Subscription Required

A Subscription is required to watch this episode.


Try for Freeadd to Calendar

Already a subscriber? Sign in above



The Power of Brand Activism and Effective Storytelling

Branding in the Age of Black Lives Matter

  • Nov 12, 2020
  • 1:30 pm ET
  • 40 min
  • Airs weekly
  • Episode # 8
Episode #8 Overview

A weekly interview series educating marketers on how to communicate, engage and tap into diverse audiences in wake of the global Black Lives Matter movement.

Major brands are aligning themselves with the #BlackLivesMatter movement while others struggle to effectively communicate their positions on social and political issues. Companies run the risk of alienate certain segments of the market, however, generic messaging and/or silence can be just as harmful.

On this episode, Mitchell Hamilton, Ph.D. and Julian K. Saint Clair, Ph.D. share their research on how brand activism shapes a brand’s identity and consumer behavior. The industry experts also discuss the art and science of authentic brand storytelling during a time of social unrest as well as best practices for meaningful campaigns that serve social movements.



Branding in the Age of Black Lives Matter Overview

The resurgence of the Black Lives Matter movement has swept the nation following the police killings of George Floyd, Breonna Taylor, and many other black men and women. As a result, the ongoing protests and calls to end police brutality and systemic racism have shifted the way companies do business. No longer is it acceptable for brands to remain silent or neutral on societal issues. Rather, studies show that today’s consumers expect companies to speak out against racial oppression and use their dollars and platforms to create change. Through a series of conversations, this series will teach viewers how to effectively communicate, engage, and tap into diverse audiences aligned with the principles and values Black Lives Matter movement. During each session, Selena Hill will hold a conversational interview with a high-level marketing expert, corporate change agent, and/or influential leaders about the best practices and strategies to engage with Black Americans in the age of Black Lives Matter.

Selena Hill

Host

Selena Hill

Digital Editor, Black Enterprise



Mitch Hamiton

Guest

Mitch Hamiton

Award-winning Scholar & Associate Professor of Marketing, Loyola Marymount University

Julian K. Saint Clair

Guest

Julian K. Saint Clair

Associate Professor of Marketing, Loyola Marymount University

All Episodes