Title: Marketing that Matters

Date: March 28, 2008

Description: How can social entrepreneurs use marketing strategy to grow their ventures, spread ideas, and facilitate adoption of their models?  According to Douglas Holt, L'Oréal Professor of Marketing at the Said Business School, conventional marketing techniques are not the way to go.  Organizations seeking to change culture and society need to take a socio-cultural approach to marketing.  Holt developed cultural branding in his influential book "How Brands Become Icons: The Principles of Cultural Branding,” and has applied these concepts widely to some of the worlds most prominent social and private sector brands.  Holt will show how social mission businesses and civil sector organizations can leverage cultural branding and will lead an interactive discussion on how to apply these insights to their organisations.

Panel:

• Douglas Holt, L'Oréal Professor of Marketing, Saïd Business School, University of Oxford

Coverage of this session:

• Blog Entries
  
• Video
  

Also at the Skoll World Forum:

• Storytelling in the Modern World

• The Challenges and the Opportunities of Nationality, Nationalism and Cultural Identity

• The Internet, Mobile Technology and Cross-Cultural Communication

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• Marketing & Communication

  Tech Solutions on a Shoestring, Hosted by Jason Clark

  Games Worth Playing, Hosted by Charles "Hipbone" Cameron

  Strategic storytelling and social innovation, Hosted by Michael J. Margolis

  Reid On Marketing, Blogged by Diana Reid

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