Category: Branding

MABR Cohort Perspective: Should student athletes be paid?

Kim Sheehan on

Today’s opinion is from Cam McCormick.

Should student-athletes be paid? It seems to be an age-old question and debate year after year. Just recently, the NCAA announced student-athletes will be permitted to be compensated for their name, image, and likeness in 2021, however, not everyone will benefit from this new rule. Although the new ruling is forward progression, there is still money on the table in which many feel entitled.

As a student athlete myself, playing a sport while carrying a full academic load is extremely demanding. Our mental, physical, and emotional state is tested on a daily basis. There are insurmountable pressures on us that the average student doesn’t have to endure, as well as expectations and commitments a typical student doesn’t experience. Most college students are able to work to bring in money to survive, and can also control their school load. Student athletes are unable to work due to the demands of the sport and the time it takes to perfect our craft. We are also required to perform a certain number of community service hours each year to give back to the communities in which we reside. It is not uncommon for our sport to take up to 40 hours of effort each week. Playing a sport in college is simply a full-time job, and the number of credits we need to take each term cannot be adjusted.

Additionally, every time we step onto the court, field, track, pool, etc, we are putting ourselves atrisk for physical injuries, and sometimes those injuries are life-long and also life-ending.Although every athlete chooses to take the risk, the university benefits greatly by the risks wetake. When injuries occur, they don’t just affect the individual physically, but mentally as well.Mental set-backs from injuries can take a huge toll on a person, and, sometimes, they unfortunately don’t recover. Does a free education justify the risks? What price can be put on aloss of life, mental illness, or life long pain from an injury sustained while playing?

As a football player, it is clear the amount of money our sport provides to universities across the country. When the pandemic hit, the threat of seasons canceling raised alarms that some schools may close due to the lost revenue of not having a season. Many canceled multiple sport programs, because they could no longer afford to have them. This tells me, the revenues are extraordinary. At Oregon, in 2019 alone, the football program brought in $72.8 million dollars. The universities reap the financial rewards while the student athlete assumes the majority of the risks. For these reasons, paying student athletes beyond their “name, image, and likeness” seems like the right thing to do.

MABR Cohort Perspectives: Harry Potter and Inclusivity

Kim Sheehan on

Today’s opinion piece is from Haileigh Farrell.

Silly Bandz, Webkinz and Harry Potter are just a few of the staples of my childhood. Curled up on a classroom beanbag during reading time, I would find myself getting deeper and deeper into the story.

Fast forward and Harry Potter has done it yet again, capturing the hearts of many with an exclusive line with MeUndies, an underwear, loungewear and apparel company. While some fans have eagerly ordered the five epic Potter prints, which include a unique “Mischief Managed” pattern as well as one embodying each fictional house, a more serious conversation has rose around MeUndies.

On June 6, 2020, J.K Rowling created controversy with a series of transphobic tweets. This did not stop the brand from releasing the Potter collection featured in its Fall 2020 product line. Once a champion for diversity and inclusion, MeUndies had a history of being a “friend” and an “ally” to consumers. For example, the Company celebrated Pride Month in 2017 with a Rainbow Collection that showcased influential LGBTQIA+ members and has partnered with the It Gets Better Project to further empower this community.

After receiving backlash from releasing the Potter line, MeUndies went on to issue a ten-slide carousel “apology” in an Instagram post on October 30, which read “Please know that it was never our intent to hurt or offend anyone.” Rather than pulling the line, MeUndies removed the collection from the homepage wall. Yet, the prints are still available for purchase.

User comments from some quickly responded to the post, identifying an underlying motive, profits. One comment from @ohmygodsquad read, “lol just say *shrug* we don’t care because capitalism.”

Since this decision, MeUndies has dealt with a loss of trust for many customers who now feel alienated from the brand, although they once viewed it as one who empathized with their struggles and promoted inclusivity.But, this matter of mistrust is bigger than just MeUndies. It also applies to any brand associated with Harry Potter like Warner Bros, Universal Parks and Resorts, as well as bookstore or online suppliers.

So, what’s a brand to do? Stick to its values, it’s a compass that will guide their way.

