Marketing That Matters
Fri, March 28, 2008; 09:00 - 11:00
How can social entrepreneurs use marketing strategy to grow their ventures, spread ideas, and facilitate adoption of their models? According to Douglas Holt, L’Oréal Professor of Marketing at the Saïd Business School, conventional marketing techniques are not the way to go. organisations seeking to change culture and society need to take a socio-cultural approach to marketing. Holt developed cultural branding in his influential book “How Brands Become Icons: The Principles of Cultural Branding,” and has applied these concepts widely to some of the worlds most prominent social and private sector brands. Holt will show how social mission businesses and civil sector organisation can leverage cultural branding and will lead an interactive discussion on how to apply these insights to their organisations.