointed and challenging And that was fine Feeling at ease Veacuteronique gave the floor to a number of different speakers One last question before leaving The young man asking did not seem at all deviant But what he asked was not a question it was a trap No not a trap just a question that had not been answered yet Or rather an answer that was not great What did it mean for him this story of values and actions Response was needed ndash and right away
Veacuteronique felt a wave of dizziness come over her A few seconds passed Veacuteronique was looking for an answer that was both a dignified way out and also worded simply with appropriate arguments These few seconds lasted an eternity Veacuteronique was flummoxed flabbergasted When she finally answered it was with awkwardness It was not her that was not what she meant That was not what she should have said In one second she realized that all the work that had been done during the press conference had just been wiped out The reporters went out quietly Veacuteronique remained motionless at the desk rattled
She did not have to be a fortune teller to know that her little swerve was going to make headlines in all the newspapers As it turned out the go-getting general manager of VheTech did not really know anything about
xiv New Technologies and Branding
VheTech Or rather she preferred not to speak about this one particular aspect of VheTech which she preferred to keep hidden away She had effectively gone from a success to a fraud
The months that followed were particularly painful for the company Its image had been deeply scarred and everything the company said or did was scrutinized by journalists with unrelenting suspicion The pressure on employees was very strong and there was a widespread sense of shame that had crept into the teams as if it were difficult to work for such frauds
A wave of resignations continued to further slow down the activity All the sectors of the company were affected and there was no indication that the conflict could have any outcome other than the complete destruction of everything Veacuteronique had tried to build over the last few years
None of the clients bothered to respond to Veacuteroniquersquos beautiful letter
Introduction
Are you tasked with the heavy burden of keeping the beautiful and delicate machinery of a brand in motion This book could be very useful to you because today no brand is immune from an attack of ldquoantirdquo anti-successful brand anti-your profession anti-the way you do things anti-your beliefs or anti-your way of changing the rules of the game All of these detractors existed in the past but their voices were only heard if they had the means to gain access to the media (journalists or advertising space sellers) Today destroying a brand is almost free the Internet has become a finely tuned machine for people to speak ill of their neighbors to the world at large and without any cost
Allow us to provide you with three tips before you begin to dig into this book
ndash build yourself a strong brand right off the bat and if possible during a time of peace
ndash learn about conflict and practice confronting it before it hits
ndash do not become paranoid
Our experience working alongside brands suffering from conflict has taught us to detect and be wary of representations even those we have just used Indeed the disease these brands suffer from is representation However it is difficult to do without representations Conflict is highly complex A metaphor is a very convenient shortcut But like all shortcuts and approximations it only portrays part of the reality However resolving
xvi New Technologies and Branding
only part of the conflict is not really resolving it at all and instead allows it to be amplified in the places where nobody is looking
Though metaphors and mental representations of conflict can be misleading they are necessary So what can we do Simply learn how to spot them so as not to be a victim and correctly associate them at a later time
The essential skill for being able to deal with conflict is the ability to multiply the points of view on and interpretations of the conflict This skill is crucial in order to avoid falling under the spell of experts (whether genuine or self-proclaimed)
Experts swarm but all of them (and this goes for all specialists) give only one aspect of reality the one that has to do with their expertise An expert on digital monitoring will tell you that online reputation is the key indicator An expert in bad buzz will emphasize the need to set up real-time alerts A crisis expert will suggest you prepare more and more for managing the crisis A theatrical improvisation expert will explain how to take the stage and improvise a solution with your employees
All of them are right but only within their own fields
These specialists complement one another and optimal management of the conflict comes through an ability to detect all dimensions and interconnect them
Conflict is complex branching out through time and space In order to control conflict we must know ourselves know all the stakeholders and know the nature of the conflicts and the way in which they behave The first moment of conflict control primarily involves knowledge But this is only the first moment It must be connected with reflexes
This book has been designed and written with the objective of providing you with the necessary key factors to know and analyze situations of conflict that may involve your brand and act accordingly
Throughout the book we strive to show you the effectiveness of a broader vision of conflict because the most formidable weapon for combating conflict is remaining focused on the crisis and its climax and it is essential to act upstream as well as downstream
Introduction xvii
These keys can be summed up in a few major skills that structure our book
ndash accept conflict and seize it as an opportunity
ndash master rhetoric and the publicrsquos imagination
ndash know the social springs that fuel conflict the effects of crowds and persecution
ndash know how to react and understand the tools of conflict management
From improvisational theater to foundational myths from the Vietnam War to the trade war we offer an original ndash and hopefully useful ndash analysis that will definitively change your perception of conflict
1
What is a Brand
11 The brand a concept built from relationships
A brand is a construct invented by a company or an organization to establish a strong and productive relationship with the individuals who will allow it to grow
We are aware that this definition given here is hardly the first definition of a Brand but it is useful in that it highlights the essential purpose of Brands which is to create and maintain a social contract based on a relationship with individuals
Another virtue of this definition is that it leads us to a discussion on whether it is necessary to create Brands as complicated as they currently are
Not so long ago we were content with the fact that companies design manufacture and sell good products in the right places at the right prices and that organizations (parties unions federations associations) should correctly structure their ideas and implement the actions for which they were created
Today we demand that Brands behave as a kind of superhuman entity equipped with a lavish personality cultivating a look and a style that distinguishes them speaking with a unique voice setting themselves apart with coherent constant and if possible admirable behaviors pursuing a great mission nourishing a vision of the world ambitions and convictions grounded in clear and superb values emphasizing their good qualities with owning up to their faults and maintaining friends and enemies
New Technologies and Branding First Edition Philippe Sachetti and Thibaud Zuppinger copy ISTE Ltd 2018 Published by ISTE Ltd and John Wiley amp Sons Inc
2 New Technologies and Branding
This change that has taken place over the last 30 years is staggering to say the least Brands have become focal points of society and their survival depends on the judgment of the people who consume their products regardless of the form this consumption takes
There are a number of reasons why this staggering form of tyranny is inflicted on them
ndash the level of competition that only continues to grow and at the same time the power held by the consumer that brands compulsively seek to place at the center of everything (where was this power before) are the simplest reasons and perhaps the most simplistic
ndash the pandemic of defiance and distrust that has spread to all aspects of social life is another more complex reason and a more worrying one as well We will make sure to return to this point in our analysis
ndash the abandonment of the major authorities is an argument which although it is frequently challenged as being conservative and perhaps a bit reactionary is nonetheless difficult to question
The philosopher Chantal Delsol describes this phenomenon well we the active members of this society have been trying for 50 years and particularly during the social upheavals of the late 1960s (such as the revolution of 1968 in France) to progressively stifle our main authority figures parents teachers bosses the army churches political parties trade unions etc In getting rid of them we have also lost the moral commitments that come along with them that have allowed us to make sense of life But giving meaning to life requires finding something that we value more than our own selves as individuals
One example from politics can help us to understand at one time communism was spreading aggressively People could be for it or against it but they were practically required to at least have an opinion take sides or even fight As the philosophers observed this fighting spirit disappeared when communism disappeared
Individuals when they are no longer experiencing suppression find themselves like boxers without an opponent in the middle of the ring And a boxer alone is ridiculous no longer able to put on a show he is worthless and his audience flees in dismay (or ldquodisenchantmentrdquo to use the current lexicon) His presence in the ring no longer makes sense to him
viii New Technologies and Branding
523 Google bombing 110 524 Trolling 111 525 Denial of service attacks 114
53 Databases as a tool for scandal-mongering 115
Chapter 6 Preparing for Conflict 117 61 Building a strong brand 117
611 Brand ladder 120 612 Identity prism 120 613 The pyramid of qualities 120
62 The narrative scheme 121 63 Stabilizing opinions 125 64 The art of the reply 127
641 Managing conflict from the start 129 642 Knowing the forces in play the absolute obligation 129 643 Organize yourself 130 644 You have a point of view Say it loud and clear 131 645 Train your teams 131 646 Take charge on social networks 132
Chapter 7 Acting in Conflict 135 71 Five possible reactions to attack 135
711 The silent expectation 136 712 Indifference 136 713 Negotiation 136 714 Commitment 137 715 Capitulation 137
72 Can we refuse to acknowledge that we are wrong 137 73 Apologizing costs less than it pays 139 74 Apologies and low points 141 75 The Streisand effect 142 76 Are you going there Keep zen and in control 143 77 Keep a conflict journal 145 78 Orchestrate engagement techniques 147
781 Public debate 147 782 One-upmanship ndash the fatal embrace 148 783 Exhaustion 149 784 Make jokes not war 149
79 Tell a story that is stronger and more appealing than the attacker 152 710 Tweak and revise your actantial model 153
Contents ix
711 Imagine the actantial model of the attacker 154 712 Adopt your assertiveness even by forcing yourself a little 155 713 Conflict is a theater of improvisation 157 714 Prepare to be spontaneous 158 715 Attention to detail 160 716 Seven tips and tricks to improvise without fear 162 717 The semiotic square judo instead of boxing 163 718 Moving conflict onto new terrain 165 719 The merchants of doubt 168
Conclusion 171
Epilogue 177
Appendix 179
Bibliography 183
Index 185
Index of Brands 187
Prologue
The door had just slammed shut the noise still resonating all across the floor In the seven years that Veacuteronique had been the general manager of VheTech she had never felt such a violent burst of anger Her serenity her unassailable composure and her incredible ability to take a step back from things won her admiration and her employees saw this as a major reason for the companyrsquos success
Veacuteronique was furious ldquoFrom a success to a fraudrdquo read the title of the long article dedicated to VheTech in a widely circulated magazine Two weeks earlier she had agreed to speak with a journalist who was very interested in the sector especially the recent incredible innovations happening at VheTech
But this article showed a perplexing bias It was an outrageous scandal The day after it came out the content of the article was then picked up by many other media outlets How did things get to this point There is no way that woman could be a journalist Journalists do not do things like this Who then was behind the poisoned pen that wrote this piece Who ordered this stream of lies A competitor It was a carefully set trap It could not have been anything else
That afternoon an emergency meeting was called with her closest staff They urgently needed to react Her communications director suggested an immediate response on social networks There the controversy was blowing up at a rapid pace
The tweets repeating the details of the report multiplied They were becoming a real tidal wave And every time or almost every time they set off a discussion And ultimately discussion was not a big enough word
xii New Technologies and Branding
Rather it was a loaded process where words like ldquocrookrdquo and ldquoimpostorrdquo were thrown around along with other insults
ldquoWe canrsquot let our reputation go up in smoke we need to respondrdquo
ldquoOf course but howrdquo
ldquoOur most aggressive detractors are mainly on Twitter they even started a hashtagrdquo
ldquoWersquoll create a Twitter account and respond to everythingrdquo
ldquoWe know themrdquo
ldquoWe donrsquot care Thatrsquos not really the problemrdquo
Two weeks later the results were in But they were nothing like what was expected
