Strategic brand management is a well-advised and profitable route. If a brand can capture the hearts and minds of its hard-to-please consumers and, even better, harness a 'spirit of the times', it will benefit from commitment, passion and even advocacy.
Shifting subtly away from an attitude of "maximize profits this quarter at all costs" does not mean you leap right from capitalism to communism; it just means you take into account a broader definition of value to the organization and community.
If a thriving multi-billion euro corporation asked you to provide free marketing services for it, would you do it? If you plan on taking part in "Arthur's Day" on Thursday, Sept. 27, that's exactly what you will be doing.
I was in Rio to cover the Diageo Reserve World Class global bartending final. She was in Rio to promote Johnnie Walker's high-end Blue Label whisky, for which she is the spokeswoman. I scored an interview with her -- a five-minute interview, but an interview nonetheless.
It is far less an appeal to reason, and far more a campaign to preach to the choir, to circle the ideological wagons of the members of the tribe, and rally the troops around Heartland's deeply conservative and libertarian ideals.