BUMKC POV Book 2024

BUMK POV BOOK VOL. 2

2024

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BUMK POV BOOK

TABLE OF CONTENTS HOW CREATIVITY WORKS ITS MAGIC IN MARKETING NVIDIA: THE NEW TECH GIANT RETAILTAINMENT: CREATING AN ENGAGING SHOPPING EXPERIENCE HOW ‘DEADPOOL AND WOLVERINE’ IS POISED TO REVIVE THE MCU 4

NAVIGATING BOSTON’S SPORTS CULTURE: HOW LOCAL TEAMS PROPEL MARKETING SUCCESS

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SOCIAL MEDIA IS INCOMPATIBLE WITH REALITY

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MARKETING OR MANIPULATION? THE LUXURY GOOD INDUSTRY’S SHADOW TACTICS

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MARKETING STRATEGIES OF MUSIC VENUES IN BOSTON AND CAMBRIDGE TO APPEAL TO VARIOUS AUDIENCES

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REDISCOVERING ITS ROOTS: THE REBRAND OF BANANA REPUBLIC

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HOW CREATIVITY WORKS ITS MAGIC IN MARKETING

QST ‘27

Introduction

Josh Jana

I’m from Edison, New Jersey, and my background is in music composition, where I honed my skills in experimentation and building emotional resonance through music yet challenging to create something memorable. My experience translates perfectly to the world of business, where I focus on the world of entrepreneurship at the BUild Lab. This pursuit of creative expression translates perfectly into my marketing aspirations. I believe effective marketing campaigns require the same level of experimentation and focus on leaving a lasting impact on your audience. I’m thrilled to join the BUMC content committee and leverage my creative skills to develop engaging content!

In today’s crowded marketplace, where consumers are surrounded by messages and increased social media consumption, standing out requires a special touch that will remain inside the consumer’s mind, like the slogan “ Just Do It” by Nike. An American, on average, will have been exposed to 4,000-10,000 ads per day, so how do you stand out amongst the competition?

That’s where creativity comes in. The secret ingredient transforms marketing from a bland necessity to a captivating force that drives engagement and sales. Creativity doesn’t just stem from marketing but from business in general. Creativity in business enables innovative problem-solving and helps companies find unique solutions to challenges, giving businesses a competitive edge and boosting productivity.

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Example of Successful Usage of Creative •

Nike: In 1988, Nike launched the “Just Do It” campaign, featuring both professional and amateur athletes sharing their accomplishments and inspiring views to do the same. One of their advertisements featured an 80-yearold marathoner named Walt Stack, who ran 17 miles every morning. This inspired thousands of people and became the symbol of what Nike is today, still capturing the emotional connection with the audience.

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Dove: In 2004, Dove launched the “Real Beauty” Campaign, featuring research and reports that only 2% of women consider themselves beautiful.

The campaign featured real women being in place of models on billboards.

The mission of the ads highlighted how harmful the beauty industry could be to young women and redefine beauty. It was a success and sparked the initiative of making beauty a source of confidence, not anxiety.

The Spark of Originality: Capturing Attention Now, how do you do it? It’s easy to market, but difficult to master. It isn’t just about catchy slogans or funny commercials (although those can be powerful tools). It’s about finding fresh perspectives and innovative approaches that grab attention. Think outside the box: •

Unique storytelling: Craft narratives that resonate with your audience’s emotions and aspirations. Make it personal. For example, in 2014, Coke-Cola with the “Share a Coke” campaign. Just by putting popular names and labels, they saw an increase in sales by 2%

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Unexpected formats: Explore interactive content, immersive experiences, or user-generated campaigns to break away from the norm. With the rise of online consumption, try inviting your consumers to take part in creative social media campaigns that can forge personal ties with your brand, while also making it entertaining. For example, companies like McLaren use TikTok to show their brands, while also incorporating humor and answering questions in the comments, even if they are silly.

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Keep it simple: There is a lot to say, yet very few to capture the attention.

Most consumers don’t want to read long and overcomplicated text so try to make it short and catchy. Some examples are “Red Bull Gives You Wings” from Red Bull and “Finger-licking Good” from KFC.

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Beyond the Buzz: Building Connections

Creativity is a Journey, Not a Destination

Ok, you have the creativity, now what? Creativity isn’t as simple as presenting something unique, it’s also trying to capture the people around you and retaining new audiences. It’s about building genuine connections with your target audience.

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Marketing is a dynamic field, and so is creativity. Don’t be afraid to experiment, take risks, and learn from successes and failures.

Understanding your customer: Deep empathy for your audience’s needs and desires allows you to tailor your message to resonate more deeply, depending on your company’s mission, tailoring your marketing towards them, and making them feel important.

Emotional engagement: Move beyond features and benefits. Tap into the emotions that drive purchase decisions. For example, a veteran’s Raptor (truck) was in an accident, but the driver said that the truck saved his life.

Ford decided to deliver the veteran a free car for survival and his service.

This created a deep connection and care for the audience.

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Embrace collaboration: Foster a culture of creative thinking within your team.

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Stay curious: Keep an eye on emerging trends and technologies to inspire fresh ideas.

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Measure and adapt: Continuously analyze your results and refine your approach based on what works.

By harnessing the power of creativity, you can craft marketing campaigns that cut through the noise, connect with your audience, and ultimately drive business growth.

Building trust: Creative marketing that feels authentic and transparent fosters trust with your audience. Delivering your deliveries is important, from fixing a problem in the service to providing compensation for those affected.

The Art and Science: Balancing Creativity with Strategy While a burst of creative genius can spark a great campaign, true marketing magic happens when creativity meets strategic thinking.

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Data-driven insights: Use market research and customer data to inform your creative direction.

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Measurable goals: Set clear objectives for your campaign and develop metrics to track the effectiveness of your creative choices.

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Strategic channels: Choose the right platforms and formats to reach your target audience where they spend their time.

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Bay Atlantic University. “The Importance of Creativity in Business: A Skill of the Future.” Bay Atlantic University - Washington, D.C., 8 Nov. 2023, bau.edu/blog/importance-of-creativity-in-business/#:~:text=Frequently%20Asked%20Questions-,Why%20is%20creativity%20important%20in%20business%3F,competitive%20edge%20and%20boosts%20productivity.

Dean, Brian. “Social Network Usage & Growth Statistics: How Many People Use Social Media in 2024?” Backlinko, Backlinko, 21 Feb. 2024, backlinko.com/social-media-users.

Joshua. “Marketing Tips to Catch Your Audience’s Attention.” Deksia, Deksia, 21 July 2022, deksia.com/blog/branding/marketing-attention-tips.

Nielsen, Ashley. “7 Ways to Connect with Potential Customers through Marketing.” DailyStory, 22 Dec. 2023, www.dailystory.com/blog/7-ways-to-connect-with-potential-customers-through-marketing/.