The 30 or so tweets published by the firm were the subject of many retweets mocking them and the page was bombarded with derogatory and even frankly insulting comments The top ten puns also went around on a few news sites Veacuteronique was beset by a profound sense of failure How could she get out of this situation
ldquoIrsquoll write to all our clients and Irsquoll do a press conference Itrsquos a standard response but at least we will be stepping up to the plate with tools that we know by heartrdquo
The letter was sent The writing was superb crisply argued and with a heartfelt conclusion that called for renewed confidence the same confidence that had always allowed for strong and lasting relations between VheTech and all of its clients and partners
Now she just needed to focus on the press conference
A new and more elaborate argument preparation for questions and answers live training etc This press conference had to show impeccable professionalism in order to put a definitive end to this conflict that was beginning to plague the company from within People spoke very little got
Prologue xiii
upset for no reason and fled from the informal conversations that were once part of the envied atmosphere of the company
The companyrsquos results began to fall at the same rate as motivation They made what had already been a bad situation almost unbearable A real pain for her co-workers Everyone was on edge They all wondered where and when they would be hit by the next attack
After a week of intense preparation Veacuteronique was ready for her press conference The journalists had responded overwhelmingly to the invitation all too happy to snap up a few more juicy details of what was beginning to become an ldquoaffairrdquo
Veacuteroniquersquos presentation went perfectly The preparation paid off her speech went off without a hitch The journalists paid scrupulous attention Then came the time for her to take questions Veacuteronique could finally breathe easy she had proved she was up to the task and had been able to make her arguments calmly but firmly
Then came the questions The questions were pointed and challenging And that was fine Feeling at ease Veacuteronique gave the floor to a number of different speakers One last question before leaving The young man asking did not seem at all deviant But what he asked was not a question it was a trap No not a trap just a question that had not been answered yet Or rather an answer that was not great What did it mean for him this story of values and actions Response was needed ndash and right away
Veacuteronique felt a wave of dizziness come over her A few seconds passed Veacuteronique was looking for an answer that was both a dignified way out and also worded simply with appropriate arguments These few seconds lasted an eternity Veacuteronique was flummoxed flabbergasted When she finally answered it was with awkwardness It was not her that was not what she meant That was not what she should have said In one second she realized that all the work that had been done during the press conference had just been wiped out The reporters went out quietly Veacuteronique remained motionless at the desk rattled
She did not have to be a fortune teller to know that her little swerve was going to make headlines in all the newspapers As it turned out the go-getting general manager of VheTech did not really know anything about
xiv New Technologies and Branding
VheTech Or rather she preferred not to speak about this one particular aspect of VheTech which she preferred to keep hidden away She had effectively gone from a success to a fraud
The months that followed were particularly painful for the company Its image had been deeply scarred and everything the company said or did was scrutinized by journalists with unrelenting suspicion The pressure on employees was very strong and there was a widespread sense of shame that had crept into the teams as if it were difficult to work for such frauds
A wave of resignations continued to further slow down the activity All the sectors of the company were affected and there was no indication that the conflict could have any outcome other than the complete destruction of everything Veacuteronique had tried to build over the last few years
None of the clients bothered to respond to Veacuteroniquersquos beautiful letter
Introduction
Are you tasked with the heavy burden of keeping the beautiful and delicate machinery of a brand in motion This book could be very useful to you because today no brand is immune from an attack of ldquoantirdquo anti-successful brand anti-your profession anti-the way you do things anti-your beliefs or anti-your way of changing the rules of the game All of these detractors existed in the past but their voices were only heard if they had the means to gain access to the media (journalists or advertising space sellers) Today destroying a brand is almost free the Internet has become a finely tuned machine for people to speak ill of their neighbors to the world at large and without any cost
Allow us to provide you with three tips before you begin to dig into this book
ndash build yourself a strong brand right off the bat and if possible during a time of peace
ndash learn about conflict and practice confronting it before it hits
ndash do not become paranoid
Our experience working alongside brands suffering from conflict has taught us to detect and be wary of representations even those we have just used Indeed the disease these brands suffer from is representation However it is difficult to do without representations Conflict is highly complex A metaphor is a very convenient shortcut But like all shortcuts and approximations it only portrays part of the reality However resolving
xvi New Technologies and Branding
only part of the conflict is not really resolving it at all and instead allows it to be amplified in the places where nobody is looking
Though metaphors and mental representations of conflict can be misleading they are necessary So what can we do Simply learn how to spot them so as not to be a victim and correctly associate them at a later time
The essential skill for being able to deal with conflict is the ability to multiply the points of view on and interpretations of the conflict This skill is crucial in order to avoid falling under the spell of experts (whether genuine or self-proclaimed)
Experts swarm but all of them (and this goes for all specialists) give only one aspect of reality the one that has to do with their expertise An expert on digital monitoring will tell you that online reputation is the key indicator An expert in bad buzz will emphasize the need to set up real-time alerts A crisis expert will suggest you prepare more and more for managing the crisis A theatrical improvisation expert will explain how to take the stage and improvise a solution with your employees
All of them are right but only within their own fields
These specialists complement one another and optimal management of the conflict comes through an ability to detect all dimensions and interconnect them
Conflict is complex branching out through time and space In order to control conflict we must know ourselves know all the stakeholders and know the nature of the conflicts and the way in which they behave The first moment of conflict control primarily involves knowledge But this is only the first moment It must be connected with reflexes
This book has been designed and written with the objective of providing you with the necessary key factors to know and analyze situations of conflict that may involve your brand and act accordingly
Throughout the book we strive to show you the effectiveness of a broader vision of conflict because the most formidable weapon for combating conflict is remaining focused on the crisis and its climax and it is essential to act upstream as well as downstream
Introduction xvii
These keys can be summed up in a few major skills that structure our book
ndash accept conflict and seize it as an opportunity
ndash master rhetoric and the publicrsquos imagination
ndash know the social springs that fuel conflict the effects of crowds and persecution
ndash know how to react and understand the tools of conflict management
From improvisational theater to foundational myths from the Vietnam War to the trade war we offer an original ndash and hopefully useful ndash analysis that will definitively change your perception of conflict
1
What is a Brand
11 The brand a concept built from relationships
A brand is a construct invented by a company or an organization to establish a strong and productive relationship with the individuals who will allow it to grow
We are aware that this definition given here is hardly the first definition of a Brand but it is useful in that it highlights the essential purpose of Brands which is to create and maintain a social contract based on a relationship with individuals
Another virtue of this definition is that it leads us to a discussion on whether it is necessary to create Brands as complicated as they currently are
Not so long ago we were content with the fact that companies design manufacture and sell good products in the right places at the right prices and that organizations (parties unions federations associations) should correctly structure their ideas and implement the actions for which they were created
Today we demand that Brands behave as a kind of superhuman entity equipped with a lavish personality cultivating a look and a style that distinguishes them speaking with a unique voice setting themselves apart with coherent constant and if possible admirable behaviors pursuing a great mission nourishing a vision of the world ambitions and convictions grounded in clear and superb values emphasizing their good qualities with owning up to their faults and maintaining friends and enemies
New Technologies and Branding First Edition Philippe Sachetti and Thibaud Zuppinger copy ISTE Ltd 2018 Published by ISTE Ltd and John Wiley amp Sons Inc
2 New Technologies and Branding
This change that has taken place over the last 30 years is staggering to say the least Brands have become focal points of society and their survival depends on the judgment of the people who consume their products regardless of the form this consumption takes
There are a number of reasons why this staggering form of tyranny is inflicted on them
ndash the level of competition that only continues to grow and at the same time the power held by the consumer that brands compulsively seek to place at the center of everything (where was this power before) are the simplest reasons and perhaps the most simplistic
ndash the pandemic of defiance and distrust that has spread to all aspects of social life is another more complex reason and a more worrying one as well We will make sure to return to this point in our analysis
ndash the abandonment of the major authorities is an argument which although it is frequently challenged as being conservative and perhaps a bit reactionary is nonetheless difficult to question
The philosopher Chantal Delsol describes this phenomenon well we the active members of this society have been trying for 50 years and particularly during the social upheavals of the late 1960s (such as the revolution of 1968 in France) to progressively stifle our main authority figures parents teachers bosses the army churches political parties trade unions etc In getting rid of them we have also lost the moral commitments that come along with them that have allowed us to make sense of life But giving meaning to life requires finding something that we value more than our own selves as individuals
One example from politics can help us to understand at one time communism was spreading aggressively People could be for it or against it but they were practically required to at least have an opinion take sides or even fight As the philosophers observed this fighting spirit disappeared when communism disappeared
Individuals when they are no longer experiencing suppression find themselves like boxers without an opponent in the middle of the ring And a boxer alone is ridiculous no longer able to put on a show he is worthless and his audience flees in dismay (or ldquodisenchantmentrdquo to use the current lexicon) His presence in the ring no longer makes sense to him
Contents ix
711 Imagine the actantial model of the attacker 154 712 Adopt your assertiveness even by forcing yourself a little 155 713 Conflict is a theater of improvisation 157 714 Prepare to be spontaneous 158 715 Attention to detail 160 716 Seven tips and tricks to improvise without fear 162 717 The semiotic square judo instead of boxing 163 718 Moving conflict onto new terrain 165 719 The merchants of doubt 168
Conclusion 171
Epilogue 177
Appendix 179
Bibliography 183
Index 185
Index of Brands 187
Prologue
The door had just slammed shut the noise still resonating all across the floor In the seven years that Veacuteronique had been the general manager of VheTech she had never felt such a violent burst of anger Her serenity her unassailable composure and her incredible ability to take a step back from things won her admiration and her employees saw this as a major reason for the companyrsquos success
Veacuteronique was furious ldquoFrom a success to a fraudrdquo read the title of the long article dedicated to VheTech in a widely circulated magazine Two weeks earlier she had agreed to speak with a journalist who was very interested in the sector especially the recent incredible innovations happening at VheTech
But this article showed a perplexing bias It was an outrageous scandal The day after it came out the content of the article was then picked up by many other media outlets How did things get to this point There is no way that woman could be a journalist Journalists do not do things like this Who then was behind the poisoned pen that wrote this piece Who ordered this stream of lies A competitor It was a carefully set trap It could not have been anything else
That afternoon an emergency meeting was called with her closest staff They urgently needed to react Her communications director suggested an immediate response on social networks There the controversy was blowing up at a rapid pace
The tweets repeating the details of the report multiplied They were becoming a real tidal wave And every time or almost every time they set off a discussion And ultimately discussion was not a big enough word
