Society Seven Positions of "Companies That Are Somehow Attracted"

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Society
Are you sure you're dealing with the wrong person? New brand strategies that people tend to say "It's good" instead of "It's convenient, economical, beautiful, fast, and wonderful." In the context of SDGs and ESGs, which are no longer valued by themselves, the Business Roundtable of the United States and the Davos Conference in January of the following year proposed a shift from "shareholder capitalism" to "stakeholder capitalism." This means that "creating social value" has become more important for companies than "their own profits." "No products that are not friendly to the environment," "PR without consideration for the weak is bad." "This is an age in which criticism comments spread easily on social media and companies have to face society even if they don't want to. Therefore, there are more companies that are aware of social contributions and call themselves" Purpose Branding "in order to show social significance. However, despite these activities, there are many companies that worry about not being as highly valued by society as they think they should be. ■ What is the difference between companies that say" It's good! "? Social positioning strategy is an effective approach to solving these issues. This document presents three steps of social positioning strategy and seven practical types (positions) derived from the experience of the author, who has been making achievements for large companies. The PR strategy and branding are old and new issues for companies. However, based on the latest circumstances, there is no such document yet that combines the perspectives of" branding "and" PR ". This document is not intended to" use publicity for marketing "but to expand the areas in which PR skills are used and propose methods that can be used for" brand strategy, "" marketing strategy, "" business development, "and" product development. "It can be said that this document is a must-have for not only executives and the product development department but also the frontline sales force. 2019