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.
Many organizations spend a lot of time and energy building strong brands —but they often fall short when it comes to strengthening their employer reputation.
“Employer branding” is no longer simply a concern for recruitment marketing; it is also a key component of effective organizational leadership. If organizations can’t attract, engage, and retain the right talent, they’re unlikely to achieve their goals and objectives. Continue reading “Employer Branding: Putting Money in the “Trust Bank””
Well here it comes brand activism the breakthrough concept in marketing management. This is clearly going to be a big opportunity for nonprofits and governments with major causes who are looking to partner with the private sector.
Historically, most brands have been marketed on their performance characteristics. “Our toothpaste is better than yours.” We’re better at “whitening teeth,” “preventing cavities,” or giving you “fresh breath.” Positioning is the name of the game in brand marketing. Continue reading “Brand Activism … Big Opportunity for Non-Profits”