xii New Technologies and Branding
Rather it was a loaded process where words like ldquocrookrdquo and ldquoimpostorrdquo were thrown around along with other insults
ldquoWe canrsquot let our reputation go up in smoke we need to respondrdquo
ldquoOf course but howrdquo
ldquoOur most aggressive detractors are mainly on Twitter they even started a hashtagrdquo
ldquoWersquoll create a Twitter account and respond to everythingrdquo
ldquoWe know themrdquo
ldquoWe donrsquot care Thatrsquos not really the problemrdquo
Two weeks later the results were in But they were nothing like what was expected
The 30 or so tweets published by the firm were the subject of many retweets mocking them and the page was bombarded with derogatory and even frankly insulting comments The top ten puns also went around on a few news sites Veacuteronique was beset by a profound sense of failure How could she get out of this situation
ldquoIrsquoll write to all our clients and Irsquoll do a press conference Itrsquos a standard response but at least we will be stepping up to the plate with tools that we know by heartrdquo
The letter was sent The writing was superb crisply argued and with a heartfelt conclusion that called for renewed confidence the same confidence that had always allowed for strong and lasting relations between VheTech and all of its clients and partners
Now she just needed to focus on the press conference
A new and more elaborate argument preparation for questions and answers live training etc This press conference had to show impeccable professionalism in order to put a definitive end to this conflict that was beginning to plague the company from within People spoke very little got
Prologue xiii
upset for no reason and fled from the informal conversations that were once part of the envied atmosphere of the company
The companyrsquos results began to fall at the same rate as motivation They made what had already been a bad situation almost unbearable A real pain for her co-workers Everyone was on edge They all wondered where and when they would be hit by the next attack
After a week of intense preparation Veacuteronique was ready for her press conference The journalists had responded overwhelmingly to the invitation all too happy to snap up a few more juicy details of what was beginning to become an ldquoaffairrdquo
Veacuteroniquersquos presentation went perfectly The preparation paid off her speech went off without a hitch The journalists paid scrupulous attention Then came the time for her to take questions Veacuteronique could finally breathe easy she had proved she was up to the task and had been able to make her arguments calmly but firmly
Then came the questions The questions were pointed and challenging And that was fine Feeling at ease Veacuteronique gave the floor to a number of different speakers One last question before leaving The young man asking did not seem at all deviant But what he asked was not a question it was a trap No not a trap just a question that had not been answered yet Or rather an answer that was not great What did it mean for him this story of values and actions Response was needed ndash and right away
Veacuteronique felt a wave of dizziness come over her A few seconds passed Veacuteronique was looking for an answer that was both a dignified way out and also worded simply with appropriate arguments These few seconds lasted an eternity Veacuteronique was flummoxed flabbergasted When she finally answered it was with awkwardness It was not her that was not what she meant That was not what she should have said In one second she realized that all the work that had been done during the press conference had just been wiped out The reporters went out quietly Veacuteronique remained motionless at the desk rattled
She did not have to be a fortune teller to know that her little swerve was going to make headlines in all the newspapers As it turned out the go-getting general manager of VheTech did not really know anything about
xiv New Technologies and Branding
VheTech Or rather she preferred not to speak about this one particular aspect of VheTech which she preferred to keep hidden away She had effectively gone from a success to a fraud
The months that followed were particularly painful for the company Its image had been deeply scarred and everything the company said or did was scrutinized by journalists with unrelenting suspicion The pressure on employees was very strong and there was a widespread sense of shame that had crept into the teams as if it were difficult to work for such frauds
A wave of resignations continued to further slow down the activity All the sectors of the company were affected and there was no indication that the conflict could have any outcome other than the complete destruction of everything Veacuteronique had tried to build over the last few years
None of the clients bothered to respond to Veacuteroniquersquos beautiful letter
Introduction
Are you tasked with the heavy burden of keeping the beautiful and delicate machinery of a brand in motion This book could be very useful to you because today no brand is immune from an attack of ldquoantirdquo anti-successful brand anti-your profession anti-the way you do things anti-your beliefs or anti-your way of changing the rules of the game All of these detractors existed in the past but their voices were only heard if they had the means to gain access to the media (journalists or advertising space sellers) Today destroying a brand is almost free the Internet has become a finely tuned machine for people to speak ill of their neighbors to the world at large and without any cost
Allow us to provide you with three tips before you begin to dig into this book
ndash build yourself a strong brand right off the bat and if possible during a time of peace
ndash learn about conflict and practice confronting it before it hits
ndash do not become paranoid
Our experience working alongside brands suffering from conflict has taught us to detect and be wary of representations even those we have just used Indeed the disease these brands suffer from is representation However it is difficult to do without representations Conflict is highly complex A metaphor is a very convenient shortcut But like all shortcuts and approximations it only portrays part of the reality However resolving
xvi New Technologies and Branding
only part of the conflict is not really resolving it at all and instead allows it to be amplified in the places where nobody is looking
Though metaphors and mental representations of conflict can be misleading they are necessary So what can we do Simply learn how to spot them so as not to be a victim and correctly associate them at a later time
The essential skill for being able to deal with conflict is the ability to multiply the points of view on and interpretations of the conflict This skill is crucial in order to avoid falling under the spell of experts (whether genuine or self-proclaimed)
Experts swarm but all of them (and this goes for all specialists) give only one aspect of reality the one that has to do with their expertise An expert on digital monitoring will tell you that online reputation is the key indicator An expert in bad buzz will emphasize the need to set up real-time alerts A crisis expert will suggest you prepare more and more for managing the crisis A theatrical improvisation expert will explain how to take the stage and improvise a solution with your employees
All of them are right but only within their own fields
These specialists complement one another and optimal management of the conflict comes through an ability to detect all dimensions and interconnect them
Conflict is complex branching out through time and space In order to control conflict we must know ourselves know all the stakeholders and know the nature of the conflicts and the way in which they behave The first moment of conflict control primarily involves knowledge But this is only the first moment It must be connected with reflexes
This book has been designed and written with the objective of providing you with the necessary key factors to know and analyze situations of conflict that may involve your brand and act accordingly
Throughout the book we strive to show you the effectiveness of a broader vision of conflict because the most formidable weapon for combating conflict is remaining focused on the crisis and its climax and it is essential to act upstream as well as downstream
Introduction xvii
These keys can be summed up in a few major skills that structure our book
ndash accept conflict and seize it as an opportunity
ndash master rhetoric and the publicrsquos imagination
ndash know the social springs that fuel conflict the effects of crowds and persecution
ndash know how to react and understand the tools of conflict management
From improvisational theater to foundational myths from the Vietnam War to the trade war we offer an original ndash and hopefully useful ndash analysis that will definitively change your perception of conflict
1
What is a Brand
11 The brand a concept built from relationships
A brand is a construct invented by a company or an organization to establish a strong and productive relationship with the individuals who will allow it to grow
We are aware that this definition given here is hardly the first definition of a Brand but it is useful in that it highlights the essential purpose of Brands which is to create and maintain a social contract based on a relationship with individuals
Another virtue of this definition is that it leads us to a discussion on whether it is necessary to create Brands as complicated as they currently are
Not so long ago we were content with the fact that companies design manufacture and sell good products in the right places at the right prices and that organizations (parties unions federations associations) should correctly structure their ideas and implement the actions for which they were created
Today we demand that Brands behave as a kind of superhuman entity equipped with a lavish personality cultivating a look and a style that distinguishes them speaking with a unique voice setting themselves apart with coherent constant and if possible admirable behaviors pursuing a great mission nourishing a vision of the world ambitions and convictions grounded in clear and superb values emphasizing their good qualities with owning up to their faults and maintaining friends and enemies
New Technologies and Branding First Edition Philippe Sachetti and Thibaud Zuppinger copy ISTE Ltd 2018 Published by ISTE Ltd and John Wiley amp Sons Inc
2 New Technologies and Branding
This change that has taken place over the last 30 years is staggering to say the least Brands have become focal points of society and their survival depends on the judgment of the people who consume their products regardless of the form this consumption takes
There are a number of reasons why this staggering form of tyranny is inflicted on them
ndash the level of competition that only continues to grow and at the same time the power held by the consumer that brands compulsively seek to place at the center of everything (where was this power before) are the simplest reasons and perhaps the most simplistic
ndash the pandemic of defiance and distrust that has spread to all aspects of social life is another more complex reason and a more worrying one as well We will make sure to return to this point in our analysis
ndash the abandonment of the major authorities is an argument which although it is frequently challenged as being conservative and perhaps a bit reactionary is nonetheless difficult to question
The philosopher Chantal Delsol describes this phenomenon well we the active members of this society have been trying for 50 years and particularly during the social upheavals of the late 1960s (such as the revolution of 1968 in France) to progressively stifle our main authority figures parents teachers bosses the army churches political parties trade unions etc In getting rid of them we have also lost the moral commitments that come along with them that have allowed us to make sense of life But giving meaning to life requires finding something that we value more than our own selves as individuals
One example from politics can help us to understand at one time communism was spreading aggressively People could be for it or against it but they were practically required to at least have an opinion take sides or even fight As the philosophers observed this fighting spirit disappeared when communism disappeared
Individuals when they are no longer experiencing suppression find themselves like boxers without an opponent in the middle of the ring And a boxer alone is ridiculous no longer able to put on a show he is worthless and his audience flees in dismay (or ldquodisenchantmentrdquo to use the current lexicon) His presence in the ring no longer makes sense to him
Prologue
The door had just slammed shut the noise still resonating all across the floor In the seven years that Veacuteronique had been the general manager of VheTech she had never felt such a violent burst of anger Her serenity her unassailable composure and her incredible ability to take a step back from things won her admiration and her employees saw this as a major reason for the companyrsquos success
Veacuteronique was furious ldquoFrom a success to a fraudrdquo read the title of the long article dedicated to VheTech in a widely circulated magazine Two weeks earlier she had agreed to speak with a journalist who was very interested in the sector especially the recent incredible innovations happening at VheTech
But this article showed a perplexing bias It was an outrageous scandal The day after it came out the content of the article was then picked up by many other media outlets How did things get to this point There is no way that woman could be a journalist Journalists do not do things like this Who then was behind the poisoned pen that wrote this piece Who ordered this stream of lies A competitor It was a carefully set trap It could not have been anything else
That afternoon an emergency meeting was called with her closest staff They urgently needed to react Her communications director suggested an immediate response on social networks There the controversy was blowing up at a rapid pace