St. Bonaventure University, September 18. “The Ten Most Successful Marketing Campaigns of All Time.” Online Masters Programs from St. Bonaventure University, 7 Sept. 2023, online. sbu.edu/news/successful-marketing-campaigns.

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NVIDIA: THE NEW TECH GIANT

Jack Wallace QST ‘27 I’m Jack Wallace, a sophomore currently in CGS and transferring to Questrom for a degree in Business Administration with a concentration in Marketing. I have worked with BUMK before on the social media committee last semester, and I was on a team for the case competition this semester as well.

I joined because I wanted to learn more about marketing and related activities, and because I knew it would look good on my resume. I’ve learned a lot about different specifics of marketing and it has been a really fun time getting to know the members and eboard especially. BUMK gives you a way to experience marketing first hand, something you wouldn’t be able to accomplish through just taking classes. Just remember that you’re the only person who decides when you have to quit, and never give up when trying new things! It’s the only way to tell whether or not you’ll like them.

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Ten years ago, very few people knew what Nvidia was; even fewer were aware of what the company does. Now, the name seems almost household among even the average person, and any stockbroker or finance guru will have several things to say about the company. Statistically, Nvidia has somehow managed to become one of the most successful businesses in the current economy.

The stock price has risen dramatically in the last few years, and on February 20th increased by 16.4% or $277 billion, the largest jump in a stock’s price over 24 hours in Wall Street history. Investors are clamoring over the next quarterly report, especially since the last one went so well. Among the 500 companies that make up the S&P 500, Nvidia and Microsoft accounted for nearly 60% of the total market gain. Historically, this is a massive share of the market, and has led the American economy to never-before-seen levels of dependency on a small group of companies. Goldman Sachs, one of the largest American investment banking groups, stated that Nvidia was the “Most Important Stock on Earth.” Five years ago, the company was barely noticeable among other peers in the industry, priced at about $44 per stock. Now each stock is worth $878.

What led to such a dramatic shift in fortune, and why is the stock so important now?

Nvidia is a tech-based hardware company that has two major sectors of manufacturing- gaming and data centers. The gaming side is focused on producing Graphics Processing Units for high-end gaming comput-

ers, whereas the data center side is only about manufacturing and selling essential components needed to create large data centers. A year ago, gaming made up about 33% of the company’s revenue at 2 billion, and data centers made up the subsequent 66%, earning around 4 billion. However, the percentiles have changed massively, with gaming only making 14% at 3 billion and data centers accounting for 86% at 18 billion. There was a clear business strategy here– focus on data centers. But why? The answer is relatively simple and connects with a word that many have been talking about in the past several months: AI. Lately, AI has become a speculative buzzword that always garners attention when brought up. Nvidia was able to understand the opportunity presented by the extreme growth in companies’ attention to AI and used it to its advantage. Large companies like Google, Microsoft, and Meta all need very large data centers to maintain and run these AI. There is only one large-scale provider for certain parts of these data centers, and it was ahead of the game: Nvidia.

Therefore, Nvidia was able to increase production and prices for its products along with the rise of demand led to the increase in growth seen today. Nvidia has also created its own extremely effective AI, which has been used by a variety of customers in important functions. One example is how, through Nvidia’s AI framework, the speed of identifying geological differences in cancer signatures left in cells was increased by

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30 times. It is also important to note that many believe the stock is currently extremely overvalued due to the immense growth of the company. Nvidia has managed to surpass Tesla, Amazon, and Alphabet in net worth (currently at 2 trillion), whereas it had been below all three at the end of 2022. On a positive note, this stands as a testament to the opportunity AI can create for certain industries, while it threatens the livelihood of others.

This level of success does not come without its unique drawbacks. Bringing the attention back to Nvidia, many speculate about the future of a company with such astonishing growth. On one hand, many are extremely optimistic about future outcomes.

Simply put, Nvidia is at the right place at the right time, already having the infrastructure needed to create GPUs and data centers that are in extremely high demand because of AI’s popularity. As long as Nvidia maintains the market lead and continues investing, which it has done well so far, it is expected to become the most valuable tech company in the United States within the next several years. On the other hand, some warn of a reality check to come. The company must now meet extremely high expectations to maintain such a high value, and an outlook for the future that may be biased due to the present success.

So, what does all of this mean? For one, it represents the never-ending cycle of creative destruction that has so boldly defined the economy of America. This particular case gives amazing insight into the benefits and upsides of new technology and the consequent opportunities. It also highlights the instability and lack of diversity within the stock market, which is a dangerous circumstance that can have drastic consequences. Finally, it details the astonishing and impressive growth of one company, which is expected to become a global powerhouse in the years to come.

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Adinarayan, Thyagaraju, and Michael Msika. “(NVDA) Nvidia Is Most Important Stock on Earth, Goldman’s Scott Rubner Says.” Bloomberg.Com, Bloomberg, 21 Feb. 2024, www. bloomberg.com/news/articles/2024-02-21/goldman-s-rubner-says-nvidia-is-most-important-stock-on-earth.

Kim, Whizy. “How Nvidia Beat Everyone Else in the AI Race.” Vox, Vox, 7 Mar. 2024, www.vox.com/money/2024/3/7/24092309/nvidia-stock-earnings-valuation-ai-explainer#:~:text=Nvidia%27s%20fans%20argue%20that%20its,been%20built%20around%20Nvidia%27s%20products.

Krantz, Matt. “2 ‘Dynamic Duo’ Stocks Drive 57% of the S&P 500’s Gain This Year.” Investor’s Business Daily, Dow Jones, 25 Jan. 2024, www.investors.com/etfs-and-funds/etfs/sp500dynamic-duo-stocks-drive-gain-this-year/.

Nvidia Corporation - Financial Info - Quarterly Results, 26 Feb. 2024, investor.nvidia.com/financial-info/quarterly-results/default.aspx.

Saul, Derek. “Nvidia Tops $2 Trillion Market Value for First Time Ever.” Forbes, Forbes Magazine, 23 Feb. 2024, www.forbes.com/sites/dereksaul/2024/02/23/nvidia-tops-2-trillionmarket-value-for-first-time-ever/?sh=3f75cdb66b40.

“Unlocking the Mysteries of Mutational Signatures of Cancer with Nvidia Accelerated Solutions.” NVIDIA Insights, NVIDIA, www.nvidia.com/en-us/case-studies/unlocking-the-mysteries-of-mutational-signatures-of-cancer-with-nvidia-accelerated-solutions/. Accessed 28 Mar. 2024.

Wilhelm, Ron Miller and Alex. “Nvidia Could Be Primed to Be the next AWS.” TechCrunch, 23 Mar. 2024, techcrunch.com/2024/03/24/nvidia-could-be-primed-to-be-the-next-aws/.

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RETAILTAINMENT: CREATING AN ENGAGING SHOPPING EXPERIENCE In today’s fast-evolving marketplace, ‘Retailtainment’ is a groundbreaking concept redefining the shopping experience. This innovative approach, a portmanteau of ‘retail’ and ‘entertainment,’ transcends traditional shopping by integrating engaging activities, entertainment, and immersive experiences directly into the retail environment. An excellent illustration of this is in-store sampling, which allows customers to try free products. After all, who doesn’t like free things?