MABR Cohort Perspective: The Impact of Gen Z

Kim Sheehan on

Today’s opinion is from Payton Coon.

Sometimes referred to as the “Dot Com Kids” or “Generation Connected,” Generation Z is made up of over 2 billion young adults and teens born after 1996. The generation as a whole is coming of age and changing the world as we know it, especially as it relates to brands. Gen Z is becoming a powerhouse of a generation. Not only are they more racially and ethnically diverse than any generation in history but they are also on track to becoming the most educated generation to date [3]. The kids of Gen Z grew up in the era of digital which has influenced the way they see the world and the way they interact with brands.

Historically, brands will look at generation-wide preferences to gain information on how to better serve new consumers. Majority of large corporations have one main priority: to sell products and make money for shareholders. However, Gen Z is challenging the historic business model that we know. Their preferences include transparency, trust, and brand responsibility. Growing up in a digital age full of misinformation and alternative facts, Generation Z has adapted to not only sort out the fake news, but they can also separate the fake from the authentic brands.

The National Retail Federation did a report in 2018 about Generation Z and their relationships with brands. From their research they found that Gen Z is redefining brand expectations. In the past, generations have been drawn to the lowest priced items with the highest perceived quality. However, much like Millennials, Gen Zers value brands who hold opinions and take bold stances on certain key issues. By showing that they care about the same issues, brands can foster trust with Gen Z. In this new age, Generation Z is looking to build relationships with transparent brands that they can trust. Brands need to be clear about their processes and what they stand for within their company and farther beyond to develop loyalty from Gen Zers.

As Gen Z grows in age, so does their purchasing power. According to a Forbes interview, this generation “represents up to $143 billion in buying power – and that’s without accounting for the influence they have on household spending” (Cardador). The generation as a whole is far too big for brands to ignore and they present a huge opportunity. Large companies will need to adapt to become more socially, environmentally, and economically responsible in an authentic way if they want to gain the brand loyalty of Gen Z. Brands can only do this if they have a strong set of values and a core mission that is carried out and communicated to the consumers on a daily basis. Gen Z is changing the way brands interact with their audiences, and I believe it’s for the better.

I hope that Gen Z is the push that the world of business needed to start being ethical again. This generation, if they continue to care about these issues and put their money in responsible companies, can have an astronomical impact on our society at large and the way our economy operates. I want to see businesses respond to the demands of Gen Z. Weather it’s because it’s the right thing to do or because they want brand loyalty from the younger generation; either way, if we get more sustainable and ethical practices out of it, it’s a positive in my book. I have hope for this generation and hope that we can continue to push the world in a positive direction.

Perspectives on Brands and #BLM: BRANDS.TAKE A STAND.TAKE MEANINGFUL ACTION.

Kim Sheehan on

Today’s viewpoint is from MABR student Yangyang Lin.

I was heartbroken and furious to see the protests and riots that happened in the nation in the midst of the pandemic, we are living in a racism pandemic. People lost their loved ones, families were broken, communities were scared, states were on lockdowns, and businesses were significantly affected by the pandemic-driven lockdowns. COVID-19 outbreak has a substantial impact on global economy and personal life, that will last long in our memories. The pain is personal, emotional, psychological, societal, economic and cultural, and it will leave scars.

The racial injustice issue is not the one that organizations or their leaders can ignore. Ben & Jerry’s ice-cream brand took a stand on systemic racism after the murder of George Floyd by inhumane police brutality in May, the statement from Ben & Jerry’s was comprehensive and direct, addressing the historical roots of discrimination in the United States and calling out systemic racism, while advocating specific policies to prevent further police abuses. Ben & Jerry’s ice-cream brand is authentic, courageous, empathetic, resilient, and committed to social goods.

Fortunately, we have observed that many companies including Nike, Netflix, Disney and Facebook have condemned racial injustice in recent days. It is deeply important for brands to take a stand on ending systemic racism and respond to racial injustice to earn or keep the trust, rather than staying silent, how a brand responds to the protests against racism has a big effect on consumers’ likelihood to purchase from the brand. The brands that put action behind their words right now are the ones that stand to build deeper bonds and loyalty among existing consumers, as well as win new business.

