Category Archives: Conscious Marketing

Agnotology – Studying the spread of ignorance

How do people or companies with vested interests spread ignorance and obfuscate knowledge? Georgina Kenyon finds there is a term which defines this phenomenon.

This phenomena is the primary reason why Marketing has the reputation of misleading or confusing customers. Thoroughly understanding this phenomena and ensuring we, as future Marketers, do not contribute to it is crucial in sustaining a customer’s belief in any marketing communication.

Read the entire article here:

Source: The man who studies the spread of ignorance

Converse beautifully entwines itself with the musicians

The Converse rubber tracks studio is in Brooklyn and offers free recording time to musicians who otherwise may not be able to afford it.

How great is that! This is a great example of evolved symbiotic marketing wherein the brand fully understands its consumer and invests in empowering him.

Converse Rubber Tracks Pop Up Studio in Barcelona, Spain
Converse Rubber Tracks Pop Up Studio in Barcelona, Spain

Its not only free studio time thats on offer here, Converse also hosts pop up studios all over the world providing musicians a chance to record, with no expectations of shoe promotions in return.

Budding, working musicians can apply online http://www.converse.com/rubbertracks post which their application is reviewed and a call to gauge exact requirements is made followed by scheduling of the meeting.

This is what Converse had to say in an interview with Fast company:

AS A MARKETER, WHEN YOU FIGURE OUT WHO YOUR CORE CONSUMER IS, YOUR JOB IS TO OBSESS OVER THEM AND SERVE THEM.

I say include this in Marketing’s 5 Ps or 7 Cs or whatever the age old theory still preaches.