Turmoil mascot marketing refers to the practice of utilizing mascots in marketing campaigns during times of turmoil or crisis. This strategy aims to capture attention and evoke positive emotions in order to build brand loyalty and generate customer engagement. During times of turmoil, such as natural disasters, social upheaval, or economic downturns, people often feel a sense of unease, fear, or uncertainty. In such circumstances, companies may face challenges in reaching and connecting with their target audience. Mascots can serve as a powerful tool in cutting through the noise and creating a positive association with a brand. Mascots are memorable and can effectively convey messages and values, making them an ideal choice for companies looking to establish an emotional connection with their customers.
“But noise about Warriors, Indians, the mascot in general, is overshadowing what’s closest at the moment to the best interest of the kids and the safety of the kids.”
One speaker, quoted in a 2015 story in this newspaper, suggested keeping the Indian mascot as a way of teaching the history of the school and the history of Indians in the area. As a boomer, my perception of brand mascots will differ from other generations, so I invited a few brand-conscious consumers to offer their perspectives on the topic.
Mascots are memorable and can effectively convey messages and values, making them an ideal choice for companies looking to establish an emotional connection with their customers. Moreover, mascots have the ability to humanize a brand, making it more relatable and approachable. One of the main benefits of turmoil mascot marketing is that it helps to create a sense of unity and solidarity during difficult times.
Turmoil continues over East Bay school’s mascot
CROCKETT — The fight over an image to represent John Swett High School continues to brew a year after the school board voted to retire the school’s longstanding Indians mascot amid protests from activists that it was a symbol of racism. Now, the school board is grappling with how to replace it in the wake of a backlash to its choice for a replacement, Warriors.
The Sacred Sites Protection and Rights for Indigenous Tribes (SSP&RIT), a Native American rights group, lobbied the Swett school district board to change the school’s mascot, calling the image racist and outdated. Last month, the board selected the Warriors, a replacement seen by some as being no better than the original because it has an established cultural association with images of Indians.
What the mascot will actually signify is still undetermined, as the district has yet to adopt an image to go along with the new name.
“It’s still offensive because nine times out of 10, it’s usually depicted as Native American, and that’s what we’re trying to get away from,” Angel Heart of SSP&RIT said. “Native Americans would like to be in control of their own images, and the school cannot represent rivalries still depicting themselves as Native Americans.”
Heart went on to say that Warriors mascots, with the exception of the Golden State Warriors — who use an image of a bridge and a basketball — usually conjure up stereotypical images of Native Americans and violence, two things that the school board had earlier voted not to endorse in making a new choice to represent the high school.
Opponents of the initial change told the board last year that they didn’t see the mascot as offensive or hurtful. One speaker, quoted in a 2015 story in this newspaper, suggested keeping the Indian mascot as a way of “teaching the history of the school and the history of Indians in the area.”
Representatives from SSP&RIT circulated a survey to students about a replacement mascot, with choices such as Wildcats, Raptors and Rockets. But school board members last month voted instead to select the Warriors, a choice that Heart and her group had protested from the start.
School board President Jerry Parsons said the decision was made while some board members were absent and that it was not necessarily indicative of the overall board’s position. Though he acknowledges that the new mascot may be offensive to some, he said the board has larger issues that it needs to address, such as rebuilding Carquinez Middle School in Crockett to bring it up to seismic standards.
“Basically, you’ve changed the name and put a band aid on it, it’s kind of a joke,” Parsons said, adding that he was not present when the board decided to select Warriors as the new mascot.
“But noise about Warriors, Indians, the mascot in general, is overshadowing what’s closest at the moment to the best interest of the kids and the safety of the kids.”
However, Molly Batchelder, a 1994 John Swett graduate and activist, said the sooner the district can right its wrongs, the better.
“When I was in high school, I didn’t know any better and we all dressed up as Indians and did the stereotypical behaviors that we learned. And then coming into contact with native people in activism and native right issues, I reflected back on that and was a little bit horrified at what I had done,” Batchelder said. “I wanted to be involved in stopping the legacy that we’re passing along to our youth that stereotyping and racist steretypical behavior, we need to stop it.”
The last effort to drop the Indian mascot at John Swett failed in 1998. Parsons says he has tabled discussion of the mascot and choosing an image until December. Superintendent Rob Stockberger and other board members were unavailable for comment.
SSP&RIT campaigned successfully to convince the Vallejo school district to drop the Apache mascot at Vallejo High School.
Sarah Tan covers Richmond. Contact her at 510-262-2789. Follow her at Twitter.com/sarahjtan.
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CROCKETT — The fight over an image to represent John Swett High School continues to brew a year after the school board voted to retire the school’s longstanding Indians mascot amid protests from activists that it was a symbol of racism. Now, the school board is grappling with how to replace it in the wake of a backlash to its choice for a replacement, Warriors.
By aligning themselves with a mascot, companies can demonstrate their support for those affected by the turmoil and position themselves as a trusted and empathetic partner. This can lead to increased customer loyalty and positive brand perception. However, it is important to note that turmoil mascot marketing should be approached with caution and sensitivity. Companies must be mindful of the current situation and ensure that their use of a mascot is appropriate and respectful. It is crucial to strike a balance between marketing objectives and the needs and emotions of the target audience. Overall, turmoil mascot marketing can be a powerful tool for companies to navigate challenging times and build meaningful connections with their customers. By leveraging the emotional appeal and relatability of mascots, brands can stand out from their competitors and create lasting bonds with their target audience..
Reviews for "Turmoil Mascot Marketing: Harnessing the Power of Nostalgia"
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