Anusha Agarwal QST ‘27 Hello! My name is Anusha, and I’m from Singapore, currently majoring in Business Administration in the Class of 2027. I love being a writer for BUMK as it allows me to delve into my passions in the business world and explore my interest in marketing, especially consumer behavior. I chose to write about retailtainment, the innovative concept that combines retail with entertainment. I’m super excited for you all to read my article and the rest of the committee’s work. Enjoy reading :)

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The landscape of our everyday shopping experience has transformed from a simple, transactional activity to a more complex and engaging experience. With the rise of e-commerce, consumers are growing less keen on shopping in-store and are resorting to shopping online due to ease and comfort. However, this shift overlooks an essential human element: our inherent desire for interaction. To counteract the impersonal nature of online shopping, companies are devising out-of-box ideas that engage shoppers on a personal level to create the kind of customer engagement that would drive people back to the stores and put a smile on their faces.

A critical case study in the retailtainment campaign was from Vans, an American company known for producing skateboard shoes and related apparel. House of Vans, introduced in 2016 for the brand’s 50th anniversary, aimed to offer a shopping experience that embodied youth culture.

Figure 1: Vans’ annual revenue growth (2009-2023) from Statista

It provided a multi-faceted venue combining art, music, street culture, and fashion, complete with a cinema, cafe, live music stage, and art gallery. The most striking feature was the concrete skate ramp on the bottom floor. Vans knew their audience and consumer base and how to engage and motivate them to shop at their store.

This is a perfect example of incorporating entertainment into retail and a great marketing strategy.

The success of retailtainment hinges on its ability to create a ‘destination’ rather than just a shopping location. It is about transforming the store into a place people want to go, spend time, and return to. For brands like Vans, the impact of such campaigns is evident, as shown in Figure 1. Vans experienced a significant increase in revenue

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growth, rising from 6% in 2015 to 19% in 2016.

This growth underscores the influence of House of Vans on the company’s income, implying heightened customer engagement.

To maintain this momentum, retailers must continue to innovate their retail entertainment strategies. It’s not just about one-off events; it’s about creating a consistent, evolving experience that keeps pace with consumer trends and preferences.

To further illustrate the concept of retailtainment, let’s consider the international furniture giant, IKEA. IKEA has taken a unique approach by creating a store that is a room set up that customers can walk through and experience as if they were in their own homes. The placement of play areas enhances this immersive experience for children, Swedish food markets, and restaurants within the store, making the shopping trip enjoyable and memorable for the entire family. IKEA has even hosted sleepovers in specific locations, inviting customers to spend the night in the store.

This innovative engagement keeps customers returning for the products and the unique experiences they encounter each time they visit.

Heidi Gordon, a shopper from Massachusetts, shares, “Love Ikea! Finally was able to get my daughter to take a trip there with me and now she is hooked. Great way to explore options for living spaces. Incorporating your ideas with many different ones.

Great prices and just overall fun experience.”

Another customer, by the username ‘birdy1978’, shared their experience with ‘Småland’ - a supervised play facility, where parents can drop their child off for free: “My son aged 4 really enjoyed his 45 minute session during half term at the Exeter store.

There was no queue, it was straightforward to get him registered and he was happy to be left despite not knowing anyone there.

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When I asked him what the best bit of his day was he said ‘Småland’! He really loved the ball pit.”. These testimonials highlight how IKEA’s immersive experiences have not only satisfied but also delighted customers, turning everyday shopping trips into memorable adventures.

Both Vans and IKEA demonstrate the power of retailtainment and its potential to transform shopping from a mundane task into an exciting adventure that customers look forward to. As physical stores continue to battle the convenience of online shopping, retailtainment offers a compelling reason to step out the door and enjoy the experiential allure of in-person shopping.

Memorable experiences are often at the heart of retailtainment, which can foster a strong sense of brand loyalty. For instance, the Build-A-Bear workshop offers an interactive experience where children can customize and create their stuffed animals.

This personalized experience is not only about buying a toy; it’s about creating a cherished memory. Such experiences can turn a simple product into a treasured keepsake and a one-time buyer into a lifelong customer.

Technology integration has also been a significant factor in the evolution of retailtainment. Augmented reality (AR) and virtual reality (VR) are becoming increasingly popular, allowing customers to visualize products in their own space or immerse themselves in a completely different environment. Farfetch, an online luxury goods platform, has integrated AR into its in-person shopping experience, enabling customers to try on items virtually without physical contact, which helps streamline the customer’s decision-making process.

Social media also plays a curious role in retailtainment by amplifying the reach of these experiences. When customers share their in-store experiences online, it creates organic brand promotion and can drive foot traffic to the store. For instance, when a customer shares a selfie with a unique store installation or participates in an in-store event and posts it online, this action does more than just document a personal experience. It is a personal recommendation to thousands of others, magnifying the store’s reach and appeal. This organic promotion is invaluable, as peer recommendations often carry more weight than traditional advertising.

Looking to the future, advancements in data analytics will enable stores to make retailtainment even more personalized and immersive. Stores will tailor experiences to individual customer preferences, making every visit unique. The rise of experiential pop-up stores and brand collaborations can offer limited-time exclusive experiences that generate buzz and urgency.

Additionally, by monitoring social media activity, brands can identify which aspects of their retailtainment offerings resonate most with customers, allowing for real-time adjustments and improvements. Moreover, social media’s role extends to the pre-visit phase, where anticipation and buzz are built through teasers, behind-the-scenes looks, and announcements of upcoming instore events or experiences. This preemptive engagement helps generate excitement and urgency. Finally, the concept of “Instragrammability” has emerged as a significant factor in in-store design, underscoring social media’s role in retailtainment. By creating visually appealing and unique in-store experiences that customers are eager to share, brands can ensure that their retail spaces are not just places to ship but are also photo-worthy destinations that offer social currency in the digital age.

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“Find out What Mners Have to Say about IKEA’s Småland.” Mumsnet, www.mumsnet.com/talk/mumsnet_product_tests/3732388-Find-out-what-MNers-have-to-say-about-IKEA-sSM-LAND. Accessed 28 Mar. 2024.

Smith, P. “Yoy Revenue Growth of Vans Worldwide 2023.” Statista, 14 June 2023, www.statista.com/statistics/828176/yoy-revenue-growth-of-vans-worldwide/.

“Småland Information.” IKEA, www.ikea.com/us/en/customer-service/smaland-information-pub9a76a6a0#:~:text=Sm%C3%A5land%20is%20a%20supervised%20play,entertain%20and%20monitor%20their%20playtime. Accessed 28 Mar. 2024.

VFC, Divante & “House of Vans.” Vans, www.vans.com/en-us/house-of-vans. Accessed 28 Mar. 2024.

