60 pippa.io The Brand Populist http://jonathansalembaskin.com en Jonathan Salem Baskin brands, branding, marketing, media, communications, reputation Jonathan Salem Baskin Get ready for customers who think and act like owners. People no longer just buy products or services; they buy companies, which means policies and practices are just as important as brand promises, and that the traditional tools of marketing -- imagined benefits, emotional associations, and other inventions of traditional branding -- won't alone satisfy their expectations.


Increasingly, today's purchasers see themselves as owners instead of consumers or users, for they own sales results, and can thereby exert their authority either through their patronage, as committed loyalists, or via boycotts, which they use to express their disapproval. This means that marketers have to reimagine not just how they communicate, but the why and what they choose to share.


I'm documenting this transformation. I am the Brand Populist.

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People no longer just buy products or services; they buy companies, which means policies and practices are just as important as brand promises, and that the traditional tools of marketing -- imagined benefits, emotional associations, and other inventions of traditional branding -- won't alone satisfy their expectations.


Increasingly, today's purchasers see themselves as owners instead of consumers or users, for they own sales results, and can thereby exert their authority either through their patronage, as committed loyalists, or via boycotts, which they use to express their disapproval. This means that marketers have to reimagine not just how they communicate, but the why and what they choose to share.


I'm documenting this transformation. I am the Brand Populist.

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no Jonathan Salem Baskin info+5b52593e6cf914db3a78b903@mg.pippa.io serial https://assets.pippa.io/shows/5b52593e6cf914db3a78b903/1537105255205-7af4e699f41cb261e69c24474b430501.jpeg http://jonathansalembaskin.com The Brand Populist Consumers As Stakeholders Consumers As Stakeholders Fri, 04 Jan 2019 18:45:59 GMT 5:44 5c2fa9e7f57311e80c79d2bb no https://shows.pippa.io/the-brand-populist/consumers-as-stakeholders full 2 1 Businesses have impacts on consumers’ lives that far exceed the effects stock price ups and downs have on shareholders, and remain beyond the reach that any boycott or purchase choice might influence. But I think things are changing... Businesses have impacts on consumers’ lives that far exceed the effects stock price ups and downs have on shareholders, and remain beyond the reach that any boycott or purchase choice might influence. But I think things are changing... Paris Has A Communications Problem Paris Has A Communications Problem Sat, 08 Dec 2018 16:38:51 GMT 4:46 5c0bf39b5735878f22013a68 no https://shows.pippa.io/the-brand-populist/paris-has-a-communications-problem full 1 13 At its heart, climate change is and always will be a populist issue. Using the term to define, or even excuse senseless street violence gives it a bad name. At its heart, climate change is and always will be a populist issue. Using the term to define, or even excuse senseless street violence gives it a bad name. A Show That Discourages Awareness A Show That Discourages Awareness Thu, 29 Nov 2018 01:03:02 GMT 4:58 5bff3ac604d65ef12b40b6d7 no https://shows.pippa.io/the-brand-populist/a-show-that-discourages-awareness full 1 12 easier for media to attend, but that's not the case; in fact, they've made it harder. ]]> easier for media to attend, but that's not the case; in fact, they've made it harder. ]]> Less Transparency Is The Rule, Not The Exception Less Transparency Is The Rule, Not The Exception Mon, 12 Nov 2018 18:05:51 GMT 4:16 5be9c0ffe6b07996425a8b65 no https://shows.pippa.io/the-brand-populist/less-transparency-is-the-rule-not-the-exception full 1 11 I find it crazy that we’d actually know less about company performance now than we did back in the old days of pencil scrawls on ledgers and stock valuations accomplished by hand gestures on noisy, crowded exchange floors, but so be it. Apple has a point.


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I find it crazy that we’d actually know less about company performance now than we did back in the old days of pencil scrawls on ledgers and stock valuations accomplished by hand gestures on noisy, crowded exchange floors, but so be it. Apple has a point.


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#googlewalkout: Exception or Trend? #googlewalkout: Exception or Trend? Fri, 02 Nov 2018 17:35:36 GMT 4:29 5bdc8ae850ed800563350966 no https://shows.pippa.io/the-brand-populist/googlewalkout-exception-or-trend full 1 10 It would be truly radical if its employees stepped up to assume that responsibility; so less isolated gestures of justified indignation, and more proactive attention to the ways stuff gets done. Doing so would require that they extend the purview of their awareness beyond the issues that touch only them, and include the rest of us. It would be truly radical if its employees stepped up to assume that responsibility; so less isolated gestures of justified indignation, and more proactive attention to the ways stuff gets done. Doing so would require that they extend the purview of their awareness beyond the issues that touch only them, and include the rest of us. Sears Should Throw A Hail Mary Sears Should Throw A Hail Mary Thu, 25 Oct 2018 18:46:47 GMT 3:53 5bd20f97facdd0160ba155e9 no https://shows.pippa.io/the-brand-populist/sears-should-throw-a-hail-mary full 1 9 The cultural, economic, and even political trends all point to local experience as a counterpoint to the lonely and placeless world of Internet shopping. If Sears could commit to making good on being a truly local People's Store (i.e. the anti-Walmart), it might…just might…entice folks to join it. Not shop it. Not work for it.


