Read This: Brand Content (of Your Character)
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Brand Content (of Your Character)
In which a simplicity-embracing septuagenarian makes a roomful of marketers laugh awkwardly and stare at their Toms:
"When I die – and go to hell – the devil is gonna make me Marketing Director of a cola company. That’s a product with a few cents worth of flavorings and high fructose corn syrup and water – and it’s guaranteed to give you diabetes and make you fat. So I’d have to build a marketing campaign and pay high-priced celebrities to lie about how they love the product… and I’d probably have to use a bunch of now worthless words like authentic, gourmet, natural, sustainable, adventure… all words that have been overused and mean nothing anymore. I may even have to reinvent the Marlboro man or something..."
Read the rest of Yvon Chouinard's speech (and Chuck Kent's take) over on LinkedIn.