The tweets repeating the details of the report multiplied They were becoming a real tidal wave And every time or almost every time they set off a discussion And ultimately discussion was not a big enough word
xii New Technologies and Branding
Rather it was a loaded process where words like ldquocrookrdquo and ldquoimpostorrdquo were thrown around along with other insults
ldquoWe canrsquot let our reputation go up in smoke we need to respondrdquo
ldquoOf course but howrdquo
ldquoOur most aggressive detractors are mainly on Twitter they even started a hashtagrdquo
ldquoWersquoll create a Twitter account and respond to everythingrdquo
ldquoWe know themrdquo
ldquoWe donrsquot care Thatrsquos not really the problemrdquo
Two weeks later the results were in But they were nothing like what was expected
The 30 or so tweets published by the firm were the subject of many retweets mocking them and the page was bombarded with derogatory and even frankly insulting comments The top ten puns also went around on a few news sites Veacuteronique was beset by a profound sense of failure How could she get out of this situation
ldquoIrsquoll write to all our clients and Irsquoll do a press conference Itrsquos a standard response but at least we will be stepping up to the plate with tools that we know by heartrdquo
The letter was sent The writing was superb crisply argued and with a heartfelt conclusion that called for renewed confidence the same confidence that had always allowed for strong and lasting relations between VheTech and all of its clients and partners
Now she just needed to focus on the press conference
A new and more elaborate argument preparation for questions and answers live training etc This press conference had to show impeccable professionalism in order to put a definitive end to this conflict that was beginning to plague the company from within People spoke very little got
Prologue xiii
upset for no reason and fled from the informal conversations that were once part of the envied atmosphere of the company
The companyrsquos results began to fall at the same rate as motivation They made what had already been a bad situation almost unbearable A real pain for her co-workers Everyone was on edge They all wondered where and when they would be hit by the next attack
After a week of intense preparation Veacuteronique was ready for her press conference The journalists had responded overwhelmingly to the invitation all too happy to snap up a few more juicy details of what was beginning to become an ldquoaffairrdquo
Veacuteroniquersquos presentation went perfectly The preparation paid off her speech went off without a hitch The journalists paid scrupulous attention Then came the time for her to take questions Veacuteronique could finally breathe easy she had proved she was up to the task and had been able to make her arguments calmly but firmly
Then came the questions The questions were pointed and challenging And that was fine Feeling at ease Veacuteronique gave the floor to a number of different speakers One last question before leaving The young man asking did not seem at all deviant But what he asked was not a question it was a trap No not a trap just a question that had not been answered yet Or rather an answer that was not great What did it mean for him this story of values and actions Response was needed ndash and right away
Veacuteronique felt a wave of dizziness come over her A few seconds passed Veacuteronique was looking for an answer that was both a dignified way out and also worded simply with appropriate arguments These few seconds lasted an eternity Veacuteronique was flummoxed flabbergasted When she finally answered it was with awkwardness It was not her that was not what she meant That was not what she should have said In one second she realized that all the work that had been done during the press conference had just been wiped out The reporters went out quietly Veacuteronique remained motionless at the desk rattled
She did not have to be a fortune teller to know that her little swerve was going to make headlines in all the newspapers As it turned out the go-getting general manager of VheTech did not really know anything about
xiv New Technologies and Branding
VheTech Or rather she preferred not to speak about this one particular aspect of VheTech which she preferred to keep hidden away She had effectively gone from a success to a fraud
The months that followed were particularly painful for the company Its image had been deeply scarred and everything the company said or did was scrutinized by journalists with unrelenting suspicion The pressure on employees was very strong and there was a widespread sense of shame that had crept into the teams as if it were difficult to work for such frauds
A wave of resignations continued to further slow down the activity All the sectors of the company were affected and there was no indication that the conflict could have any outcome other than the complete destruction of everything Veacuteronique had tried to build over the last few years
None of the clients bothered to respond to Veacuteroniquersquos beautiful letter
Introduction
Are you tasked with the heavy burden of keeping the beautiful and delicate machinery of a brand in motion This book could be very useful to you because today no brand is immune from an attack of ldquoantirdquo anti-successful brand anti-your profession anti-the way you do things anti-your beliefs or anti-your way of changing the rules of the game All of these detractors existed in the past but their voices were only heard if they had the means to gain access to the media (journalists or advertising space sellers) Today destroying a brand is almost free the Internet has become a finely tuned machine for people to speak ill of their neighbors to the world at large and without any cost
Allow us to provide you with three tips before you begin to dig into this book
ndash build yourself a strong brand right off the bat and if possible during a time of peace
ndash learn about conflict and practice confronting it before it hits
ndash do not become paranoid
Our experience working alongside brands suffering from conflict has taught us to detect and be wary of representations even those we have just used Indeed the disease these brands suffer from is representation However it is difficult to do without representations Conflict is highly complex A metaphor is a very convenient shortcut But like all shortcuts and approximations it only portrays part of the reality However resolving
xvi New Technologies and Branding
only part of the conflict is not really resolving it at all and instead allows it to be amplified in the places where nobody is looking
Though metaphors and mental representations of conflict can be misleading they are necessary So what can we do Simply learn how to spot them so as not to be a victim and correctly associate them at a later time
The essential skill for being able to deal with conflict is the ability to multiply the points of view on and interpretations of the conflict This skill is crucial in order to avoid falling under the spell of experts (whether genuine or self-proclaimed)
Experts swarm but all of them (and this goes for all specialists) give only one aspect of reality the one that has to do with their expertise An expert on digital monitoring will tell you that online reputation is the key indicator An expert in bad buzz will emphasize the need to set up real-time alerts A crisis expert will suggest you prepare more and more for managing the crisis A theatrical improvisation expert will explain how to take the stage and improvise a solution with your employees
All of them are right but only within their own fields
These specialists complement one another and optimal management of the conflict comes through an ability to detect all dimensions and interconnect them
Conflict is complex branching out through time and space In order to control conflict we must know ourselves know all the stakeholders and know the nature of the conflicts and the way in which they behave The first moment of conflict control primarily involves knowledge But this is only the first moment It must be connected with reflexes
This book has been designed and written with the objective of providing you with the necessary key factors to know and analyze situations of conflict that may involve your brand and act accordingly
Throughout the book we strive to show you the effectiveness of a broader vision of conflict because the most formidable weapon for combating conflict is remaining focused on the crisis and its climax and it is essential to act upstream as well as downstream
Introduction xvii
These keys can be summed up in a few major skills that structure our book
ndash accept conflict and seize it as an opportunity
ndash master rhetoric and the publicrsquos imagination
ndash know the social springs that fuel conflict the effects of crowds and persecution
ndash know how to react and understand the tools of conflict management
From improvisational theater to foundational myths from the Vietnam War to the trade war we offer an original ndash and hopefully useful ndash analysis that will definitively change your perception of conflict
1
What is a Brand
11 The brand a concept built from relationships
A brand is a construct invented by a company or an organization to establish a strong and productive relationship with the individuals who will allow it to grow
We are aware that this definition given here is hardly the first definition of a Brand but it is useful in that it highlights the essential purpose of Brands which is to create and maintain a social contract based on a relationship with individuals
Another virtue of this definition is that it leads us to a discussion on whether it is necessary to create Brands as complicated as they currently are
Not so long ago we were content with the fact that companies design manufacture and sell good products in the right places at the right prices and that organizations (parties unions federations associations) should correctly structure their ideas and implement the actions for which they were created
Today we demand that Brands behave as a kind of superhuman entity equipped with a lavish personality cultivating a look and a style that distinguishes them speaking with a unique voice setting themselves apart with coherent constant and if possible admirable behaviors pursuing a great mission nourishing a vision of the world ambitions and convictions grounded in clear and superb values emphasizing their good qualities with owning up to their faults and maintaining friends and enemies
New Technologies and Branding First Edition Philippe Sachetti and Thibaud Zuppinger copy ISTE Ltd 2018 Published by ISTE Ltd and John Wiley amp Sons Inc
2 New Technologies and Branding
This change that has taken place over the last 30 years is staggering to say the least Brands have become focal points of society and their survival depends on the judgment of the people who consume their products regardless of the form this consumption takes
There are a number of reasons why this staggering form of tyranny is inflicted on them
ndash the level of competition that only continues to grow and at the same time the power held by the consumer that brands compulsively seek to place at the center of everything (where was this power before) are the simplest reasons and perhaps the most simplistic
ndash the pandemic of defiance and distrust that has spread to all aspects of social life is another more complex reason and a more worrying one as well We will make sure to return to this point in our analysis
ndash the abandonment of the major authorities is an argument which although it is frequently challenged as being conservative and perhaps a bit reactionary is nonetheless difficult to question
The philosopher Chantal Delsol describes this phenomenon well we the active members of this society have been trying for 50 years and particularly during the social upheavals of the late 1960s (such as the revolution of 1968 in France) to progressively stifle our main authority figures parents teachers bosses the army churches political parties trade unions etc In getting rid of them we have also lost the moral commitments that come along with them that have allowed us to make sense of life But giving meaning to life requires finding something that we value more than our own selves as individuals
One example from politics can help us to understand at one time communism was spreading aggressively People could be for it or against it but they were practically required to at least have an opinion take sides or even fight As the philosophers observed this fighting spirit disappeared when communism disappeared
Individuals when they are no longer experiencing suppression find themselves like boxers without an opponent in the middle of the ring And a boxer alone is ridiculous no longer able to put on a show he is worthless and his audience flees in dismay (or ldquodisenchantmentrdquo to use the current lexicon) His presence in the ring no longer makes sense to him
xii New Technologies and Branding
Rather it was a loaded process where words like ldquocrookrdquo and ldquoimpostorrdquo were thrown around along with other insults
ldquoWe canrsquot let our reputation go up in smoke we need to respondrdquo
ldquoOf course but howrdquo
ldquoOur most aggressive detractors are mainly on Twitter they even started a hashtagrdquo
ldquoWersquoll create a Twitter account and respond to everythingrdquo
ldquoWe know themrdquo
ldquoWe donrsquot care Thatrsquos not really the problemrdquo
Two weeks later the results were in But they were nothing like what was expected
The 30 or so tweets published by the firm were the subject of many retweets mocking them and the page was bombarded with derogatory and even frankly insulting comments The top ten puns also went around on a few news sites Veacuteronique was beset by a profound sense of failure How could she get out of this situation
ldquoIrsquoll write to all our clients and Irsquoll do a press conference Itrsquos a standard response but at least we will be stepping up to the plate with tools that we know by heartrdquo
