Have you ever heard of "murketing"? It's an intriguing advertising approach that diverges from direct product sales, focusing instead on brand identity.
The goal? To create a brand image that appears indifferent to whether the consumer purchases the product while simultaneously generating buzz and a cultural "scene" around it.
Origin and Usage: The term "murketing" was coined by writer Rob Walker, blending the words "murky" and "marketing." Walker also referred to it as "The Marketing of No Marketing." The concept was first introduced in his 2008 book "Buying In: The Secret Dialogue Between What We Buy and Who We Are." He conceived the term while covering a story for Outside Magazine in Cuba, describing Red Bull's ambiguous marketing tactics during a kiteboarding event. Today, "murketing" is used by media critics and marketers to highlight subtle advertising strategies.
How Does Murketing Work? Murketing tactics involve:
Strategic Brand Placement:Â Partnering with events, influencers, or locations that resonate with your target audience. Imagine sponsoring a music festival to connect with a younger demographic.
Building a Community:Â Fostering connections and conversations around a shared interest, not just your product. Hosting workshops or meetups relevant to your brand's values is a great way to do this.
Letting the Cool Factor Speak for Itself: Embrace a sense of mystery and let your brand image do the talking. This can be achieved through visually appealing content or unexpected collaborations.
How Brands Use Murketing for Success
Two notable examples of successful murketing are Pabst Blue Ribbon (PBR) and Red Bull.
PBR's Anti-Establishment Aura:
PBR, a blue-collar heartland beer, witnessed a surge in sales among rockers and skaters. Why? Because the company deliberately avoided aggressive promotion.
Instead of pushing its product, PBR hosted events at independent art shows, appealing to its real target audience.
The result? PBR became a symbol of rebellion against convention, all without overt marketing efforts.
Red Bull's Unique Approach:
Initially a little-known energy drink in Europe, Red Bull achieved fame through diversification and clever marketing.
By positioning itself in extreme sports and nightlife, Red Bull attracted diverse consumers.
Their secret? A cool, exclusive reputation maintained through strategic sponsorships of skateboarding competitions and club events.
The Murketing Takeaway: It isn't about aggressive promotion; it's about creating a buzz around your brand. By focusing on unconnected events and leveraging your brand's presence, you can build a society of enthusiasts who champion your product.
Remember: Sometimes, it's not about selling—it's about sparking curiosity and fostering a community.
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