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HOW ‘DEADPOOL AND WOLVERINE’ IS POISED TO REVIVE THE MCU The Marvel Cinematic Universe (MCU) has enjoyed unparalleled success since its inception, dominating the box office and captivating audiences worldwide with iconic characters and interconnected storytelling. Specifically, films in the MCU are semi-serialized, with each new entry advancing plots and introducing characters with ramifications for the overall story.

Mike Heffernan QST ‘25 Hi, I’m Mike Heffernan. I’m a Junior at Questrom concentrating in Marketing. I’ve been working with BUMK on the POV publication for 2 semesters now and I’ve had the best experience with it. BUMK has provided the perfect avenue for me to explore my interest within entertainment marketing, and share insights on my favorite films and TV shows. I would highly recommend everyone at BU to find their own creative outlet which allows them to blend career aspirations with personal interests.

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Josh Brolin’s Thanos was a genre-defining villain, lurking in the shadows of every MCU film, building towards the theatrical “Avengers Endgame” in 2019. Fans once saw every movie to keep track of Thanos’ hidden plot, driving ticket sales even for lesser-known characters like Ant-Man and the Guardians of the Galaxy1. However, since 2019 the absence of a universal threat to match Thanos has left the MCU without grand stakes, making new films stagnant.

Without this overarching narrative, newer entries have failed to deliver financially.

Disney’s ticket sales have faced challenges, as their last six MCU movies collectively earned less than $1 billion at the box office, and the most recent entry “The Marvels” made only $206.1 million, compared to its $270 million budget2. With wavering stock prices, CEO Bob Iger has been desperately looking to restore shareholder confidence3.

Another issue plaguing ticket sales has been the strong tonal irregularities in newer entries like “Thor: Love and Thunder” and “The Marvels”. Unlike the original films that

find narrative balance, these new entries swing wildly between slapstick comedy and forced melodrama4.

With a lack of focus, Disney has strayed from the unique storytelling style that helped modernize classic Marvel storylines and draw millions of fans. Adult fans who grew up with films like 2012’s “The Avengers” are feeling increasingly alienated from the newer films in the MCU, which feel disconnected tonally and narratively from the original films.

Thankfully for Disney, the recent acquisition of 20th Century Fox has opened the door for beloved characters like Deadpool and Wolverine to enter the MCU fold, injecting new life and excitement into the franchise.

The X-Men franchise offers a new host of iconic heroes and villains, and importantly offers many avenues for Disney producers to address specific pain points amongst Marvel fans, potentially pivoting the overall brand image of the MCU. From its inception, the X-Men saga has worked as a counterculture to mainstay Marvel heroes. Where Iron Man and Captain America were praised in their universe as heroes, society shunned Professor Xavier and his team of mutants.

This dynamic has created darker plot lines and a narrative that questions many traditional superhero tropes5.

Grittier superhero narratives have grown extremely successful recently, with the success of shows like Amazon’s “The Boys”

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and “Invincible”. Additionally, “Deadpool” and “Deadpool 2” currently stand as the 3rd and 4th most successful R-rated box office releases of all time with “Logan” (a Wolverine film) following shortly behind in 8th. The grittier narratives defining the X-Men are the perfect way for the MCU to diversify its films and recapture its audience which has since grown to enjoy more mature narratives.

Alternatively, Ryan Reynold’s portrayal of Deadpool’s humor stands out from other MCU leads. While characters like Iron Man and Thor rely on witty banter and sarcasm, Deadpool’s humor is more subversive, often breaking the fourth wall. This self-aware nature is seen all over the trailer for “Deadpool and Wolverine” with Deadpool even jesting that he could be “Marvel Jesus”.

Furthermore, Deadpool and Wolverine, each highlight a key feature missing in newer MCU entries, as well as an avenue to ease these concerns. Wolverine, played by Hugh Jackman, highlights a level of realism and drama missing in MCU films. Wolverine is a dark, brooding character, bogged down by the weight of responsibility and the side-effects of his mutant powers.

However ridiculous this comment is, it’s undeniable that both Deadpool and Wolverine’s presence as characters in the MCU can directly counter many fan criticisms of the franchise. Deadpool’s off-the-wall and explicit jokes feel fresh compared to the MCU’s approach, and Wolverine’s gritty stories bring drama and suspense within fantastical superhero settings.

In the latest Wolverine movie, “Logan”, Wolverine is alone in the future caring for an unstable Professor X and a mutant child cloned from his DNA. This situation forces Logan to contend with fatherhood, his mortality, and the true meaning of heroism in a bleak world. Wolverine is a morally complex and thought-provoking character that challenges cliches, drawing in an older audience keen on a unique and adult experience6.

Teaming up Deadpool and Wolverine in the upcoming film is a stellar move for Marvel, as the dynamic between Deadpool’s irreverence and Wolverine’s brooding intensity promises to inject fresh and exciting energy into the MCU and alleviate doubt in the minds of fans globally.

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Box Office Mojo. https://www.boxofficemojo.com/. Accessed 3 April 2024.

Box Office Mojo. https://www.boxofficemojo.com/. Accessed 3 April 2024.

Dammann, Luke. “Disney Stock Price Continues to Plummet in 2024.” Inside the Magic, 3 Jan. 2024, https://www.insidethemagic.net/disney-stock-price-continues-to-plummetin-2024/ 4 Egner, Matt. “Thor: Love and Thunder movie review (2022).” RogerEbert.com, https://www.rogerebert.com/reviews/thor-love-and-thunder-movie-review-2022. Accessed 3 April 2024.

5 Lee, Stan, and Jack Kirby. The Uncanny X-Men #1. Marvel Comics, 1963.

6 Robinson, Tasha. “Logan Review: James Mangold Delivers a Gritty, Emotional Wolverine Farewell.” The Verge, 17 Feb. 2017, https://www.theverge.com/2017/2/17/14652584/logan-wolverine-x-men-movie- review-hugh-jackman-patrick-stewart. Accessed 3 April 2024.

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NAVIGATING BOSTON’S SPORTS CULTURE: HOW LOCAL TEAMS PROPEL MARKETING SUCCESS

Michelle Jiang QST ‘27 Hello! My name is Michelle Jiang, I’m a sophomore majoring in Business Administration and Management at Questrom School of Business. This is my second semester with BUMKC, but my first in the Content Committee and I’ve been having a blast! I joined BUMKC to gain more experience in the world of marketing, and the club has allowed me to gain valuable insights on the marketing industry. From guest speakers to group trips, you’ll find a variety of amazing opportunities to network outside of the traditional classroom setting. I feel as though I’ve truly found my community here at BUMKC!

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For a historical and monumental location such as Boston, it’s no surprise that some of the greatest sports teams are located here. Individuals will travel across the nation to experience the thrill of victory that resonates far beyond the city limits. Boston is home to a proud legacy of sports teams like the New England Patriots, Boston Celtics, Boston Red Sox, and the Boston Bruins.

Coupled with a passionate fan base and unparalleled athletic prowess, Boston is proud to call itself “home” to these groups.