The letter was sent The writing was superb crisply argued and with a heartfelt conclusion that called for renewed confidence the same confidence that had always allowed for strong and lasting relations between VheTech and all of its clients and partners
Now she just needed to focus on the press conference
A new and more elaborate argument preparation for questions and answers live training etc This press conference had to show impeccable professionalism in order to put a definitive end to this conflict that was beginning to plague the company from within People spoke very little got
Prologue xiii
upset for no reason and fled from the informal conversations that were once part of the envied atmosphere of the company
The companyrsquos results began to fall at the same rate as motivation They made what had already been a bad situation almost unbearable A real pain for her co-workers Everyone was on edge They all wondered where and when they would be hit by the next attack
After a week of intense preparation Veacuteronique was ready for her press conference The journalists had responded overwhelmingly to the invitation all too happy to snap up a few more juicy details of what was beginning to become an ldquoaffairrdquo
Veacuteroniquersquos presentation went perfectly The preparation paid off her speech went off without a hitch The journalists paid scrupulous attention Then came the time for her to take questions Veacuteronique could finally breathe easy she had proved she was up to the task and had been able to make her arguments calmly but firmly
Then came the questions The questions were pointed and challenging And that was fine Feeling at ease Veacuteronique gave the floor to a number of different speakers One last question before leaving The young man asking did not seem at all deviant But what he asked was not a question it was a trap No not a trap just a question that had not been answered yet Or rather an answer that was not great What did it mean for him this story of values and actions Response was needed ndash and right away
Veacuteronique felt a wave of dizziness come over her A few seconds passed Veacuteronique was looking for an answer that was both a dignified way out and also worded simply with appropriate arguments These few seconds lasted an eternity Veacuteronique was flummoxed flabbergasted When she finally answered it was with awkwardness It was not her that was not what she meant That was not what she should have said In one second she realized that all the work that had been done during the press conference had just been wiped out The reporters went out quietly Veacuteronique remained motionless at the desk rattled
She did not have to be a fortune teller to know that her little swerve was going to make headlines in all the newspapers As it turned out the go-getting general manager of VheTech did not really know anything about
xiv New Technologies and Branding
VheTech Or rather she preferred not to speak about this one particular aspect of VheTech which she preferred to keep hidden away She had effectively gone from a success to a fraud
The months that followed were particularly painful for the company Its image had been deeply scarred and everything the company said or did was scrutinized by journalists with unrelenting suspicion The pressure on employees was very strong and there was a widespread sense of shame that had crept into the teams as if it were difficult to work for such frauds
A wave of resignations continued to further slow down the activity All the sectors of the company were affected and there was no indication that the conflict could have any outcome other than the complete destruction of everything Veacuteronique had tried to build over the last few years
None of the clients bothered to respond to Veacuteroniquersquos beautiful letter
Introduction
Are you tasked with the heavy burden of keeping the beautiful and delicate machinery of a brand in motion This book could be very useful to you because today no brand is immune from an attack of ldquoantirdquo anti-successful brand anti-your profession anti-the way you do things anti-your beliefs or anti-your way of changing the rules of the game All of these detractors existed in the past but their voices were only heard if they had the means to gain access to the media (journalists or advertising space sellers) Today destroying a brand is almost free the Internet has become a finely tuned machine for people to speak ill of their neighbors to the world at large and without any cost
Allow us to provide you with three tips before you begin to dig into this book
ndash build yourself a strong brand right off the bat and if possible during a time of peace
ndash learn about conflict and practice confronting it before it hits
ndash do not become paranoid
Our experience working alongside brands suffering from conflict has taught us to detect and be wary of representations even those we have just used Indeed the disease these brands suffer from is representation However it is difficult to do without representations Conflict is highly complex A metaphor is a very convenient shortcut But like all shortcuts and approximations it only portrays part of the reality However resolving
xvi New Technologies and Branding
only part of the conflict is not really resolving it at all and instead allows it to be amplified in the places where nobody is looking
Though metaphors and mental representations of conflict can be misleading they are necessary So what can we do Simply learn how to spot them so as not to be a victim and correctly associate them at a later time
The essential skill for being able to deal with conflict is the ability to multiply the points of view on and interpretations of the conflict This skill is crucial in order to avoid falling under the spell of experts (whether genuine or self-proclaimed)
Experts swarm but all of them (and this goes for all specialists) give only one aspect of reality the one that has to do with their expertise An expert on digital monitoring will tell you that online reputation is the key indicator An expert in bad buzz will emphasize the need to set up real-time alerts A crisis expert will suggest you prepare more and more for managing the crisis A theatrical improvisation expert will explain how to take the stage and improvise a solution with your employees
All of them are right but only within their own fields
These specialists complement one another and optimal management of the conflict comes through an ability to detect all dimensions and interconnect them
Conflict is complex branching out through time and space In order to control conflict we must know ourselves know all the stakeholders and know the nature of the conflicts and the way in which they behave The first moment of conflict control primarily involves knowledge But this is only the first moment It must be connected with reflexes
This book has been designed and written with the objective of providing you with the necessary key factors to know and analyze situations of conflict that may involve your brand and act accordingly
Throughout the book we strive to show you the effectiveness of a broader vision of conflict because the most formidable weapon for combating conflict is remaining focused on the crisis and its climax and it is essential to act upstream as well as downstream
Introduction xvii
These keys can be summed up in a few major skills that structure our book
ndash accept conflict and seize it as an opportunity
ndash master rhetoric and the publicrsquos imagination
ndash know the social springs that fuel conflict the effects of crowds and persecution
ndash know how to react and understand the tools of conflict management
From improvisational theater to foundational myths from the Vietnam War to the trade war we offer an original ndash and hopefully useful ndash analysis that will definitively change your perception of conflict
1
What is a Brand
11 The brand a concept built from relationships
A brand is a construct invented by a company or an organization to establish a strong and productive relationship with the individuals who will allow it to grow
We are aware that this definition given here is hardly the first definition of a Brand but it is useful in that it highlights the essential purpose of Brands which is to create and maintain a social contract based on a relationship with individuals
Another virtue of this definition is that it leads us to a discussion on whether it is necessary to create Brands as complicated as they currently are
Not so long ago we were content with the fact that companies design manufacture and sell good products in the right places at the right prices and that organizations (parties unions federations associations) should correctly structure their ideas and implement the actions for which they were created
Today we demand that Brands behave as a kind of superhuman entity equipped with a lavish personality cultivating a look and a style that distinguishes them speaking with a unique voice setting themselves apart with coherent constant and if possible admirable behaviors pursuing a great mission nourishing a vision of the world ambitions and convictions grounded in clear and superb values emphasizing their good qualities with owning up to their faults and maintaining friends and enemies
New Technologies and Branding First Edition Philippe Sachetti and Thibaud Zuppinger copy ISTE Ltd 2018 Published by ISTE Ltd and John Wiley amp Sons Inc
2 New Technologies and Branding
This change that has taken place over the last 30 years is staggering to say the least Brands have become focal points of society and their survival depends on the judgment of the people who consume their products regardless of the form this consumption takes
There are a number of reasons why this staggering form of tyranny is inflicted on them
ndash the level of competition that only continues to grow and at the same time the power held by the consumer that brands compulsively seek to place at the center of everything (where was this power before) are the simplest reasons and perhaps the most simplistic
ndash the pandemic of defiance and distrust that has spread to all aspects of social life is another more complex reason and a more worrying one as well We will make sure to return to this point in our analysis
ndash the abandonment of the major authorities is an argument which although it is frequently challenged as being conservative and perhaps a bit reactionary is nonetheless difficult to question
The philosopher Chantal Delsol describes this phenomenon well we the active members of this society have been trying for 50 years and particularly during the social upheavals of the late 1960s (such as the revolution of 1968 in France) to progressively stifle our main authority figures parents teachers bosses the army churches political parties trade unions etc In getting rid of them we have also lost the moral commitments that come along with them that have allowed us to make sense of life But giving meaning to life requires finding something that we value more than our own selves as individuals
One example from politics can help us to understand at one time communism was spreading aggressively People could be for it or against it but they were practically required to at least have an opinion take sides or even fight As the philosophers observed this fighting spirit disappeared when communism disappeared
Individuals when they are no longer experiencing suppression find themselves like boxers without an opponent in the middle of the ring And a boxer alone is ridiculous no longer able to put on a show he is worthless and his audience flees in dismay (or ldquodisenchantmentrdquo to use the current lexicon) His presence in the ring no longer makes sense to him
Prologue xiii
upset for no reason and fled from the informal conversations that were once part of the envied atmosphere of the company
The companyrsquos results began to fall at the same rate as motivation They made what had already been a bad situation almost unbearable A real pain for her co-workers Everyone was on edge They all wondered where and when they would be hit by the next attack
After a week of intense preparation Veacuteronique was ready for her press conference The journalists had responded overwhelmingly to the invitation all too happy to snap up a few more juicy details of what was beginning to become an ldquoaffairrdquo
Veacuteroniquersquos presentation went perfectly The preparation paid off her speech went off without a hitch The journalists paid scrupulous attention Then came the time for her to take questions Veacuteronique could finally breathe easy she had proved she was up to the task and had been able to make her arguments calmly but firmly
Then came the questions The questions were pointed and challenging And that was fine Feeling at ease Veacuteronique gave the floor to a number of different speakers One last question before leaving The young man asking did not seem at all deviant But what he asked was not a question it was a trap No not a trap just a question that had not been answered yet Or rather an answer that was not great What did it mean for him this story of values and actions Response was needed ndash and right away
Veacuteronique felt a wave of dizziness come over her A few seconds passed Veacuteronique was looking for an answer that was both a dignified way out and also worded simply with appropriate arguments These few seconds lasted an eternity Veacuteronique was flummoxed flabbergasted When she finally answered it was with awkwardness It was not her that was not what she meant That was not what she should have said In one second she realized that all the work that had been done during the press conference had just been wiped out The reporters went out quietly Veacuteronique remained motionless at the desk rattled
She did not have to be a fortune teller to know that her little swerve was going to make headlines in all the newspapers As it turned out the go-getting general manager of VheTech did not really know anything about
xiv New Technologies and Branding
VheTech Or rather she preferred not to speak about this one particular aspect of VheTech which she preferred to keep hidden away She had effectively gone from a success to a fraud
