Tag: Peter Spear

The Root of Marketing’s Problem With Culture — Part 2

@pspear's defense of qualitative research offers another argument for the limitations of the engineering & economic mindsets that frame business today.

/ February 13, 2014

5 Ways To Stop Making Stupid Mistakes With Culture

The Mountain Dew goat ad.  It's offensive on a lot of levels: Lineup of suspects is all black men.  Except for a goat? The badly battered victim (black-eyed and on crutches!) is a white woman.  This, lazily, plays on racists fears of black men “defiling” white women.  Ugh.  And the...

/ May 2, 2013

POVs on Cultural Leadership: Peter Spear

@pspear Those of you who know me know that Twitter is my social medium of choice. I've just been able to connect with and be inspired (and provoked) by a lot of smart people.  Case in point: Peter Spear, who calls his work "brand listening". What that means is that...

/ April 10, 2013

More on the Purpose-Driven vs. Cultural Leadership Debate

The conversation on cultural leadership continues.  Below is a follow-up to brand strategist Peter Spear's response to my post on why purpose-driven marketing is not cultural leadership. Peter, thanks for your thoughtful response. I really appreciate the chance to have this dialogue. Let's dive in. First, was the Dove Campaign...

/ April 9, 2013

Why Purpose-Driven Marketing Is Not Cultural Leadership

Purpose- or values-driven marketing is turning into the hot idea of late.  Here's how the NY Times described it: Purpose marketing, also called pro-social marketing, advertising for good and conscious capitalism, woos consumers with information about the values, behavior and beliefs of the companies that sell the products. The goal...

/ April 7, 2013