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Unmarketable

I just finished reading Unmarketable by Anne Elizabeth Moore and while I devoured it quickly, it's taken me a few days to really organize my thoughts about it. The premise is that the punk and DIY movements of the past 20 years have been ripped off (ahem: co-opted) in today's non-traditional marketing tactics. She demonstrates this by showcasing several case studies of marketers (e.g. Nike, Toyota Yaris, American Girl) doing wrong by these very earnest and passionate communities including graffiti artists, punk rockers, crafters, and zinesters.

As a former Manic Panic-using, Bikini Kill-worshipping outsider myself it's a fascinating indictment of my profession and an argument that I personally struggle with. Then I look around at industry events at all the other "sell-outs" in the room who play with their bands late on school nights or write poetry on their lunch breaks and I really don't see the difference between "us" and "them."

As Ms. Moore proves in her book, the line is blurring more and more every day...soon there may not be a line anymore. Whether that's alarming or comforting depends on your point of view, but I think if we all make personal and professional decisions based on integrity and respect, we'll all get along just fine. Feel free to disagree with me, though.

- Jen Scott



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  This spirited, open forum by Maxwell PR staff members, studio mates and colleagues features people who are, in our opinion, doing the right things to get people talking. You'll see us rave about organizations building communities and rant about those who are missing obvious opportunities. We sprinkle in a little marketing and PR rhetoric from time to time for extra vigor and enthusiasm, and will share observations and insight based on our own experience honing our craft every day.  
 

 

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