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naik ne blaik livs maitar (beeelem) virodhiyon se kolin kaaparanik ka samarthan karane vaale apane abhiyaan ke lie 2017 mein aur proksee dvaara, beeelem aandolan ka samarthan kiya. ab, daanv kaaphee adhik hone ke saath, blm ke samarthan ke bayaan jaaree karane vaale braand bhee blm samarthakon se baikalaish ho rahe hain – pradarshanakaaree, paakhandee ya avasaravaadee ke roop mein aane ke lie.

nateejatan, kaee braand saamaajik nyaay ke muddon par rukh karane se darate hain, kyonki ve upabhoktaon ko alag nahin karana chaahate hain. phir bhee yuva upabhokta tejee se braandon ko saanskrtik muddon ke saath sanrekhit karane aur vakaalat prasaarit karane kee ummeed karate hain. sahastraabdee aur janaral jed apanee khareed kee shakti ko kam kar rahe hain, ve bhee sahaanubhooti aur maanavata ke lie ek sambandh pradarshit karane ke lie netrtv ke lie bula rahe hain. to, dhruveekaran mudde ke saath saamana karane par braand kaise jimmedaaree se kol ka javaab de sakate hain?

navambar mein, mainne is prashn ko ek painal par rakha tha jise mainne kahaanee aur bahusaanskrtik vipanan ke bhavishy ke baare mein futr samooh ke lie sanchaalit kiya tha. yah kaee pramukh prashnon mein se ek hai jisake saath vipanak sangharsh kar rahe hain. javaab jatil hai.

tatasthata sabase khataranaak jagah hai

blaikarok ke vaishvik mukhy vipanan adhikaaree phraink koopar iii ka kahana hai ki aap ise eeesajee (paryaavaran, saamaajik kaarak aur shaasan) ke lens ke maadhyam se dekh sakate hain. “jyaadaatar kampaniyon aur vipanak ee aur jee par lag gae hain. ve ise praapt karate hain,” ve kahate hain. udaaharan ke lie, jalavaayu parivartan par kon rakhana aasaan hai, kyonki yah ab tak vivaadaaspad nahin hai.

“es avishvasaneey roop se gadabad hai,” koopar kahate hain, “kyonki isamen shram adhikaar shaamil hain; isamen dhan asamaanata shaamil hai; isamen nasleey nyaay shaamil hai; isamen lgbtq adhikaar shaamil hain; aur un sabhee adhikaaron ko antarnihit karana ek naitik prashn hai. isalie yahee kaaran hai ki bahut saare korporet neta isase chalate hain. difolt sthiti tatasthata kee hai. ” haalaanki, ek dhruveekrt duniya mein jahaan log kampaniyon se rukh apanaane kee ummeed karate hain, tatasthata ek vikalp nahin hai.

“vaastav mein, sabase khataranaak jagah tatasthata hai, kyonki aap ise donon taraph se praapt karane ja rahe hain,” koopar bataate hain. “aur isalie mujhe lagata hai ki aage badhane ka tareeka aapakee samajhadaaree ko khojana hai: aap kyon maujood hain, aap duniya mein kaise yogadaan dena chaahate hain, aap maanavata ko kaise aage badhaana chaahate hain, aur us sachchaee mein khade rahana chaahate hain. aur ek baazaariya ke roop mein, balki ek kampanee ke neta ke roop mein aapaka kampaas hona chaahie. ”

koopar spasht karata hai ki kampanee ka uddeshy usake siddhaanton ke samaan nahin hai, na hee yah kya karata hai, na hee yah kaise karata hai. “aap duniya mein kyon maujood hain ham jo dekh rahe hain, vah karmachaariyon, graahakon, aapoortikartaon, sheyaradhaarakon aur samudaayon sahit tejee se hitadhaarakon, jisamen kampanee “sanchaalit kar rahe hain” poochh rahe hain ki kya aap vaastav mein maanavata kee madad karate hain, jisase duniya ko madad milatee hai? is uddeshy kee abhivyakti hai. aur vah braanding ke baare mein sab kuchh badal deta hai.