However, it is not enough for brands to issue a statement, share a hashtag or promote a one-time donation. Brands need to go beyond public statements to get specific about how they are supporting anti-racism causes and share what they are doing as a business to implement meaningful change. Brands must overcome consumer skepticism and take a concrete action to end systemic racism externally and internally. Anyone at any level of the organization, should take small steps to exercise greater compassion and initiate action that provides needed support and promotes racial justice for Black workers as well as others who are marginalized.

Racism is everyone’s problem because it erodes the fabric of society. Brands, use your power, platform, and resources to help employees and communities overcome these challenges and build a better world for us all. We are all in this together. All of us united.

Perspectives on Brands and #BLM: Genuine Representation Please!

Kim Sheehan on

Today’s viewpoint is by MABR student Alyssa Hinojosa.

Since the Black Lives Matter movement, I have seen how our media culture has been altered significantly. How light has been shed on issues that have been long overlooked or ignored by mainstream society. What has been interesting to watch is the reaction of brands since this movement. In media, news, and production, brands have been taking a stand and using their voice. Some correctly and with good direction, and others with ignorance and personal benefits behind their marketing.

From the media I have consumed and researched, there are a lot of brands who have a great amount of exposure across the world that have not taken the time to educate themselves or learn about the true message of the BLM movement. Its interpretation to a Mexican American woman (me): a little sprinkle of black people here and a little sprinkle of brown people there, make our brand seem like we are taking action on the issue, box checked.

I was talking to a friend who works at a small business in Southern California and we were talking about brands representation in their ads. She retold a story to me about how her marketing team was planning their marketing guide and someone said “We don’t have enough colored people represented in the graphics. Can we change the skin colors of some of the people in the photos?” I was beyond shocked. She explained how they never had mentioned the color of people’s skins in previous marketing guides, never talked about current climate (BLM movement), and never redid policy on a new inclusionary marketing strategy.

So, I have a request before brands speak about race or change their representation strategy of people in their ads, can you please do it genuinely?! Put your money where your mouth is, invest in local communities, get educated, and redesign policy within before speaking on the topic. It’s really hard to buy that you guys (brands) are sincere and authentic in your advertisements if you all of a sudden start incorporate a range of people only after you’ve been exposed about your practices of exclusionary representation!

Perspectives on Brands and #BLM: A plea to brands

Kim Sheehan on

Today’s viewpoint is from MABR student Bryce White.

Another week, another breaking news alert on my iPhone that reads “Black Male Shot Dead bya Police Officer.”

I often question when will this end, but I also often swipe the notification off of my screen with high hopes that it will be deleted from true reality, but I know that is not the case. Even though black males have been murdered by law enforcement for years, is this the new norm? Will my nephew be subject? Will my brother be killed for reaching for his wallet? Will I be killed? Does my life matter? Why do black lives only matter when genocide is the topic? What can brands do? These are questions that ran through my mind recently.

I think we as a society forget how much power and influence that brands have. They also hold a key aspect, and that is their responsibility to change the world for the better. Well the brands that understand that will continue to not only grow from a financial standpoint but grow into a brand that impacts the world. I think brands can impact this situation and create change if they try to understand and be empathetic with people of color and the movement to make the world abetter place, a more human place, a more equal place.

As everyone knows, we can always use the example of Nike and their resilience to be a brand activist for the social movement with Colin Kapernick, but what are other brands doing and how are they helping?A brand that I found committed to change is Kering (parent company to the well known designer brand Alexander McQueen). Kering donated an undisclosed amount of money to the NAACP to help eliminate race-based discrimination in the United States and a campaign (Zero) that aims to combat police violence. I think combating systematic racism and police brutality is a great foundation to foster change and locate a solution to this problem. Brands like this will change the world and allow my future son comfort in the world due to their support, resiliency, and commitment to their social responsibility.

What can brands do?

Brands can follow in the footsteps of Kering and support causes that combat systematic racism, police brutality, and other forms of violence that are directed to specific communities because oft heir race. On the other hand, donations are not the only way to inflict change. Support offers value as well. Brands can support this movement by standing up to systematic racism and police brutality. Social media campaigns are still valued and relevant and can cost zero dollars.Overall, brands have power, capital, and the numbers to influence change, but will their commitment to social responsibility be outweighed by the chance that they may lose money?Only time will tell, but one thing is for certain, and that is that I am tired of being overwhelmed
with fear when a police officer trails behind me when I have not done anything illegal my whole life.