This combination is a great opportunity with marketing potential for both local and international brands. Before delving into a partnership with a Boston sports team, brands should consider three main points to maximize their reach and effectiveness: • • •

Tapping into the fanbase and community Seizing digital avenues and cross-promotion opportunities through social media Creating narratives through player endorsements

Central to understanding the marketing world of Boston sports teams is a deep understanding of the fanbase and community engagement. If we take a look at the local community, we see how Boston natives embody their teams and traditions.

For instance, let’s take a look at the icon-

ic partnership between the Celtics and Dunkin’ Donuts, a union rooted in the shared love for both basketball and coffee. The Celtics have an exclusive partnership established with Dunkin’ Donuts. Marcus Smart, one of the Celtics players, represents this union with his Dunkin’ Donut inspired PUMA shoes. By seamlessly connecting to the local culture, the Celtics elevate their brand by showing awareness of the community’s interests head-on. The strong partnership with local fan-favorites mutually strengthens the team and coffee brand’s image.

In the greater Boston community, the Boston Bruins and Celtics have considered moving into a new practice facility at Boston Landing. This practice home is owned and developed by New Balances, which includes the company’s new headquarters.

“It places well within New Balance’s objectives of creating something that is health, wellness and movement-oriented,” states Jim Halliday, the managing director of the New Balances Development group. The New Balance sponsorship with the Boston sports teams is a long-term plan, which strengthens the business relationship between the company and those who wish to be associated with the teams. Halliday claims that “establishing Boston Landing as a sports-centric part of the city could serve

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as a draw to future retail, restaurant, or office tenants…” which generates more demand from athletes and Boston locals who are interested in sponsors such as New Balances.

The greater Boston area fosters a large student population. The Celtics partners with academic institutions such as Suffolk University and Bentley University.

These partnerships enrich the student experience and deepen ties with the city’s youth demographic. At Sawyer Business School in Suffolk University, the Celtics have generated a multiyear partnership through a course called the Interdisciplinary Sports Management Program. Through this program, students have an opportunity to immerse themselves in the sports, marketing, and consulting industry and gain real-world experience by approaching the Celtics’ business challenges.

Amy Zeng, Dean of the Sawyer Business School, has stated that “This new relationship exemplifies how we utilize our distinctive downtown Boston location and our multidisciplinary programs to create transformational and immersive educational experiences.” By curating this unique experience for Sawyer Business School students, those who are enrolled in the sports management program will “learn to leverage” the power of sports in order to impact the bottom line and create a positive community impact. In addition,

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as a tenant of TD Garden, the Celtics also provide student tours of the offices and give presentations to executives from the company.

The digital landscape serves as a dynamic area for cross-promotion, where brands can capitalize on the social media presence of Boston’s sports teams. The Boston Celtics have a variety of different social media platforms, ranging from Facebook, X (Twitter), Instagram, TikTok, and Snapchat. These platforms serve as entertainment and engagement with the fan community, creating captivating behind-the-scenes contents that showcase athletes or sports staff. A brand looking to partner with the Celtics might find it important to keep up to date with social media trends.

On the other hand, for brands seeking to make a difference, aligning with initiatives like Beth Israel Deaconess Medical Center’s collaboration with the Red Sox Foundation amplifies their message of compassion and care for the community. The Boston Red Sox Foundation has separate social media accounts that focus on showcasing charity projects. For brands looking to align themselves with this mission, they must consider how they communicate their impact online. What is the language they’re using, and how does it relate back to the main message? Beth Israel Deaconess Medical Center (BIDMC) embodies the Red Sox Foundation’s principles as they are the main

hospital for the team and provide health opportunities to patients.

From the Celtics’ creative content to the Red Sox Foundation’s philanthropic endeavors, each platform offers a unique avenue for brand engagement through social media projects.

However, the true game-changer lies in player endorsements; these are essential in leveraging brand partnership success.

Going back to the Celtics’ partnership with Dunkin’ Donuts, Marcus Smart’s partnership extends to PUMA. He endorsed the shoe brand and resigned for the 2024-5 season.

Marcus Smart’s allegiance to PUMA reflects a deep connection to Boston’s corporate landscape, as PUMA’s main office is located in Boston as well. By fostering this loyalty and authenticity, the two brands are elevated and well-represented by the players themselves. Brands can create powerful alliances with athletes who personify their values, resonating with fans on a deeper level.

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In the ever-evolving sports environment, success is generated based on an understanding of the nuances of the Boston market. The strategies and examples outlined in this article serve as a blueprint for brands looking to make an impact in the expanding landscape of Boston sports. As the city’s legacy continues to unfold, there is no shortage of opportunities for brands to create their chapter in the archives of sports history.

Beth Israel Deaconess Medical Center (BIDMC). “BIDMC and the Red Sox: Fenway First Aid Stations.” Beth Israel Deaconess Medical Center, 19 June 2019, https://youtu.be/M3f73BIjQlE?si=VH5sam2A9645MRsz Gorra, Jeff. “4 Top Shoe Brands the Boston Celtics Players Wear.” 105.7 WROR, 12 April 2023, https://wror.com/listicle/4-top-shoe-brands-the-boston-celtics-players-wear/ Hall, Ben. “Sawyer Business School Launches Partnership with the Boston Celtics.” suffolk.edu, 19 May 2023, https://www.suffolk.edu/news-features/news/2023/01/31/14/51/celtics-partnership NBA Media Ventures, LLC. “Thank You Celtics Partners.” NBA.com, 2024, https://www.nba.com/celtics/team/partners Tabatabaie, Cameron. “Marcus Smart Teases New Dunkin’ Donuts Inspired PUMA Shoes.” Celtics Wire, 24 May 2022, https://celticswire.usatoday.com/2022/05/24/nba-bostonceltics-smart-puma-dunkin-donuts/ Vaccaro, Adam. “Why New Balance Wanted the Bruins and Celtics Nearby.” Boston.com, 31 May 2016, https://www.boston.com/news/business/2016/05/31/celtics-bruins-tenants-new-balance/

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SOCIAL MEDIA IS INCOMPATIBLE WITH REALITY

Rachel Feinstein COM ‘26 I’m Rachel Feinstein, and I’m a Freshman studying advertising. This is my first time working with BUMK, and I thought it would be a good opportunity to explore marketing since it’s pretty closely related to advertising.

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Instead of viewing their photos immediately, users of Lapse, an invite-only disposable camera app, have to wait one to three hours for each roll of photos to develop.

As a result, users snap up to 36 candid photos a day worry-free—no reviewing, editing, or curating anywhere in sight. Once their photos have developed, users can decide whether or not to keep each photo in their digital journal, and they can also share their favorite photos with friends who can react and comment on them via the chat feature.

In an interview with TODAY.com, co-founder Dan Silvertown said this app format is meant “to encourage living in the moment and sharing memories pressure-free.”

