In this series we will investigate this transition
1. What defines new modes of power?
2. What are some of the new manifestations of power?
3. What categories will be affected first?
4. What brands are setting an example? Which are at risk?
5. What long-held brand principles bear re-examination?
For the greater part of history power has been patriarchal, resting on narrow notions of masculinity that were valued over other human traits. This was expressed through status derived from exclusivity, oppression, material wealth, and centralized authority. Institutions such as the Church, the University and Hollywood have long perpetuated this world view and “fixed“narrative.
Past attempts to challenge this system focused on gaining access to it. Today’s challengers don’t seek entry. We expect acceptance in our own right.
Today, new currents of interracial diversity, workplace diversity, gender fluidity, and globalization are creating a culture that defies labels, standardization, or permanence. Entrepreneurship and social media have made disruption commonplace and diminished institutional authority. “Resist”, "Persist", and "#metoo" movements are inspiring people to break out of a culture of silence, apathy, conformity, giving rise to new heroes and new perspectives. The result is a new relationship with Power.
What does this new strain of power look like? Much more layered, complex, dynamic. Less definitive or easy to label. It embraces difference (versus obsessing over it) – difference that is not around us, but in us, in our own histories, communities and cultural makeup. It chooses messy realities (pluralities) over monolithic order. It rests on actions and the values behind those actions.
In short, we see an emerging power structure derived from Plurality, Character, Fluidity and Relevance, not just Privilege.
This raises interesting questions for businesses and brands—especially those predicated on old power models, such as fixed standards, monolithic masterbrands, archetype heroes, and traditional gender assumptions. While these modes are not necessarily going away, the new one is making its mark.
To appreciate the change- let’s remember the Gillette man [IMAGE]. A former embodiment of Power, he was an archetype of masculinity, equal parts prowess, looks and control. Always shown “solo”, in the driver’s seat of a plane, car or corporation, he was meant to be idolized from afar. Always young. Always self-sufficient. Always out of reach. He was “the best a man can get.”
It’s hard to imagine introducing the Gillette Man today. Instead, we are seeing new heroes emerge and they are real people, like Danny Glover, Oprah, Laverne Cox—not idols or archetypes. They are “imperfect”, diverse, committed to their values and connected to a community.
More often than not, they don’t just embody power or desire for power, they empower. More often than not they create a platform for participation, more than a product or a vision. So much so Gillette has started to feel the need to find a way to connect to men differently with a preemptive ad about toxic masculinity.
This is a big change. And first in line to feel it as it gains momentum will be categories like Sports, Beauty, and Spirits, which have long operated under traditional power assumptions.
Take Victoria’s Secret– can its narrow definition of beauty, sex and sexy hold? Or J.Crew– will it need to evolve its vision of prestige, to keep it from being tainted by privilege? Or the NFL– will its views of masculinity, authority and uniformity- continue to resonate, or will they become dated and coopted by politics?
One brand offering a counterpoint is Nike, a brand that has experimented with expressions of power ranging from skill, to overcoming adversity, to willpower and now sacrifice and justice. The Kaepernick ad campaign is the latest form:
While certainly capitalizing on a high-profile standoff, Nike has chosen to celebrate a new form of power: that of standing up for those without a voice, of sacrifice for a greater good, of being “unpopular”. In the ads, Colin appears, not as a larger-than-life athlete on the "battle field", but as himself, a fellow hu-man.
This new image has become a symbol for social justice and change, as opposed to a status symbol for success, fame or money. Its power comes from inspiring solidarity, an idea that is highly extendable beyond sport, as shown below:
Similar opportunities exist for any brand with promise of power, beauty, pedigree, masculinity, femininity, energy, strength, health, youth, success, nostalgia, permanence. How will they adapt to new attitudes and new modes of power?