BRANDS PLEASE STEP UP AND DO SOMETHING!

Perspectives on Brands and #BLM: White Discomfort for Effective Racial Advocacy Leverage

Kim Sheehan on

Today’s viewpoing is by MABR student Ashleigh Maier

This year has been a rollercoaster of events and emotions, especially in regard to systemic racism in the United States. I’ve found myself picking up books to better understand racial issues, reading more pieces written by BIPOC writers, and critically thinking about my privilege and contribution to a society that has never been equitable.

All of this to say that much of this content has made me uncomfortable in the most effective way possible. Recently, I’ve been thinking about brands like ​Beats by Dre​ who have leveraged this discomfort to both create powerful ads about the Black experience, and showcase Black voices such as directors Lena Waithe and Melina Matsoukas. In this ad specifically (titled “You Love Me”), the narration “speaks to bigotry and social injustice, challenging viewers to ask themselves howt hey can be so enamored of Black culture and yet ‘hate us so deeply.’” It addresses the critical idea of how white people can reap certain benefits of Black culture, but not have to suffer any of the negative societal constructs and consequences of being born with a different color of skin.

Beats by Dre isn’t the only company I’ve seen address these issues, with companies like ​Nike and ​Procter & Gamble​ creating campaigns as well. In the past, it seemed “good enough” to be better about diverse representation in ads, but in the last six months, it doesn’t seem like that’s enough anymore (and never should have been). It’s important to address racial issues head on in order to help people understand the magnitude of the problem. While it’s not the responsibility of BIPOC folks to educate white people about racial issues, ads such as “You Love Me” createa stage for activism that can feature those willing to tell their stories.Large companies have a platform to stand on, and the power to influence the development of new perspectives and decisions made by consumers. In the past, many companies have chosen to stay silent. But since the next generation is significantly more interested in the social responsibility of organizations, it’s time to hold them accountable for speaking up and out about their values, even those not at the forefront of their mission.

MABR cohort perspective: the luxury fashion market

Kim Sheehan on

Today, Pamela Herring provides some thoughts about the luxury fashion industry.

I have always had a keen interest in the luxury market, throughout these past few months, my interest in this market has further developed into quite a passion of mine, and has quickly turned into a field that I see myself working in later in life, specifically in the lines of corporate social responsibility.

As someone who is interested in sustainability within the fashion industry, a quote that caused me to do a double take was a statement posted on vox.com, stating that “Burberry brought in $3.6 billion in revenue last year — and destroyed $36.8 million worth of its own merchandise.” (Lieber, Vox 2018) Question 1. Why? Question 2. Again… WHY?? (I hope that you feel my frustration through the screen.)

Though public outrage caused Burberry to abolish this practice, according to the article, numerous brands use this strategy and also destroy their unsold goods, too. Richemont, Nike, Louis Vuitton, Victoria’s Secret, and plenty of other well-known retailers use this same practice to “preserve [their] reputation of exclusivity”.

I do understand where these brands are coming from; if their goods are donated, they could easily be resold for less, and could cause the brand image to potentially decrease in value. However, simultaneously, these iconic, high-value companies are wasting tons of materials only to have them be shredded or burned up. It’s interesting to me that the “top of the food chain” brands are the ones that are seemingly the most wasteful, and makes me wonder what kind of unsustainable practices these brands are doing behind the scenes that perhaps aren’t known to the public.

With all of this being said, I do feel for these luxury brands and resonate with why they partake in these choices. But more so, I firmly believe that all brands have a responsibility to make the right environmental choices, which in this case would be coming up with a plan to either having some sort of second-hand system in place for their goods, or making all of their products to order. Hopefully one day I will be in a position to aid in making these choices for brands such as Burberry, and coming up with a strategy to leave a better environmental imprint within the fashion world.

