Scientific Basis of Green Dot etc.

Marketing / Rebranding Research

Rebranding of corporations, organizations and services is a process that has been well examined and documented within marketing research. A smart rebranding strategy allows an entity the chance to meet the needs of consumers and investors, and is most often prompted by a gap between the espoused brand, and the actual brand image that others may have (Davies and Chun, 2002) or underperformance toward meeting the organizations goals (Kapferer, 1997).

When engaging in a rebranding effort, key issues include: focusing on how the brand should be changed; weighing the potential costs and benefits to a brand change; and, understanding and addressing the internal resistance that key stakeholders may have to the change (Merreilees and Miller, 2008). In addition, it is essential to carefully and thoroughly review an organization’s mission, vision and values — then, redefine in a way that translates into an image that is relatable to the targeted audience and sensitive to the customer base (Ewing et al., 1995). Finally, marketing literature emphasizes the need to re-vision the brand based on a solid understanding of the consumer, to meet both existing and anticipated needs (Merreilees and Miller, 2008). Though a rebranding effort can involve considerable commitment, the research is full of examples of companies that were able to revitalize their products, reputation and consumer buy-in by utilizing this process.

Application to Violence Prevention:

The evidence is clear and consistent that there is a significant gap between the espoused “brand” of violence against women prevention (i.e., inclusive, want men to join the movement, urgently relevant to all of us) and the brand perceived by the community (i.e., man-hating, choir-only, not their issue). Despite our best intentions, this branding crisis is resulting in the violence against women prevention movement remaining a largely choir-based, women’s only movement that has gained little traction in terms of broader community support in the past several decades. By better understanding and addressing the explicit and implicit concerns of the “consumer,” (community members we are trying to engage) we can reposition ourselves in a way that can reduce the obstacles that prevent more from joining prevention efforts. Another key application of the marketing research involves the importance of working closely with key stakeholders (i.e., current educators, advocates and direct service providers) to ensure they are fully engaged and supportive of the rebranding and any pockets of resistance are addressed.
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Senior Program Director Director, Program Developement for Underrepresented Communities Director Program Development for Underrepresented Communities

 


At Green Dot, etcetera,  our work goes beyond the Green Dot program itself. As leaders in violence prevention, we provide training, technical assistance, and program development for individuals, schools, and organizations both domestically and internationally as they work to foster safe communities. We are proud to be a technical assistance provider for the U.S. Department of Justice, Office o Violence Against Women Campus Program.  To learn more about that initiative, please visit our OVW Technical Assistance section.

 



Check out Dorothy Edwards discussing Green Dot on Kentucky Educational Television.

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We are collaborating with Hollaback! to support their amazing efforts to address street harassment. To learn more about street harassment and how you can do your part to reduce it, check out ihollaback.org.