When public opinion redefines brand boundaries
Case study: Public Affairs
Objective
Against a backdrop of rising expectations regarding corporate engagement, SNCF wanted to assess the perception of its brand image and its credibility when taking a stance on sensitive issues.
Approach
A dozen groups organized according to sociopolitical profiles worked on a collaborative visual mural to bring to light the perceptions, narratives, and expectations associated with the brand.
Impact
The analyses revealed the representations at play and identified narrative levers that can bring people together across cultural and ideological divides, in a context of increasingly fragmented public opinion.
In-depth exploration of evocations associated with the brand
Understanding collective perceptions
Groups were set up based on political and cultural criteria (values, beliefs, worldviews, voting behavior, etc.) to reflect the diversity of perspectives relative to the brand. This approach enabled to gain a detailed overview of evocations associated with SNCF within “social bubbles.”
Deep-dive into the narratives that shape the brand
Discussion focused on a “brand mural,” a collaborative solution inspired by climate murals. This enabled to bring to light spontaneous narratives related to the brand’s history, identity, and future vision.
Pinpointing the cornerstones of an astute narrative
Putting discussion into context helped identify the tones of voice, standpoints, and themes that are met with the broadest approval. It shed light on the conditions required to ascertain a credible stance relative to sensitive topics, in line with public expectations.
Sociopolitical narratives associated with brands are playing an increasingly important role. Mapping them helps mitigate the risk of adopting a stance that fails to reflect increasingly fragmented public opinion.
Gaspard Jaboulay
Ifop Opinion
The brand versus fragmented public opinion
By mapping the sociopolitical perceptions associated with SNCF, this study provided a better understanding of the expectations, attitudes, and areas of concern that shape public opinion. It helped the brand tailor its stances, communicate its commitments more effectively, and craft narratives that resonate with audiences holding contrasting perspectives.
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