Cole, Brendan. “Burberry Burns Millions of Dollars of Clothes to Stop Them from Being Sold at Discount Prices.” Newsweek, Newsweek, 19 July 2018,
www.newsweek.com/luxury-brands-prefer-burn-millions-dollars-worth-clothes-over-letting-wrong-1032088.
Jonathan Andrews Follow. “Marketing Plan for Nest Thermostats.” SlideShare, 20 Aug. 2015, www.slideshare.net/JonathanAndrews10/marketing-plan-for-nest-thermostats-51868271.
Wicker, Alden. “We Have No Idea How Bad Fashion Actually Is for the Environment.” Racked, Racked, 15 Mar. 2017, www.racked.com/2017/3/15/14842476/fashion-climate-change-environment-pollution.

MABR cohort perspectives: Meeting the Moment in uncertain times

Kim Sheehan on

Today, Hannah Reinhardt shares her thoughts about meeting the moment in uncertain times.

We are amidst a pandemic, have just reached the end of one of the most polarizing presidential elections in the history of the United States, are experiencing the devasting effects of climate change, the mental health crisis has never been more pronounced, and marginalized groups are still being marginalized to unacceptable degrees. And yet, this is just the current predicament. As a society we will need to brace ourselves for the aftermath of all of these atrocities. This aftermath will be another new normal and we all will need to adapt. With the complexity, sadness and unpredictability of 2020 there is no better time for brands to ‘meet the moment’. We need brands like we need each other during this time of the looming unknown. Extending our community will enable us to collectively move together into each moment, but what we don’t need is disingenuity.

I looked up what others think ‘meeting the moment’ means and what I found was encouraging. The crucial elements of how and why individuals should and can ‘meet the [hypothetical] moment’ spoke to some of the most foundational values instilled in responsible brands. Author and founder of Sensitive Evolution Maria Hill states, “It is a place that includes all history and the unknown, a way of seeing that allows the current reality, and a way of addressing what is important, not what we want or do not want…” See for responsible brands it is not only about taking action just because it is what is expected of them, but it is more than that. It is about holding true to their purpose, their values, their goals and being so enormously confident in their identity that when the time comes to ‘meet the moment’ they don’t have to concatenate responses out of thin air to meet the demands of the current climate. These brands simply look through their metaphorical tool kits of strategy that have served them through their history and will continue to serve them as they face the unknown. Looking in from a stance where I have a rough sketch of what it truly means to be labeled as a responsible brand—it is overwhelmingly encouraging to see brands not waiting for their time to ‘meet the moment’ but rather to embody the concept of continuously ‘living in, beyond and among these moments’. Citations:Bharwani, S. (2020, June 30). Healthcare brands stand out amid sea of COVID-19 messaging. Retrieved November 14, 2020, from https://adage.com/article/AcuityAds/how-make-impression-amid-sea-covid-19-brand-messages/2264446Forman, T., & Morgan, S. (2020, August 14). What Does Brand Purpose Mean in the COVID-19 Era? Retrieved November 14, 2020, from https://www.bynder.com/en/blog/what-brand-purpose-means-in-covid-19-era/Hill, M. (2019, January 17). Meeting The Moment. Retrieved November 14, 2020, from https://sensitiveevolution.com/meeting-the-moment/

MABR Recommendation: Lenox Hill on Netflix.

Kim Sheehan on

Britnee Speice-Will shared this about the Netflix series.

I highly, highly, HIGHLY recommend watching “Lenox Hill” on Netflix. It tells the story of doctors and nurses, showing their lives inside and outside of the hospital.

In my Brand Responsibility class, we discussed a GE Campaign, #BalanceTheEquation, in which they propose the question, “What if female scientists were celebrities?” This idea was super interesting to me and has stuck with me throughout these last few weeks. Why don’t we, as a society, show our appreciation for scientists, doctors, teachers, etc. the same way, if not MORE, than we do celebrities?

I believe the documentary series, “Lenox Hill,” does a great job putting the spotlight on people who spend their careers dedicated to caring for people and saving lives. I hope there are more documentaries that are created like this and that you take the time to watch the short, 9 episode documentary! The majority of the season is focused on pre-pandemic, with the last episode covering when the outbreak begins. VERY interesting and I’m happy I took the time to watch this.