The months that followed were particularly painful for the company Its image had been deeply scarred and everything the company said or did was scrutinized by journalists with unrelenting suspicion The pressure on employees was very strong and there was a widespread sense of shame that had crept into the teams as if it were difficult to work for such frauds
A wave of resignations continued to further slow down the activity All the sectors of the company were affected and there was no indication that the conflict could have any outcome other than the complete destruction of everything Veacuteronique had tried to build over the last few years
None of the clients bothered to respond to Veacuteroniquersquos beautiful letter
Introduction
Are you tasked with the heavy burden of keeping the beautiful and delicate machinery of a brand in motion This book could be very useful to you because today no brand is immune from an attack of ldquoantirdquo anti-successful brand anti-your profession anti-the way you do things anti-your beliefs or anti-your way of changing the rules of the game All of these detractors existed in the past but their voices were only heard if they had the means to gain access to the media (journalists or advertising space sellers) Today destroying a brand is almost free the Internet has become a finely tuned machine for people to speak ill of their neighbors to the world at large and without any cost
Allow us to provide you with three tips before you begin to dig into this book
ndash build yourself a strong brand right off the bat and if possible during a time of peace
ndash learn about conflict and practice confronting it before it hits
ndash do not become paranoid
Our experience working alongside brands suffering from conflict has taught us to detect and be wary of representations even those we have just used Indeed the disease these brands suffer from is representation However it is difficult to do without representations Conflict is highly complex A metaphor is a very convenient shortcut But like all shortcuts and approximations it only portrays part of the reality However resolving
xvi New Technologies and Branding
only part of the conflict is not really resolving it at all and instead allows it to be amplified in the places where nobody is looking
Though metaphors and mental representations of conflict can be misleading they are necessary So what can we do Simply learn how to spot them so as not to be a victim and correctly associate them at a later time
The essential skill for being able to deal with conflict is the ability to multiply the points of view on and interpretations of the conflict This skill is crucial in order to avoid falling under the spell of experts (whether genuine or self-proclaimed)
Experts swarm but all of them (and this goes for all specialists) give only one aspect of reality the one that has to do with their expertise An expert on digital monitoring will tell you that online reputation is the key indicator An expert in bad buzz will emphasize the need to set up real-time alerts A crisis expert will suggest you prepare more and more for managing the crisis A theatrical improvisation expert will explain how to take the stage and improvise a solution with your employees
All of them are right but only within their own fields
These specialists complement one another and optimal management of the conflict comes through an ability to detect all dimensions and interconnect them
Conflict is complex branching out through time and space In order to control conflict we must know ourselves know all the stakeholders and know the nature of the conflicts and the way in which they behave The first moment of conflict control primarily involves knowledge But this is only the first moment It must be connected with reflexes
This book has been designed and written with the objective of providing you with the necessary key factors to know and analyze situations of conflict that may involve your brand and act accordingly
Throughout the book we strive to show you the effectiveness of a broader vision of conflict because the most formidable weapon for combating conflict is remaining focused on the crisis and its climax and it is essential to act upstream as well as downstream
Introduction xvii
These keys can be summed up in a few major skills that structure our book
ndash accept conflict and seize it as an opportunity
ndash master rhetoric and the publicrsquos imagination
ndash know the social springs that fuel conflict the effects of crowds and persecution
ndash know how to react and understand the tools of conflict management
From improvisational theater to foundational myths from the Vietnam War to the trade war we offer an original ndash and hopefully useful ndash analysis that will definitively change your perception of conflict
1
What is a Brand
11 The brand a concept built from relationships
A brand is a construct invented by a company or an organization to establish a strong and productive relationship with the individuals who will allow it to grow
We are aware that this definition given here is hardly the first definition of a Brand but it is useful in that it highlights the essential purpose of Brands which is to create and maintain a social contract based on a relationship with individuals
Another virtue of this definition is that it leads us to a discussion on whether it is necessary to create Brands as complicated as they currently are
Not so long ago we were content with the fact that companies design manufacture and sell good products in the right places at the right prices and that organizations (parties unions federations associations) should correctly structure their ideas and implement the actions for which they were created
Today we demand that Brands behave as a kind of superhuman entity equipped with a lavish personality cultivating a look and a style that distinguishes them speaking with a unique voice setting themselves apart with coherent constant and if possible admirable behaviors pursuing a great mission nourishing a vision of the world ambitions and convictions grounded in clear and superb values emphasizing their good qualities with owning up to their faults and maintaining friends and enemies
New Technologies and Branding First Edition Philippe Sachetti and Thibaud Zuppinger copy ISTE Ltd 2018 Published by ISTE Ltd and John Wiley amp Sons Inc
2 New Technologies and Branding
This change that has taken place over the last 30 years is staggering to say the least Brands have become focal points of society and their survival depends on the judgment of the people who consume their products regardless of the form this consumption takes
There are a number of reasons why this staggering form of tyranny is inflicted on them
ndash the level of competition that only continues to grow and at the same time the power held by the consumer that brands compulsively seek to place at the center of everything (where was this power before) are the simplest reasons and perhaps the most simplistic
ndash the pandemic of defiance and distrust that has spread to all aspects of social life is another more complex reason and a more worrying one as well We will make sure to return to this point in our analysis
ndash the abandonment of the major authorities is an argument which although it is frequently challenged as being conservative and perhaps a bit reactionary is nonetheless difficult to question
The philosopher Chantal Delsol describes this phenomenon well we the active members of this society have been trying for 50 years and particularly during the social upheavals of the late 1960s (such as the revolution of 1968 in France) to progressively stifle our main authority figures parents teachers bosses the army churches political parties trade unions etc In getting rid of them we have also lost the moral commitments that come along with them that have allowed us to make sense of life But giving meaning to life requires finding something that we value more than our own selves as individuals
One example from politics can help us to understand at one time communism was spreading aggressively People could be for it or against it but they were practically required to at least have an opinion take sides or even fight As the philosophers observed this fighting spirit disappeared when communism disappeared
Individuals when they are no longer experiencing suppression find themselves like boxers without an opponent in the middle of the ring And a boxer alone is ridiculous no longer able to put on a show he is worthless and his audience flees in dismay (or ldquodisenchantmentrdquo to use the current lexicon) His presence in the ring no longer makes sense to him
xiv New Technologies and Branding
VheTech Or rather she preferred not to speak about this one particular aspect of VheTech which she preferred to keep hidden away She had effectively gone from a success to a fraud
The months that followed were particularly painful for the company Its image had been deeply scarred and everything the company said or did was scrutinized by journalists with unrelenting suspicion The pressure on employees was very strong and there was a widespread sense of shame that had crept into the teams as if it were difficult to work for such frauds
A wave of resignations continued to further slow down the activity All the sectors of the company were affected and there was no indication that the conflict could have any outcome other than the complete destruction of everything Veacuteronique had tried to build over the last few years
None of the clients bothered to respond to Veacuteroniquersquos beautiful letter
Introduction
Are you tasked with the heavy burden of keeping the beautiful and delicate machinery of a brand in motion This book could be very useful to you because today no brand is immune from an attack of ldquoantirdquo anti-successful brand anti-your profession anti-the way you do things anti-your beliefs or anti-your way of changing the rules of the game All of these detractors existed in the past but their voices were only heard if they had the means to gain access to the media (journalists or advertising space sellers) Today destroying a brand is almost free the Internet has become a finely tuned machine for people to speak ill of their neighbors to the world at large and without any cost
Allow us to provide you with three tips before you begin to dig into this book
ndash build yourself a strong brand right off the bat and if possible during a time of peace
ndash learn about conflict and practice confronting it before it hits
ndash do not become paranoid
Our experience working alongside brands suffering from conflict has taught us to detect and be wary of representations even those we have just used Indeed the disease these brands suffer from is representation However it is difficult to do without representations Conflict is highly complex A metaphor is a very convenient shortcut But like all shortcuts and approximations it only portrays part of the reality However resolving
xvi New Technologies and Branding
only part of the conflict is not really resolving it at all and instead allows it to be amplified in the places where nobody is looking
Though metaphors and mental representations of conflict can be misleading they are necessary So what can we do Simply learn how to spot them so as not to be a victim and correctly associate them at a later time
The essential skill for being able to deal with conflict is the ability to multiply the points of view on and interpretations of the conflict This skill is crucial in order to avoid falling under the spell of experts (whether genuine or self-proclaimed)
Experts swarm but all of them (and this goes for all specialists) give only one aspect of reality the one that has to do with their expertise An expert on digital monitoring will tell you that online reputation is the key indicator An expert in bad buzz will emphasize the need to set up real-time alerts A crisis expert will suggest you prepare more and more for managing the crisis A theatrical improvisation expert will explain how to take the stage and improvise a solution with your employees
All of them are right but only within their own fields
These specialists complement one another and optimal management of the conflict comes through an ability to detect all dimensions and interconnect them
Conflict is complex branching out through time and space In order to control conflict we must know ourselves know all the stakeholders and know the nature of the conflicts and the way in which they behave The first moment of conflict control primarily involves knowledge But this is only the first moment It must be connected with reflexes
This book has been designed and written with the objective of providing you with the necessary key factors to know and analyze situations of conflict that may involve your brand and act accordingly
Throughout the book we strive to show you the effectiveness of a broader vision of conflict because the most formidable weapon for combating conflict is remaining focused on the crisis and its climax and it is essential to act upstream as well as downstream
Introduction xvii
These keys can be summed up in a few major skills that structure our book
ndash accept conflict and seize it as an opportunity
ndash master rhetoric and the publicrsquos imagination
ndash know the social springs that fuel conflict the effects of crowds and persecution
ndash know how to react and understand the tools of conflict management
From improvisational theater to foundational myths from the Vietnam War to the trade war we offer an original ndash and hopefully useful ndash analysis that will definitively change your perception of conflict
1
What is a Brand
11 The brand a concept built from relationships
A brand is a construct invented by a company or an organization to establish a strong and productive relationship with the individuals who will allow it to grow
We are aware that this definition given here is hardly the first definition of a Brand but it is useful in that it highlights the essential purpose of Brands which is to create and maintain a social contract based on a relationship with individuals