Join it.

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The cultural, economic, and even political trends all point to local experience as a counterpoint to the lonely and placeless world of Internet shopping. If Sears could commit to making good on being a truly local People's Store (i.e. the anti-Walmart), it might…just might…entice folks to join it. Not shop it. Not work for it.


Join it.

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Labeling Will Change How Products Get Made Labeling Will Change How Products Get Made Sat, 06 Oct 2018 00:26:50 GMT 5:22 5bb8014aac8922f843285c15 no https://shows.pippa.io/the-brand-populist/labeling-will-change-how-products-get-made full 1 8 I think product labeling is going to force substantial change not only in how things are sold, but how they’re made. And I’d characterize it as a populist phenomenon. I say that because there are at least three things going on at the same time... I think product labeling is going to force substantial change not only in how things are sold, but how they’re made. And I’d characterize it as a populist phenomenon. I say that because there are at least three things going on at the same time... Oil Companies Feel The Heat Oil Companies Feel The Heat Sat, 29 Sep 2018 15:53:13 GMT 4:56 5baf9fe904e5230a73cca223 no https://shows.pippa.io/the-brand-populist/oil-companies-feel-the-heat full 1 7 Recently three big oil companies — ExxonMobil, Chevron, and Occidental — joined an industry group that encourages technologies that reduce greenhouse gases. This should be considered a victory for reality and for popular sentiment, if not evidence of visionary corporate leadership. Recently three big oil companies — ExxonMobil, Chevron, and Occidental — joined an industry group that encourages technologies that reduce greenhouse gases. This should be considered a victory for reality and for popular sentiment, if not evidence of visionary corporate leadership. <![CDATA[What's The Matter With Soup?]]> Fri, 14 Sep 2018 17:32:29 GMT 4:31 5b9bf0ad28bc47f4761d7478 no https://shows.pippa.io/the-brand-populist/whats-the-matter-with-soup full 1 6 <![CDATA[Nike's Kendall Jenner Moment?]]> Thu, 06 Sep 2018 15:16:17 GMT 4:36 5b9144c12a63cb7b7926c727 no https://shows.pippa.io/the-brand-populist/nikes-kendall-jenner-moment full 1 5 Lots of people are either thrilled or angry at Nike for featuring Colin Kaepernick in ads celebrating 30 years of its “Just Do It” campaign. Most branding gurus are in a tizzy because the move boldly prompted such reactions, which is the point of marketing. I say it does a far better job of what Pepsi tried — and failed — to do with its horrible Kendall Jenner commercial last year.


And that's the problem.

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Lots of people are either thrilled or angry at Nike for featuring Colin Kaepernick in ads celebrating 30 years of its “Just Do It” campaign. Most branding gurus are in a tizzy because the move boldly prompted such reactions, which is the point of marketing. I say it does a far better job of what Pepsi tried — and failed — to do with its horrible Kendall Jenner commercial last year.


And that's the problem.

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Tesla, Climate Change, Terror, and Sexism Tesla, Climate Change, Terror, and Sexism Fri, 17 Aug 2018 21:36:16 GMT 4:45 5b773fd0cb87c9ff73a6b142 no https://shows.pippa.io/the-brand-populist/tesla-climate-change-terror-and-sexism full 1 4 People were shocked when Elon Musk recently tweeted about taking Tesla private, and then they took in stride his mention of possibly using Saudi money. Yeah, Saudi, as in Saudi Arabia. You know, the folks who gave the world climate change, Islamic terrorism, and state-sanctioned oppression of women.


Talk about strange bedfellows. 

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People were shocked when Elon Musk recently tweeted about taking Tesla private, and then they took in stride his mention of possibly using Saudi money. Yeah, Saudi, as in Saudi Arabia. You know, the folks who gave the world climate change, Islamic terrorism, and state-sanctioned oppression of women.


Talk about strange bedfellows. 

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Brand Refresh vs. Brand Improvement Brand Refresh vs. Brand Improvement Tue, 07 Aug 2018 18:21:33 GMT 4:14 5b69e32dfe926e37673a28c4 no https://shows.pippa.io/the-brand-populist/brand-refresh-vs-brand-improvement full 1 3 "who actually asked for this change?"]]> "who actually asked for this change?"]]> Wells Fargo Commits Advertorial Abuse Wells Fargo Commits Advertorial Abuse Sun, 29 Jul 2018 15:37:52 GMT 4:06 5b5ddf518f25ed2939943cb6 no http://jonathansalembaskin@.com full 1 2 What Is Brand Populism? What Is Brand Populism? Sun, 22 Jul 2018 15:58:23 GMT 5:52 5b54a99fa3adce935d571d99 no https://shows.pippa.io/the-brand-populist/what-is-brand-populism full 1 1 What is brand populism? JSB gives a 5-minute overview of this emergent business model that could change the way companies communicate with their stakeholders. What is brand populism? JSB gives a 5-minute overview of this emergent business model that could change the way companies communicate with their stakeholders.