Occupy Brand Street

Occupy Brand Street

As committed people camp on Wall Street to Main Street-and someone think they should be committed - they are showing the power of resolve, technology, and community and, most impressively, their voice. Unlike a political movement, let's understand this is a consumer movement.  The idea of the Consumer Voice maybe Times Man of the Year.

We are now seeing the power of that voice impact consumer brands

-First Netflix, and then this week, Bank of America.  In speaking to a business school class last week, I was challenged by my assertion that Netflix will be the "new Coke" of this decade. Many of you maybe too young to remember the debacle that was new Coke in 1985.  But after 100 Years the iconic can and formula were changed.

Coke a cola decided to change its formula to great fanfare. That included the new beverage arriving at the Lincoln Center and I believe the Statue of Liberty. The backlash was like anything we had seen before.  Netflix may be worse. Netflix changed its pricing plans by separating streaming from DVDs and suddenly consumers’ bills doubled over night. Moreover, DVDs were known as Quickster-destroying a brand that had "hero" attributes and turning it into a villain. From a branding standpoint, “Qwikster” spin off would have been partly understandable if they were planning to spin it off.

Netflix CEO Reed Hastings quickly apologized but did not change the pricing.

Consumer’s voice was heard through Twitter and emails and with their wallets- 100,000 people left and the stock is down 30%--- and Occupation Netflix was complete. Plans were being restored

Occupation Bank of America took hold this week as consumers pushed back on a $60 a year fee for use of a debit card. The policy was revoked.

So how far can this Occupy Brand Street take us? Perhaps to the White House where this group now can influence an election easier than Bank of America.  But my bet is Airlines and cable systems -especially Comcast. 

I do wait for the day sports fans don't show up at Fenway Park to protest ticket price increases-- that would truly make a great visual statement

We are the voice of change...occupy away