Another virtue of this definition is that it leads us to a discussion on whether it is necessary to create Brands as complicated as they currently are
Not so long ago we were content with the fact that companies design manufacture and sell good products in the right places at the right prices and that organizations (parties unions federations associations) should correctly structure their ideas and implement the actions for which they were created
Today we demand that Brands behave as a kind of superhuman entity equipped with a lavish personality cultivating a look and a style that distinguishes them speaking with a unique voice setting themselves apart with coherent constant and if possible admirable behaviors pursuing a great mission nourishing a vision of the world ambitions and convictions grounded in clear and superb values emphasizing their good qualities with owning up to their faults and maintaining friends and enemies
New Technologies and Branding First Edition Philippe Sachetti and Thibaud Zuppinger copy ISTE Ltd 2018 Published by ISTE Ltd and John Wiley amp Sons Inc
2 New Technologies and Branding
This change that has taken place over the last 30 years is staggering to say the least Brands have become focal points of society and their survival depends on the judgment of the people who consume their products regardless of the form this consumption takes
There are a number of reasons why this staggering form of tyranny is inflicted on them
ndash the level of competition that only continues to grow and at the same time the power held by the consumer that brands compulsively seek to place at the center of everything (where was this power before) are the simplest reasons and perhaps the most simplistic
ndash the pandemic of defiance and distrust that has spread to all aspects of social life is another more complex reason and a more worrying one as well We will make sure to return to this point in our analysis
ndash the abandonment of the major authorities is an argument which although it is frequently challenged as being conservative and perhaps a bit reactionary is nonetheless difficult to question
The philosopher Chantal Delsol describes this phenomenon well we the active members of this society have been trying for 50 years and particularly during the social upheavals of the late 1960s (such as the revolution of 1968 in France) to progressively stifle our main authority figures parents teachers bosses the army churches political parties trade unions etc In getting rid of them we have also lost the moral commitments that come along with them that have allowed us to make sense of life But giving meaning to life requires finding something that we value more than our own selves as individuals
One example from politics can help us to understand at one time communism was spreading aggressively People could be for it or against it but they were practically required to at least have an opinion take sides or even fight As the philosophers observed this fighting spirit disappeared when communism disappeared
Individuals when they are no longer experiencing suppression find themselves like boxers without an opponent in the middle of the ring And a boxer alone is ridiculous no longer able to put on a show he is worthless and his audience flees in dismay (or ldquodisenchantmentrdquo to use the current lexicon) His presence in the ring no longer makes sense to him
Introduction
Are you tasked with the heavy burden of keeping the beautiful and delicate machinery of a brand in motion This book could be very useful to you because today no brand is immune from an attack of ldquoantirdquo anti-successful brand anti-your profession anti-the way you do things anti-your beliefs or anti-your way of changing the rules of the game All of these detractors existed in the past but their voices were only heard if they had the means to gain access to the media (journalists or advertising space sellers) Today destroying a brand is almost free the Internet has become a finely tuned machine for people to speak ill of their neighbors to the world at large and without any cost
Allow us to provide you with three tips before you begin to dig into this book
ndash build yourself a strong brand right off the bat and if possible during a time of peace
ndash learn about conflict and practice confronting it before it hits
ndash do not become paranoid
Our experience working alongside brands suffering from conflict has taught us to detect and be wary of representations even those we have just used Indeed the disease these brands suffer from is representation However it is difficult to do without representations Conflict is highly complex A metaphor is a very convenient shortcut But like all shortcuts and approximations it only portrays part of the reality However resolving
xvi New Technologies and Branding
only part of the conflict is not really resolving it at all and instead allows it to be amplified in the places where nobody is looking
Though metaphors and mental representations of conflict can be misleading they are necessary So what can we do Simply learn how to spot them so as not to be a victim and correctly associate them at a later time
The essential skill for being able to deal with conflict is the ability to multiply the points of view on and interpretations of the conflict This skill is crucial in order to avoid falling under the spell of experts (whether genuine or self-proclaimed)
Experts swarm but all of them (and this goes for all specialists) give only one aspect of reality the one that has to do with their expertise An expert on digital monitoring will tell you that online reputation is the key indicator An expert in bad buzz will emphasize the need to set up real-time alerts A crisis expert will suggest you prepare more and more for managing the crisis A theatrical improvisation expert will explain how to take the stage and improvise a solution with your employees
All of them are right but only within their own fields
These specialists complement one another and optimal management of the conflict comes through an ability to detect all dimensions and interconnect them
Conflict is complex branching out through time and space In order to control conflict we must know ourselves know all the stakeholders and know the nature of the conflicts and the way in which they behave The first moment of conflict control primarily involves knowledge But this is only the first moment It must be connected with reflexes
This book has been designed and written with the objective of providing you with the necessary key factors to know and analyze situations of conflict that may involve your brand and act accordingly
Throughout the book we strive to show you the effectiveness of a broader vision of conflict because the most formidable weapon for combating conflict is remaining focused on the crisis and its climax and it is essential to act upstream as well as downstream
Introduction xvii
These keys can be summed up in a few major skills that structure our book
ndash accept conflict and seize it as an opportunity
ndash master rhetoric and the publicrsquos imagination
ndash know the social springs that fuel conflict the effects of crowds and persecution
ndash know how to react and understand the tools of conflict management
From improvisational theater to foundational myths from the Vietnam War to the trade war we offer an original ndash and hopefully useful ndash analysis that will definitively change your perception of conflict
1
What is a Brand
11 The brand a concept built from relationships
A brand is a construct invented by a company or an organization to establish a strong and productive relationship with the individuals who will allow it to grow
We are aware that this definition given here is hardly the first definition of a Brand but it is useful in that it highlights the essential purpose of Brands which is to create and maintain a social contract based on a relationship with individuals
Another virtue of this definition is that it leads us to a discussion on whether it is necessary to create Brands as complicated as they currently are
Not so long ago we were content with the fact that companies design manufacture and sell good products in the right places at the right prices and that organizations (parties unions federations associations) should correctly structure their ideas and implement the actions for which they were created
Today we demand that Brands behave as a kind of superhuman entity equipped with a lavish personality cultivating a look and a style that distinguishes them speaking with a unique voice setting themselves apart with coherent constant and if possible admirable behaviors pursuing a great mission nourishing a vision of the world ambitions and convictions grounded in clear and superb values emphasizing their good qualities with owning up to their faults and maintaining friends and enemies
New Technologies and Branding First Edition Philippe Sachetti and Thibaud Zuppinger copy ISTE Ltd 2018 Published by ISTE Ltd and John Wiley amp Sons Inc
2 New Technologies and Branding
This change that has taken place over the last 30 years is staggering to say the least Brands have become focal points of society and their survival depends on the judgment of the people who consume their products regardless of the form this consumption takes
There are a number of reasons why this staggering form of tyranny is inflicted on them
ndash the level of competition that only continues to grow and at the same time the power held by the consumer that brands compulsively seek to place at the center of everything (where was this power before) are the simplest reasons and perhaps the most simplistic
ndash the pandemic of defiance and distrust that has spread to all aspects of social life is another more complex reason and a more worrying one as well We will make sure to return to this point in our analysis
ndash the abandonment of the major authorities is an argument which although it is frequently challenged as being conservative and perhaps a bit reactionary is nonetheless difficult to question
The philosopher Chantal Delsol describes this phenomenon well we the active members of this society have been trying for 50 years and particularly during the social upheavals of the late 1960s (such as the revolution of 1968 in France) to progressively stifle our main authority figures parents teachers bosses the army churches political parties trade unions etc In getting rid of them we have also lost the moral commitments that come along with them that have allowed us to make sense of life But giving meaning to life requires finding something that we value more than our own selves as individuals
One example from politics can help us to understand at one time communism was spreading aggressively People could be for it or against it but they were practically required to at least have an opinion take sides or even fight As the philosophers observed this fighting spirit disappeared when communism disappeared
Individuals when they are no longer experiencing suppression find themselves like boxers without an opponent in the middle of the ring And a boxer alone is ridiculous no longer able to put on a show he is worthless and his audience flees in dismay (or ldquodisenchantmentrdquo to use the current lexicon) His presence in the ring no longer makes sense to him
xvi New Technologies and Branding
only part of the conflict is not really resolving it at all and instead allows it to be amplified in the places where nobody is looking
Though metaphors and mental representations of conflict can be misleading they are necessary So what can we do Simply learn how to spot them so as not to be a victim and correctly associate them at a later time
The essential skill for being able to deal with conflict is the ability to multiply the points of view on and interpretations of the conflict This skill is crucial in order to avoid falling under the spell of experts (whether genuine or self-proclaimed)
Experts swarm but all of them (and this goes for all specialists) give only one aspect of reality the one that has to do with their expertise An expert on digital monitoring will tell you that online reputation is the key indicator An expert in bad buzz will emphasize the need to set up real-time alerts A crisis expert will suggest you prepare more and more for managing the crisis A theatrical improvisation expert will explain how to take the stage and improvise a solution with your employees
All of them are right but only within their own fields
These specialists complement one another and optimal management of the conflict comes through an ability to detect all dimensions and interconnect them
Conflict is complex branching out through time and space In order to control conflict we must know ourselves know all the stakeholders and know the nature of the conflicts and the way in which they behave The first moment of conflict control primarily involves knowledge But this is only the first moment It must be connected with reflexes
This book has been designed and written with the objective of providing you with the necessary key factors to know and analyze situations of conflict that may involve your brand and act accordingly
Throughout the book we strive to show you the effectiveness of a broader vision of conflict because the most formidable weapon for combating conflict is remaining focused on the crisis and its climax and it is essential to act upstream as well as downstream
Introduction xvii
These keys can be summed up in a few major skills that structure our book
ndash accept conflict and seize it as an opportunity
ndash master rhetoric and the publicrsquos imagination
ndash know the social springs that fuel conflict the effects of crowds and persecution
ndash know how to react and understand the tools of conflict management
From improvisational theater to foundational myths from the Vietnam War to the trade war we offer an original ndash and hopefully useful ndash analysis that will definitively change your perception of conflict
1
What is a Brand
11 The brand a concept built from relationships
A brand is a construct invented by a company or an organization to establish a strong and productive relationship with the individuals who will allow it to grow
