Editor's Comment: Riots Pose Tough CSR Questions

Marketing, August 17, 2011 | Go to article overview
Save to active project

Editor's Comment: Riots Pose Tough CSR Questions


What are we wearing today as we flick through Marketing? Head-to-toe Adidas, acquired from JD Sports? No, thought not, somehow.

In the aftermath of last week's riots, some marketers will be pondering the smoking ruins of their brand, at least as it is viewed by the middle classes. Most of the rioters were in their teens and early-20s - the exact demographic courted by the makers of sporting apparel Brand-owners were quick to condemn those whose clothes bore their logos, now associated with burning cars.

Was this disingenuous? After all, Adidas will this week launch a campaign featuring a 'rapper, gangmember and convicted criminal', as one national newspaper described the brand's long-term ambassador, Snoop Dogg.

You want edgy and dangerous? You got it. How else do you prise open the wallets of the 'yoof'? Meanwhile, bloggers and Twitter users made jokes about bookseller Waterstone's not needing to board up its windows, unless the featured book was a spin-off from The Jeremy Kyle Show.

Some brands may emerge stronger, through their own actions, or those of their loyal consumers.

The rest of this article is only available to active members of Questia

Sign up now for a free, 1-day trial and receive full access to:

  • Questia's entire collection
  • Automatic bibliography creation
  • More helpful research tools like notes, citations, and highlights
  • Ad-free environment

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
Loading One moment ...
Project items
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited article

Editor's Comment: Riots Pose Tough CSR Questions
Settings

Settings

Typeface
Text size Smaller Larger
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

While we understand printed pages are helpful to our users, this limitation is necessary to help protect our publishers' copyrighted material and prevent its unlawful distribution. We are sorry for any inconvenience.
Full screen

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.

Are you sure you want to delete this highlight?