sambandhit: applai, chomchast, asamaanata se ladane ke lie badee kampaniyon kee vachanabaddhata ke beech varnamaala

samaavesh kee apanee sanskrti se shuroo karen

bahut saaree kampaniyaan daii ke baare mein ek bada khel bataatee hain lekin vyavahaar mein yah paryaapt nahin hai. yadi koee braand saamaajik nyaay ke saath gathabandhan karana chaahata hai, to vah vakaalat mein kaise badh sakata hai? aap is uttar ke lie ek notabuk nikaalana chaahate hain. yah eleksis ker, kaidilaik ke pramukh bahusaanskrtik vipanan se aata hai.

vah kahatee hain ki yadi aapaka braand aitihaasik roop se aphreekee amerikee, elajeebeeteekyoo ya hispainik samaanata jaise muddon par chup raha hai, to ab isake baare mein baaharee roop se baat karana shuroo karana mushkil hai kyonki ham naagarik ashaanti kee avadhi mein hain. aapako aantarik roop se shuroo karane kee aavashyakata hai. ker ek baatacheet-se-nishpaadan kee rananeeti ka ek aakarshak udaaharan deta hai jo kaidilaik ke lie kaam kar raha hai, aur kampanee ke grhanagar detraayat mein kaale samudaayon ke lie.

“pahala tukada vaastav mein ek rananeetik yojana hai aur aantarik roop se apane karmachaariyon ko sun raha hai, kyonki jahaan aapakee bahut vakaalat shuroo hotee hai,” ker kahate hain. baaharee prayaason ka vahaan se vistaar hoga.

“ham joon mein hamaaree kaaryakaaree teem aur hamaare sabhee aphreekee amerikee karmachaariyon ke saath baatacheet shuroo kar chuke hain,” ker kahate hain. vah kahatee hain ki kampanee ne blaik laivs maitar ka samarthan karate hue ek baaharee bayaan bhee diya, lekin asalee phokas aantarik baatacheet thee. “hamaare paas hamaare adhikaariyon ke saath phaayaring kee gaee chait thee.”

nishpaadit aur kaale karmachaariyon ke beech ye aantarik vaartaalaap ek salaah kaaryakram mein vikasit hua. ker ne isake baad behosh poorvaagrah prashikshan ke saath, aur phaayarasaid chait kee saamagree se, kampanee ne ek kahaanee shrrnkhala vikasit kee. “pahale ek naagarik ashaanti ke aasapaas aur aphreekee amerikiyon ko kaisa lagata hai. disambar mein hamaare paas ummeed kee kahaaniyaan theen, hamaare karmachaariyon se vijay kee kahaaniyaan, “ker bataate hain. “aur andaaj lagaiye kya? is varsh aisa lag raha hai ki samooh hamaare kaale karmachaariyon kee tulana mein adhik vividh ho gaya hai. ” kahaanee shrrnkhala ka vistaar elajeebeeteekyoo aur hispainik karmachaariyon ke drshtikonon kee kahaaniyon ko shaamil karane ke lie kiya jaega. “jo vividhata, ikvitee aur samaavesh hai,” ker kahate hain.

kaidilaik kee daii rananeeti ka ek any ghatak spaik lee kee vigyaapan ejensee spaik deedeebee ke saath kaam kar raha hai, jisake saath unhonne pichhale ek dashak se bhaageedaaree kee hai. ker kahate hain ki blaik-eleedee ejensee ke saath kaam karane se unhen jhukaav aur 360 digree ke drshtikon mein madad milatee hai.

