Thursday, February 21, 2002

WOULDN'T YOU LIKE TO BE A PROTESTOR TOO?: Andrea See argues that NGOs need a good marketing strategy if they're ever going to be taken seriously. She says:

If the corporates can co-opt the 'hipness' of the activist counterculture, why can't the activists fight fire with fire? There should, no, must, be a plan to work out the brand image of each movement, and a co-operative effort to link their brands under one cohesive 'best interests of the world' global brand (where the individual brands are seen as discrete but equally important extensions). Maybe it's cool to be part of a subculture, where the mainstream just doesn't get it, but if we truly desire change in our space, we need to be more pacifist-guerilla marketing about it.

It's sort of a practical suggestion for the protest kids (as Matt Welch always calls them) that marketing is a potent and possibly non-evil or at least morally neutral way to reach people. I would add to this Matt's suggestion that protest kids start reading The Economist.

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