The 115-year-old National Association for the Advancement of Colored People (NAACP) has revamped its relevance in a significant way: by acting as a brand. The shift was largely brought go life by the NAACP’s Chief Marketing Officer, Aba Blankson, who joined the association in 2017. According to Blankson, there’s been a reduction in jobs promoting diversity, equity, and inclusion (DEI) in notable companies, prompting her to bring new strategies into play to counter such trends.
Blankson highlighted that true, meaningful change requires time, referencing America’s 400-year-old racial history as a context that can’t be overruled in just a few years. The NAACP’s aim is not just to observe corporal diversity efforts, but influence them to bring about authentic change. The NAACP’s updated strategy is to operate as a brand and to get a foot in the door of C-suite decision-makers across America.
Blankson conducted a reputational analysis to evaluate the NAACP’s reach and share of voice. In addition, she bolstered the association’s marketing and digital communication presence with new hires, increasing its visibility and impact with a larger and younger demographic.
Part of the visibility and influence strategy involves the NAACP engaging in high-profile events such as South by Southwest, Cannes Lions International Festival of Creativity, and Sundance Film Festival. By interacting with professionals in their own environments, the NAACP can build bridges and impactful relationships.
The NAACP’s concept of hosting town hall meetings, a practice predating the pandemic, was another method used to improve visibility. These meetings have covered critical issues like student loan debt and the Black community’s concerns about the Covid vaccine. Amid racial tensions, heated politics, and diverse corporate stances on DEI, Blankson’s approach has been to foster open discussions and maintain rational dialogues.
Despite the current corporate landscape seemingly shrinking in DEI commitments, Blankson retains a cautiously optimistic perspective that progress will eventually prevail.
Source: After 115 Years, NAACP Gains New Clout Using Brand Tactics.
