@pspear’s defense of qualitative research offers another argument for the limitations of the engineering & economic mindsets that frame business today.
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 goat doesn’t’ help when its […]
@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 he’s an advocate for the […]
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 For Real Beauty only a […]
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 is to convince potential customers […]