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Johnny Depp was excluded from one of the most popular Disney franchises; while Nike kept Kaepernick after being suspended from the NFL.
The cases of Disney with Depp and Nike with Kaepernick demonstrate how important personal brands are to their sponsors.
In the case of Johnny Depp, Disney wants to make amends and pay him just over $300 million to return to Pirates of the Caribbean.
Nike Y Disney they have a common point and that is that both brands have gone through critical moments due to stars whom they have sponsored for their talent. The case of the tennis firm escalated worldwide when, in 2018, he activated a powerful campaign where he gave his full support to Colin Kaepernickwho was suspended from the NFL for kneeling while the United States national anthem was being played, before the games in which he participated. Disney, for its part, decided to expel Johnny Depp from its magical world after the accusations that Amber Heard launched and that became a historic trial where the image of the actor was claimed.
In the case of Nikethe company was acclaimed for the creative twist that turned what could have been a disastrous dismissal, because as it is one of the best communication guidelines, the effective strategy even spawned a Grand Prix-winning campaign at Cannes Lions, Well, it was in charge of Wieden + Kennedy and he converted that mythical copy in front of Kaepernick’s face and that said: “believe in something even if it means losing everything” .
For Disney things have turned out anything but positiveWell, from criticism for firing Johnny Depp, to the more than 300 million dollars that The New York Post assures is willing to pay Depp to return to Pirates of the Caribbean, it leaves in question how much it costs a powerful company to amend a mistake and, most importantly, how valuable it is to believe in your talent.
To believe is a verb that is gaining more and more relevance in the structure of companies and among personal brandswho have found in this action greater empathy with the companies in which they collaborate.
This reminds me of Nike standing behind Kaepernick for standing up for what’s right when everyone else was scared & dropped him. Johnny Depp spoke up, the world saw the truth and MSM are SO scared to admit they got it wrong. Dior stood by JD and so do we and the verdict 🙌💕 pic.twitter.com/cxhHuNfhAE
— Missy (@MissyEllie30) June 3, 2022
The belief-driven buyer
An Edelman study highlights an important change in the consumer profile based on what they believe and how this determines their purchase decision. The firm found that in just one year, the percentage of consumers who made a choice for a brand or product based on beliefs went from 51 percent to 64 percent.
The difference translated into a devastating insight, and it proves how important it has become to innovate in the market based on decisions that have been shaped based on the position of a brand.
This has brought problems to huge companies like Starbucks, which has a serious internal policy, where it was decided to support workers, among many other open benefits, in the cost of undergoing interventions for their pregnancies and having an abortion. The policy even reached new extremes in the face of federal changes, in order to support them with the transfer and surgery to countries where abortion is allowed.
The decision has generated protests against the brand and negative trends in social networks, where the value of its products and image is questioned, not only because it tolerates it, but also because it encourages it, demonstrating that believing in something makes a powerful brand, and the most important, stay relevant, as a Nike, which in 2018, for its audacious campaign with Kaepernick, generated a media presence equivalent to about 50 million dollars. Even Dior won with its perfumes, thanks to the image of Depp in them.
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