Marketing that Matters

This session was run by Prof. Douglas Holt, who is the L'Oreal Professor of Marketing at Oxford University. He specialises in the application of social and cultural theory to core branding issues. His most recent book, How Brands become Icons: The Principle of Cultural Branding develops a new cultural approach to cultural branding. At Oxford, he has launched an innovative interdisciplinary marketing area called "marketing, culture and society" which engages the civil and public sector in addition to business. The department is focused on applying socio-cultural marketing ideas to development and environmental issues.

Prof. Holt used the Global Foot Print Network website to illustrate his point. His definition of Brand was " What is out there in the world". In the area of branding for a social mission we need to focus on citizen behaviour. He talked about successful social entrepreneurs like Gandhi, Mandela, Martin Luther King who "delivered myths that mattered at the time"! He talked about the cultural branding framework and used examples from his research of brands in the history of the US.

Much of the lecture was esoteric and in the realm of business enterprise.

Marketing that Matters - 1hour 56min (Real Player required)