However, capturing authentic moments on social media contradicts the very nature of media because media—by definition—is the packaging of a story. Even if the story is based on true events, capturing it curates a story that can dramatize, emphasize, or hide something from viewers.

While this constraint of media is not objectively harmful, reality and authenticity are nearly impossible to achieve on social media, regardless of the format of the app.

Though reality is nearly unviable on social media, many social media apps including Lapse still try to capitalize on young people’s desire to share authentic moments with friends. In just two months after Lapse launched, it became the number one Photo & Video App on the Apple App Store chart, according to Bustle Magazine.

Tech newspaper TechCrunch has said one of the primary reasons for Lapse’s rapid success is it requires new users to invite five friends via text to download the app before they can use the app themselves. Lapse has said they included this requirement because the app needs groups of friends to join to work as intended. However, users of Lapse have said “spamming” their friends with invites is “pretty annoying.”

In addition to Lapse, other social media apps have tried to achieve a more transparent view of reality on social media. One well-known app is BeReal, which was released in December 2020 and also aims to provide users a platform to share their daily lives with friends, but using a different format from Lapse.

Instead of 36 photos that are only visible after a period of time, BeReal gives users a random two-minute window each day to take a photo with both their front and back cameras simultaneously. Once approved, the photo is immediately posted to their feed for their friends to see, and users can not see their friends’ photos until they have taken their photo for the day.

Although the time limit on BeReal encourages authenticity, users still ultimately choose what they feature and post as they do on all other social media platforms.

Even the formats of the apps, which may encourage users to share what their lives are actually like, still allow for some inau-

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thenticity and curation. For example, while BeReal’s two-minute time limit does not allow for significant alterations to reality, users still often take almost two minutes to pose and make adjustments to their surroundings for aesthetic purposes.

Many users also frequently post their photo for the day at a later time, outside of the two-minute window, when—perhaps—they are doing something they think is more interesting to capture.

Because of the flexibility of these features that allow for inconsistencies in platform use, users of Lapse and BeReal are chasing something that is simply unattainable on social media. Reality may not even be what we are after on social media, but rather the illusion of reality to make ourselves seem more trustworthy, confident, and well, human.

enhanced, as apps such as Lapse and BeReal want users to do.

Ultimately, the rapid and immense popularity of more “real” social media apps such as Lapse and BeReal should make us consider why this idea of reality on social media is so desirable and captivating.

Why do we feel the need to share and see an image of reality on social media? Is reality really what we’re after, or something that is only imperfect in the ways we choose to inflate our image? And how does documenting something that may start out as real and authentic often introduce a narrative that governs and alters reality?

Regardless of our intentions, the sooner we accept that reality and social media are i ncompatible, the sooner we can grapple with what it means to be authentic and find it in our lives where it actually exists: outside of social media.

Though social media is curated and edited, this is not inherently harmful if users understand this fact. One recent study from the American Psychological Association found that social media is mainly dangerous to users’ mental health when they view it as reality and set expectations for their real lives based on something that is filtered and

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• • •

Giandurco, Jillian. “Lapse Might Be the next Big App - If You Get an Invite, That Is.” Bustle Magazine, 26 Sept. 2023, www.bustle.com/life/what-is-lapse-app-how-to-use-get-invite.

Perez, Sarah. “Photo-Sharing App Lapse Hits Top of the App Store by Forcing You to Invite Your Friends.” TechCrunch, 26 Sept. 2023, techcrunch.com/2023/09/26/photo-sharingapp-lapse-hits-top-of-the-app-store-by-forcing-you-to-invite-your-friends/.

Portée, Alex. “Lapse Is a New App Meant to Replicate the Thrill of Disposable Cameras.” TODAY.Com, TODAY, 17 Oct. 2023, www.today.com/popculture/what-is-lapse-app-rcna120503.

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MARKETING OR MANIPULATION? THE LUXURY GOOD INDUSTRY’S SHADOW TACTICS

Kabir Mehta QST ‘26 Hi my name is Kabir I’m a Questrom and SHA dual major focusing in hospitality, marketing and business Analytics. I’ve loved being a part of BUMK for a year and a writer for BUMK for this last semester because it’s allowed me to dive more deeply into the theory of specific marketing strategies that are used. I really wanted to write about the fashion industry because I’m insanely obsessed with fashion and I really wanted to analyze what luxury trends are being used in order to get people to purchase more and more. Some fun facts about me: I’m trilingual, I’ve lived in three countries and I’m obsessed with baby sea otters.

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The fabric of luxury fashion marketing has undergone a significant metamorphosis over the past decade, with innovative trends propelling brands like Schiaparelli, The Row, and Gucci into the future while they maintain a firm grip on their storied pasts. These houses have harnessed the power of digital transformation, sustainability narratives, and experiential marketing to engage with a new generation of consumers while honoring the high-quality craftsmanship and exclusivity their legacies are built upon.1 With the rise of e-commerce and social media, luxury brands have transitioned from exclusive in-person shows to omnipresent online experiences. This digital shift, accelerated by the pandemic, has taken various forms, from augmented reality (AR) fitting rooms to fashion shows in virtual environments. Gucci, for instance, has invested in its digital presence with the Gucci App, which uses AR for customers to ‘try on’ shoes virtually, engaging users with the brand in a playful yet functional manner1. The Row has capitalized on its minimalist aesthetic by offering a clean, user-friendly online shopping experience that reflects its brand ethos.2 Meanwhile, Schiaparelli has leveraged social media platforms to showcase its bold designs, allowing for a broader audience’s reach and generating high engagement rates from fashion enthusiasts worldwide.

Sustainability is not just a trend; it’s a pressing need of the hour, and luxury fashion houses have responded in kind. Luxury consumers increasingly demand transparency and ethical production, which has seen brands pivot towards more sustainable practices. Gucci, under the umbrella of its parent company Kering, has committed to a sustainability plan aiming for a 40% reduction in its overall environmental impact. The Row has taken a similar path, focusing on timeless designs that defy fast fashion cycles and sourcing materials from suppliers who prioritize environmental responsibility2. Schiaparelli has embraced sustainable practices in its atelier, ensuring that high fashion does not come at the earth’s expense.3 Luxury brands have long understood that they sell more than just products—they sell experiences. In response, they have crafted marketing campaigns that offer a glimpse into the lifestyle their brands represent.