We are aware that this definition given here is hardly the first definition of a Brand but it is useful in that it highlights the essential purpose of Brands which is to create and maintain a social contract based on a relationship with individuals
Another virtue of this definition is that it leads us to a discussion on whether it is necessary to create Brands as complicated as they currently are
Not so long ago we were content with the fact that companies design manufacture and sell good products in the right places at the right prices and that organizations (parties unions federations associations) should correctly structure their ideas and implement the actions for which they were created
Today we demand that Brands behave as a kind of superhuman entity equipped with a lavish personality cultivating a look and a style that distinguishes them speaking with a unique voice setting themselves apart with coherent constant and if possible admirable behaviors pursuing a great mission nourishing a vision of the world ambitions and convictions grounded in clear and superb values emphasizing their good qualities with owning up to their faults and maintaining friends and enemies
New Technologies and Branding First Edition Philippe Sachetti and Thibaud Zuppinger copy ISTE Ltd 2018 Published by ISTE Ltd and John Wiley amp Sons Inc
2 New Technologies and Branding
This change that has taken place over the last 30 years is staggering to say the least Brands have become focal points of society and their survival depends on the judgment of the people who consume their products regardless of the form this consumption takes
There are a number of reasons why this staggering form of tyranny is inflicted on them
ndash the level of competition that only continues to grow and at the same time the power held by the consumer that brands compulsively seek to place at the center of everything (where was this power before) are the simplest reasons and perhaps the most simplistic
ndash the pandemic of defiance and distrust that has spread to all aspects of social life is another more complex reason and a more worrying one as well We will make sure to return to this point in our analysis
ndash the abandonment of the major authorities is an argument which although it is frequently challenged as being conservative and perhaps a bit reactionary is nonetheless difficult to question
The philosopher Chantal Delsol describes this phenomenon well we the active members of this society have been trying for 50 years and particularly during the social upheavals of the late 1960s (such as the revolution of 1968 in France) to progressively stifle our main authority figures parents teachers bosses the army churches political parties trade unions etc In getting rid of them we have also lost the moral commitments that come along with them that have allowed us to make sense of life But giving meaning to life requires finding something that we value more than our own selves as individuals
One example from politics can help us to understand at one time communism was spreading aggressively People could be for it or against it but they were practically required to at least have an opinion take sides or even fight As the philosophers observed this fighting spirit disappeared when communism disappeared
Individuals when they are no longer experiencing suppression find themselves like boxers without an opponent in the middle of the ring And a boxer alone is ridiculous no longer able to put on a show he is worthless and his audience flees in dismay (or ldquodisenchantmentrdquo to use the current lexicon) His presence in the ring no longer makes sense to him
Introduction xvii
These keys can be summed up in a few major skills that structure our book
ndash accept conflict and seize it as an opportunity
ndash master rhetoric and the publicrsquos imagination
ndash know the social springs that fuel conflict the effects of crowds and persecution
ndash know how to react and understand the tools of conflict management
From improvisational theater to foundational myths from the Vietnam War to the trade war we offer an original ndash and hopefully useful ndash analysis that will definitively change your perception of conflict
1
What is a Brand
11 The brand a concept built from relationships
A brand is a construct invented by a company or an organization to establish a strong and productive relationship with the individuals who will allow it to grow
We are aware that this definition given here is hardly the first definition of a Brand but it is useful in that it highlights the essential purpose of Brands which is to create and maintain a social contract based on a relationship with individuals
Another virtue of this definition is that it leads us to a discussion on whether it is necessary to create Brands as complicated as they currently are
Not so long ago we were content with the fact that companies design manufacture and sell good products in the right places at the right prices and that organizations (parties unions federations associations) should correctly structure their ideas and implement the actions for which they were created
Today we demand that Brands behave as a kind of superhuman entity equipped with a lavish personality cultivating a look and a style that distinguishes them speaking with a unique voice setting themselves apart with coherent constant and if possible admirable behaviors pursuing a great mission nourishing a vision of the world ambitions and convictions grounded in clear and superb values emphasizing their good qualities with owning up to their faults and maintaining friends and enemies
New Technologies and Branding First Edition Philippe Sachetti and Thibaud Zuppinger copy ISTE Ltd 2018 Published by ISTE Ltd and John Wiley amp Sons Inc
2 New Technologies and Branding
This change that has taken place over the last 30 years is staggering to say the least Brands have become focal points of society and their survival depends on the judgment of the people who consume their products regardless of the form this consumption takes
There are a number of reasons why this staggering form of tyranny is inflicted on them
ndash the level of competition that only continues to grow and at the same time the power held by the consumer that brands compulsively seek to place at the center of everything (where was this power before) are the simplest reasons and perhaps the most simplistic
ndash the pandemic of defiance and distrust that has spread to all aspects of social life is another more complex reason and a more worrying one as well We will make sure to return to this point in our analysis
ndash the abandonment of the major authorities is an argument which although it is frequently challenged as being conservative and perhaps a bit reactionary is nonetheless difficult to question
The philosopher Chantal Delsol describes this phenomenon well we the active members of this society have been trying for 50 years and particularly during the social upheavals of the late 1960s (such as the revolution of 1968 in France) to progressively stifle our main authority figures parents teachers bosses the army churches political parties trade unions etc In getting rid of them we have also lost the moral commitments that come along with them that have allowed us to make sense of life But giving meaning to life requires finding something that we value more than our own selves as individuals
One example from politics can help us to understand at one time communism was spreading aggressively People could be for it or against it but they were practically required to at least have an opinion take sides or even fight As the philosophers observed this fighting spirit disappeared when communism disappeared
Individuals when they are no longer experiencing suppression find themselves like boxers without an opponent in the middle of the ring And a boxer alone is ridiculous no longer able to put on a show he is worthless and his audience flees in dismay (or ldquodisenchantmentrdquo to use the current lexicon) His presence in the ring no longer makes sense to him
1
What is a Brand
11 The brand a concept built from relationships
A brand is a construct invented by a company or an organization to establish a strong and productive relationship with the individuals who will allow it to grow
We are aware that this definition given here is hardly the first definition of a Brand but it is useful in that it highlights the essential purpose of Brands which is to create and maintain a social contract based on a relationship with individuals
Another virtue of this definition is that it leads us to a discussion on whether it is necessary to create Brands as complicated as they currently are
Not so long ago we were content with the fact that companies design manufacture and sell good products in the right places at the right prices and that organizations (parties unions federations associations) should correctly structure their ideas and implement the actions for which they were created
Today we demand that Brands behave as a kind of superhuman entity equipped with a lavish personality cultivating a look and a style that distinguishes them speaking with a unique voice setting themselves apart with coherent constant and if possible admirable behaviors pursuing a great mission nourishing a vision of the world ambitions and convictions grounded in clear and superb values emphasizing their good qualities with owning up to their faults and maintaining friends and enemies
New Technologies and Branding First Edition Philippe Sachetti and Thibaud Zuppinger copy ISTE Ltd 2018 Published by ISTE Ltd and John Wiley amp Sons Inc
2 New Technologies and Branding
This change that has taken place over the last 30 years is staggering to say the least Brands have become focal points of society and their survival depends on the judgment of the people who consume their products regardless of the form this consumption takes
There are a number of reasons why this staggering form of tyranny is inflicted on them
ndash the level of competition that only continues to grow and at the same time the power held by the consumer that brands compulsively seek to place at the center of everything (where was this power before) are the simplest reasons and perhaps the most simplistic
ndash the pandemic of defiance and distrust that has spread to all aspects of social life is another more complex reason and a more worrying one as well We will make sure to return to this point in our analysis
ndash the abandonment of the major authorities is an argument which although it is frequently challenged as being conservative and perhaps a bit reactionary is nonetheless difficult to question
The philosopher Chantal Delsol describes this phenomenon well we the active members of this society have been trying for 50 years and particularly during the social upheavals of the late 1960s (such as the revolution of 1968 in France) to progressively stifle our main authority figures parents teachers bosses the army churches political parties trade unions etc In getting rid of them we have also lost the moral commitments that come along with them that have allowed us to make sense of life But giving meaning to life requires finding something that we value more than our own selves as individuals
One example from politics can help us to understand at one time communism was spreading aggressively People could be for it or against it but they were practically required to at least have an opinion take sides or even fight As the philosophers observed this fighting spirit disappeared when communism disappeared
Individuals when they are no longer experiencing suppression find themselves like boxers without an opponent in the middle of the ring And a boxer alone is ridiculous no longer able to put on a show he is worthless and his audience flees in dismay (or ldquodisenchantmentrdquo to use the current lexicon) His presence in the ring no longer makes sense to him
2 New Technologies and Branding
This change that has taken place over the last 30 years is staggering to say the least Brands have become focal points of society and their survival depends on the judgment of the people who consume their products regardless of the form this consumption takes
There are a number of reasons why this staggering form of tyranny is inflicted on them
ndash the level of competition that only continues to grow and at the same time the power held by the consumer that brands compulsively seek to place at the center of everything (where was this power before) are the simplest reasons and perhaps the most simplistic
ndash the pandemic of defiance and distrust that has spread to all aspects of social life is another more complex reason and a more worrying one as well We will make sure to return to this point in our analysis
ndash the abandonment of the major authorities is an argument which although it is frequently challenged as being conservative and perhaps a bit reactionary is nonetheless difficult to question
The philosopher Chantal Delsol describes this phenomenon well we the active members of this society have been trying for 50 years and particularly during the social upheavals of the late 1960s (such as the revolution of 1968 in France) to progressively stifle our main authority figures parents teachers bosses the army churches political parties trade unions etc In getting rid of them we have also lost the moral commitments that come along with them that have allowed us to make sense of life But giving meaning to life requires finding something that we value more than our own selves as individuals
One example from politics can help us to understand at one time communism was spreading aggressively People could be for it or against it but they were practically required to at least have an opinion take sides or even fight As the philosophers observed this fighting spirit disappeared when communism disappeared
Individuals when they are no longer experiencing suppression find themselves like boxers without an opponent in the middle of the ring And a boxer alone is ridiculous no longer able to put on a show he is worthless and his audience flees in dismay (or ldquodisenchantmentrdquo to use the current lexicon) His presence in the ring no longer makes sense to him
