The concept of pride affirms that we are who we are; Different, but not ashamed. He recognizes that the gay, lesbian, bisexual, and transgender communities should take pride in their sexual orientation and gender identity.
At the core of the PRIDE MOVEMENT is a sense of COURAGE, RESISTANCE, AND SELF-AFFIRMATION to believe in themselves; be who they are, be strong in the face of adversity.
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It is clear that emotions sustain the Pride movement. Via NeedScopethe psychological model of kantar that allows us to understand brand strategies in relation to human emotions, the central emotions of this movement were identified, which range from being different to being authentic, from being accepted to being open.
Once the emotional territories were detected, Kantar decoded some campaigns that are expressed in different spaces of needs, represented in colors according to the NeedScope model, and shows the various ways that brands have to express «Pride» according to their identity.
RED – Be Bold
Be bold and brave to stand up for change. Fearless and brave in pursuing freedom. Energetic in claiming the right to be who they are. Heroic in their efforts to speak their minds. Daring to take a strong stand for what they believe in. They are stubborn and determined, as they break free from the chains that bind them. They step forward with courage and unconditional resolve.
PURPLE – Have Confidence
Being confident to lead, having a significant impact, while breaking down barriers and showing the world who they are. Admirable in the steps they take to effect change, they influence others to come out with them. They are confident leaders who convincingly use their inner strength to impress and persuade.
BLUE- Be Focused
They are informed and aware, as they face the realities of the world, making informed decisions and thinking about the consequences. They are attentive and determined in their attempts to make changes. Determined and cunning as influencers. Cautious, they weigh the pros and cons of cautiously entering a new life.
COFFEE – Be True
They are courteous and understanding in the choices that need to be made, recognizing that the challenges are real and personal every step of the way. They are modest in their efforts to get on with the life they long for. They are caring and compassionate as they humbly deal with the day-to-day moments, nurturing their souls and the souls of others around them.
ORANGE – Be Receptive
They are respectful and relaxed. They take life calmly, they adapt to change, accepting the ups and downs of the road. They are a confident voice by encouraging others to join the cause. They are friendly and welcoming, as they join communities and work together to support and promote equality.
YELLOW – Be Carefree
They are carefree and cheerful, while enjoying life. Quick to celebrate moments with spontaneity. Excited in their efforts to be noticed, exuberant in giving themselves over to the freedom of the moment. They are full of energy, and they embrace the life they are predestined to live, reveling in all its splendor.