Archive for January 5th, 2012

HOT: Why is marketing important (and cool)?

January 5, 2012

Responding to MSB alums, before the holidays, I posted the first HOT:  Homa Online Tutorial – material right out of the classroom to you via the HomaFiles.

Since I’ve gotten some positive feedback, here’s another HOT topic … the relevance and importance of marketing.

Fact is, many folks think that marketing is nothing more than a bunch of b.s. being dished by shysters.

And, some folks (think finance majors)  regard marketing as unchallenging & touchy-feely … a discipline for folks who can’t cut it in finance.

Au contraire, mes amies.

In this session, I try to convey that marketing plays a central role in most companies, is highly analytical,  and – done right – is harder than it looks.

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Patagonia’s “Don’t Buy Me, but really buy me” campaign

January 5, 2012

Punch line: This holiday season Patagonia went on a limb and launched a “Don’t buy this jacket” campaign – including a full page ad in the NY Times – to address our culture’s love of consumption and the impact in has on the ecosystem. Do you buy it?

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Excerpted from brandchannel.com, “Are You Buying Patagonia’s “Don’t Buy This Jacket” Campaign?”

Patagonia raised eyebrows with its Black Friday/Cyber Monday message this year — “Don’t Buy This Jacket” — including taking out a full-page ad in the New York Times.

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It’s all part of the brand’s Common Threads initiative, which promotes sustainability and avoiding waste.

The message: “Cyber Monday, and the culture of consumption it reflects, puts the economy of natural systems that support all life firmly in the red. We’re now using the resources of one-and-a-half planets on our one and only planet.”

…”It’s time for us as a company to address the issue of consumerism and do it head on. The most challenging, and important, element of the Common Threads Initiative is this: to lighten our environmental footprint, everyone needs to consume less. Businesses need to make fewer things but of higher quality. Customers need to think twice before they buy.”…

Edit by KJM.

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