Gucci’s eclectic and often surreal advertising campaigns transport consumers into a Gucci universe, while its Gucci Garden in Florence merges history, art, and fashion into a unique brand experience.4 Schiaparelli offers an almost theatrical experience with its collections, which often resemble art pieces, drawing on its founder’s association with the Dada and Surrealist movements. The Row has maintained a discreet yet powerful marketing strategy, relying on word-of-mouth and understated elegance,

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inviting customers to be part of an exclusive club that values privacy and simplicity.4 Influencer marketing has also revolutionized how luxury fashion is consumed and perceived. By partnering with influencers and celebrities who align with their brand values, luxury houses can tap into vast networks of potential consumers.3 Schiaparelli’s bold designs have found champions in influencers and celebrities who resonate with its avant-garde approach. The Row’s subtle luxury has attracted a clientele of influential personalities who embody its sophisticated minimalism. Gucci, never one to shy away from the limelight, has formed partnerships with a diverse array of high-profile names, integrating its pieces into the personal brands of these celebrities, which are then amplified through social media to millions of followers.5 These marketing trends demonstrate that while luxury fashion houses like Schiaparelli, The Row, and Gucci are steeped in heritage, they are far from antiquated. They have adapted to the new era of digital engagement, sustainability, and immersive experiences, ensuring that their brands not only survive but thrive.6

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Danziger, Pamela N. “Gucci’s Cracked the Luxury Code with Millennials, Thanks to Its Dream Team of Bizzarri and Michele.” Forbes, Forbes Magazine, 16 Mar. 2018, www.forbes.com/ sites/pamdanziger/2017/11/16/guccis-cracked-the-luxury-code-with-millennials-thanks-to-its-dream-team-of-bizzarri-and-michele/?sh=4f20f8d81523. Accessed 17 Mar. 2024.

Levin, Alex. “Gucci’s Gamble with Apple Vision Pro Examined.” Forbes, Forbes Magazine, 15 Apr. 2024, www.forbes.com/sites/alexlevin/2024/04/11/guccis-gamble-with-apple-vision-pro-examined/?sh=4b108d092d18. Accessed 15 Apr. 2024.

Admin. “The Row’s Long and Lean Luxe .” Magazine Antidote, 7 Apr. 2016, magazineantidote.com/defiles/the-rows-long-and-lean-luxe/. Accessed 19 Mar. 2024.

Dehn, Lydia. “Schiaparelli and Theatre de La Mode Models.” LYDIA DEHN, 12 Feb. 2015, www.lydiadehn.com/blog/2015/2/1/schiaparelli-and-theatre-de-la-mode-models. Accessed 21 Mar. 2024.

Fumo, Nicola. “Gucci Takes Experiential Retail to the next Level.” Forbes, Forbes Magazine, 9 Jan. 2018, www.forbes.com/sites/nicolafumo/2018/01/09/gucci-garden-florence/?sh=20f8aa046417. Accessed 21 Mar. 2024.

“Does Influencer Marketing Really Pay Off?” Harvard Business Review, 24 Nov. 2022, hbr.org/2022/11/does-influencer-marketing-really-pay-off. Accessed 26 Feb. 2024.

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MARKETING STRATEGIES OF MUSIC VENUES IN BOSTON AND CAMBRIDGE TO APPEAL TO VARIOUS AUDIENCES

Muneeb Mahood QST ‘26 Hi! My name is Muneeb Mahmood. I’m currently a freshman pursuing a business degree. This is my first semester apart of BUMK and I’m glad I joined because through it, I allowed myself more opportunity to research marketing strategies and tactics that have always been interesting to me and write about it! Writing has always been one of my passions and to incorporate it with what I’m pursuing a career in means a great deal to me.

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In the bustling cultural hubs of Boston and Cambridge, the melody of music echoes throughout the streets, captivating audiences with its diverse rhythms and harmonies. Hidden beneath the surface of this musical landscape are the diverse marketing strategies used by different venues to appeal to their specific audiences. Boston and Cambridge are home to an array of ethnic backgrounds and sexual orientations, which reflect the culture in these areas as seen in the music tastes of individuals here.

Businesses in the area acknowledge this and purposefully target their audiences to attract more viewership and customers.

marketing agencies reveal that approximately 12.3% of Boston residents identify as LGBTQ+, highlighting the importance of inclusive marketing strategies in the city’s cultural landscape. This leads to Boston and Cambridge boasting a vibrant array of music venues, each with its distinctive ambiance and allure. From intimate jazz clubs to grand concert halls, these venues cater to a spectrum of musical genres and cultural sensibilities as well. However, beneath the surface of this musical mosaic lies a complex interplay of marketing tactics tailored to captivate the hearts and minds of specific local audiences.

Research reveals a focus on niche marketing strategies, with venues tailoring their promotional efforts to cater to specific musical subcultures and local communities.

From Latin pop to hyperpop, each demographic is targeted with precision, leveraging data analytics on race and sexual diversity to optimize outreach.

Music venues in Boston incorporate inclusive marketing campaigns that celebrate the city’s LGBTQ+ community and promote a message of acceptance and belonging.

Venues use inclusive language and imagery in their marketing materials, such as featuring LGBTQ+ artists and performers, to create a welcoming and affirming environment for patrons of all sexual orientations and gender identities. For example, they may participate in Pride Month festivities in June or partner with LGBTQ+ organizations to raise awareness and support for LGBTQ+ causes.

According to recent demographic studies, Boston boasts a population composition where racial and ethnic minorities constitute over 50% of residents, with significant representation from Black, Hispanic, and Asian communities (source: Boston.gov).

Additionally, surveys conducted by local

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The marketing strategies employed by Boston’s music venues embrace the city’s cultural diversity with great finesse. For instance, venues like the House of Blues in Fenway often collaborate with local community organizations to host events celebrating Black History Month or Hispanic Heritage Month, resonating deeply with the city’s diverse demographic makeup. Furthermore, partnerships with LGBTQ+ advocacy groups and initiatives to feature queer artists contribute to a sense of inclusivity and belonging within Boston’s vibrant music scene.

During the past few months, House of Blues has hosted drag shows and sapphic after-parties to appeal to the diverse audience of Bostonians eager for a fun night out.

These venues leverage social media platforms, such as Instagram and Twitter, to engage with younger demographics, capitalizing on the power of visual storytelling and influencer partnerships to amplify their reach. House of Blues is constantly posting on their Instagram with thousands of followers targeting their younger demographic.

With the use of colorful and vibrant posts and videos of electric and bustling crowds, they are attracting more people to click on their accounts and do more research on events they’re holding. For example, House of Blues recently held a Reggae Fest event and promoted it through their social media with a captivating Instagram post. Different venues use different aesthetics to attract their intended audiences. Furthermore, ticket promotions and loyalty programs entice

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concert-goers with exclusive perks, fostering a sense of community and belonging among patrons. Seeing as 35% of Boston is ages 20 to 34, which is primarily the age demographic of those attending shows and using social media, this is an effective marketing approach. Also, patrons may partner with local Black-owned businesses or LGBTQ+ advocacy groups to co-host events that celebrate diversity and inclusion within the city’s music scene. This directly appeals to this group of people in the area, fostering economic growth while promoting inclusivity.

Across the Charles River and the city of Boston, Cambridge gives off its brand of cultural vibrancy, marked by its progressive ideals. Music venues in Cambridge adopt marketing strategies that align with the city’s inclusivity and social activism, catering to audiences that embrace diversity in all its forms.