“aur isake saath, parivartan aata hai.”

baahy roop se, kaidilaik ne vitteey samarthan ke saath apane saarvajanik bayaan ka paalan kiya jahaan yah maayane rakhata hai. “[2020 mein ham] ne un kaaranon ka samarthan kiya hai jo vaastav mein aphreekee amerikee samudaayon kee madad karate hain,” ker kahate hain. “ham jaanate hain ki kovid -19 ke kaaran 40% se 50 pratishat kaarobaar kaale aur bhoore rang ke ho chuke hain. to ham kya karate? hamane apane grhanagar, detraayat mein shuroo kiya. ham yahaan chhote kaarobaariyon ke saath netaon ke saath lage hue hain. ” unhonne da lip baar ke sansthaapak aur seeeeo melisa batalar, reebraand siteej ke sansthaapak aur seeeeo haj phlemings aur elis inphinitee bevarej kampanee ke sansthaapak aur seeeeo nelha elis-braun ko sthaaneey blaik bijanes leedars kaidilaik ka samarthan kiya hai.

ker kahate hain ki aagaamee sakriyan aur sanlagnak hain jo blaik aur braun samudaayon kee madad karane ja rahe hain, aur blaik histree manth ke lie kuchh khaas hai. lekin ye sabhee aantarik kaary ke phal hain.

kul yog keval praarambhik baatacheet se adhik hai. sangathan kin kaaryon ke lie taiyaar hai, isake baare mein “ham kaidilaik mein kadam rakha hai,” ker kahate hain. “hamaare netrtv ne mere dvaara shuroo kie gae prayaason ka 100 pratishat samarthan kiya hai, aur 2021 mein ham ise aur jaaree rakhane ja rahe hain.”

sambandhit: yahaan bataaya gaya hai ki kaise bijanes leedars jorj phloyad protest ka javaab de rahe hain

braands ko logon kee seva karanee chaahie aur sunane mein badalaav karana chaahie
ker aur koopar donon ne graahakon kee maanavata kee maarmik yaad dilaee aur pratyek graahak ko tanaavon aur sangharshon ke baare mein jaagarookata ke saath milane ka mahatv bataaya.

bre ne telar hatyaakaand mein adaalat ke phaisale ke baad ker ne peechhe hatane aur ek pal (kuchh din ya saptaah hone kee) kee aavashyakata ke baare mein baat kee. vah kahatee hai ki usane khud ko ek ashvet mahila ke roop mein sansaadhit karane mein ek kshan liya, lekin ek nae abhiyaan ya lonch mein bhaag lene se pahale saanskrtik pratikriya sunane ke lie, bhale hee vah nirdhaarit kiya gaya ho. yah maanavata ko shedyooling se oopar rakhata hai jo kuchh sangathanon ko videshee lag sakata hai. lekin saanskrtik sunana bahusaanskrtik vipanan ka hissa hai.

koopar sunane ke mahatv ko phir se bataata hai. “mujhe lagata hai ki hamen ek maanasikata mein badalaav karana hoga ki ham aise braand vikasit kar rahe hain jo logon kee seva karen. braand jo seva karate hain, “vah jor dete hain. “kaee vipanak havai ke aadhaar par shuroo karate hain, mere paas bataane ke lie ek kahaanee hai, aur main aapako apanee kahaanee bataane ja raha hoon, aur aap sunane ja rahe hain. aur aap sunane ja rahe hain kyonki mainne aapako sunane ke lie bhugataan kiya hai. aur phir log ise anadekha karate hain, “koopar kahate hain.

“lekin agar ham ise apane sir par palataate hain aur ham logon kee seva karate hain, aur ham vyaapak darshakon ke baare mein nahin sochate hain – ham sambhav sabase chhote vyavahaary darshakon ke baare mein sochate hain – aap logon ko mooly pradaan kar sakate hain aur unake anubhav ko badha sakate hain.” koopar ka kahana hai ki braand yah sunakar kar sakate hain ki log kya chaahate hain, maanaveey jarooraton ko poora karane ke lie, gyaan, kaushal aur jaanakaaree jaisee cheejon kee peshakash kar rahe hain, ya jeevit rahane kee bhaavana. “aur mujhe lagata hai ki jahaan hamen braandon ke roop mein jaane kee aavashyakata hai.”

2017 mein beeelem upabhoktaon ne apane sneekars ko jalaane ke baad naik ko nukasaan nahin pahuncha. ve sun rahe the. adhik vipanan netaon ko aaj hee karana chaahie.