Brand Activism the Breakthrough Concept in Marketing Revisited

Last year I posted a blog on brand activism, the breakthrough concept in marketing management.  My position as a public sector and non-profit marketer was that this was clearly going to be a big opportunity for non-profits and governments with major causes who are looking to partner with the private sector.

I also mentioned in my blog, that brand activism was going to grow because the millennial generation who live in a world filled with constant problems – air pollution, bad drinking water, crimes. Many would like brands to show concern not just for profits but for the communities they serve, and the world we live in. In fact, more and more millennials are yearning for jobs that have a higher meaning than profit-making.

Continue reading “Brand Activism the Breakthrough Concept in Marketing Revisited”

Share

Demarketing: The Next Wave in Marketing

In 1969, Levy and Kotler co-authored a paper in the AMA’s Journal of Marketing titled “Broadening the Concept of Marketing.” They laid out the idea that marketing was about more than goods and services, it was about places, people and ideas. Instead of simply focusing on soap, toothbrushes and televisions, they wanted to expand marketing to cover cities, ideas and policies.

Continue reading “Demarketing: The Next Wave in Marketing”

Share