Recent census data indicates that Cambridge stands out as one of the most racially and ethnically diverse cities in Massachusetts, with no single racial or ethnic group constituting a majority (source: Census.gov). Moreover, surveys conducted by local market research firms highlight a higher-than-average proportion of LGBTQ+ residents in Cambridge compared to neighboring areas, emphasizing the significance of queer-friendly marketing initiatives (source: Cambridge LGBTQ+ Commission).

This is directly reflected in its realm of music.

Cambridge’s music venues leverage their progressive ideals to craft marketing campaigns that resonate with the city’s diverse population. For instance, The Middle East Restaurant and Nightclub, a beloved fixture in Cambridge’s music scene, actively promotes events featuring artists from marginalized communities, including BIPOC and LGBTQ+ performers. For example, this April, they’re hosting a Boston Bhangra event to promote inclusivity among the community and its members. Other venues like Club Passim often host benefit concerts and fundraisers for social justice causes, aligning their marketing efforts with the city’s activist spirit.

Despite their divergent approaches, the music venues of Boston and Cambridge share a common goal: to create meaningful connections through the universal language of music among all groups. By blending traditional marketing tactics with innovative digital strategies, these venues navigate the ever-changing currents of the cultural landscape, adapting to the evolving tastes, preferences, and diversity of their audiences.

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The music venues of Boston and Cambridge serve as microcosms of the dynamic interplay between tradition and innovation in the realm of cultural marketing. Through qualitative insights and quantitative analysis, we gain a deeper understanding of how these venues harmonize diversity, transforming each performance into an experience that resonates with the intricate and unique soul of the community. As the music continues to evolve, so too will the marketing strategies of Boston and Cambridge’s music venues. Yet, amidst the ever-changing tempo of the cultural landscape, one thing remains constant: the power of music to unite. No one knows what the future holds in terms of music,

(n.d.). Boston Planning & Development Agency. https://www.bostonplans.org/getattachment/3e12e127-55d0-4ae3-9927-254568ab3dc4 (n.d.). Boston.gov. https://boston.gov LGBTQ+ commission. (n.d.). Welcome to the City of Cambridge. https://www.cambridgema.gov/departments/lgbtqpluscommission US Census Bureau. (2023, September 21). Census.gov. https://census.gov

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REDISCOVERING ITS ROOTS: THE REBRAND OF BANANA REPUBLIC Juliette Shea

Founded in 1978, the Banana Republic brand was birthed, and initially, it offered clothing items tailored to the global traveler and safari enthusiast. Five years later, The Gap Inc. acquired Banana Republic and began the first rebrand of the company’s image to encapsulate sophistication.

It wasn’t until the early 2000s that Banana Republic reached popularity—it became the go-to place for chic, business-casual fashion and affordable luxury. In its prime, the brand was known for straight-leg chinos, modest pencil skirts, basic dress shirts, and unassuming dresses; at the time, this drew in customers and sustained success.

Above all, what lured customers to the Banana Republic brand was the chance to find clothing that gave the impression of being upscale, high-quality, and expensive, all while being at an affordable price point.

Customers could achieve the look of sporting Bergdorf Goodman or Neiman Marcus attire, but without breaking the bank. However, as the years passed, Banana Republic’s niche lost its appeal and the company struggled to stay afloat.

In 2020, Gap Inc. reported Banana Republic faced a $16 million net loss by the end of the fourth quarter. While the pandemic is a leading factor in this decline, many customers remained disappointed in the brand’s bland colors and lack of athleisure; ultimately, they were bored.

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A year later, Banana Republic got its act together. In February 2021, Ana Andjelic joined the company as the chief brand officer, and under her control, Banana Republic revealed a refreshed brand identity called the “New Look.” The New Look goes back to the brand’s roots, utilizing the safari-esque clothes of the past to inspire fresh styles that capture a sense of adventure and discovery. Now, Banana Republic’s clothes highlight brown suede jackets, cargo pants, and all things leather.

“Imagined Worlds…is our springboard to redefine fashion, design, activism, sustainability and creativity,” said President and CEO Sandra Stangl.

“Our approach is less archive-inspired than imagination-inspired. Archive just showed us what an imaginary world Banana Republic once was—the catalogs and the stores were legendary—and what it can be again,” said Andjelic.

Ultimately, the campaign was successfully implemented across social media channels and it became transformative for Banana Republic. Not only did it bring the company back to its foundational core, but it successfully rebranded, without losing the company identity that was once loved. Rather than trying to reinvent the wheel, Banana Republic demonstrates the importance of going back to what the brand does best: quality, affordable luxury, and stand-alone styles.

Then in Fall 2021, the second phase of the marketing campaign was launched, and “Imagined Worlds” was born. Not only did the clothing undergo a transformation, but so did the brand’s logo and PR.

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The Imagined Worlds campaign integrated a digital experience across platforms to reveal a concept of clothing from an imaginative place. By combining images, videography, and music, customers were transported to the travel and safari origins of the brand’s past.

https://www.wsj.com/articles/banana-republic-tries-to-become-cool-againby-looking-to-its-past-11631027127 https://fashionista.com/2022/03/banana-republic-2022-rebranding https://www.prnewswire.com/news-releases/banana-republic-debuts-a-new-look-301370362.html https://www.lofficielusa.com/fashion/banana-republic-fall-2021-campaign-rebrand-new-look https://us.fashionnetwork.com/news/Banana-republic-unveils-new-brand-identity-with-latest-campaign,1331778.html

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Hi! My name is Sanna Lexhed, I’m a sophomore at Boston University, and I’m majoring in Advertising and Film with a minor in Business. This is my second semester with BUMK and my first time as Content Committee Director. This semester I’ve gotten the amazing opportunity to lead a team of writers and designers to create this marketing-focused magazine.

It’s been such a pleasure getting to know and work with every single team member and I’m so excited to share it with you all. I hope you enjoy!

Hi, I’m Lilia Geguchadze and I’m a junior and I am a College of Fine Arts student.

I am majoring in Graphic Design and minoring in Computer Science. This is my first semester with BUMK. We had a great team and I had the pleasure of meeting so many new people and working together to create this book.

This has been a great experience and I am so excited to share our work with you!

Lilia Geguchadze Graphic Designer CFA ‘25 Sanna Lexhed COM ‘26

Content Commitee Director Our lovely photographer Thor Wallin!

All photographs were done by him.

He is a sophomore studying film and advertising.

Thor Wallin COM ‘26

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Photographer

Hi! I’m Sarah Shabib, a sophomore at Boston University, where I’m pursuing a major in Psychology and a minor in Business Administration & Management.

Joining BU’s marketing club this semester was a great opportunity to meet new creative people, and has allowed me to merge creativity with strategy, crafting visually compelling pieces that drive engagement and convey our message effectively. Through BUMK, I’ve worked with several like-minded individuals who have made this collaborative experience both inspiring and rewarding. As part of BUMK, I am both a social media designer and a graphic designer.

I enjoy experimenting with different colors, designs, and styles to ensure that the content we create resonates with our audience on all platforms!

Sarah Shabib CAS ‘26

Graphic Designer

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