Welcome to the Boston University Marketing Club’s Content Committee POV Book—a collection of insightful, creative, and thought-provoking essays written by our talented members. As one of the most active student organizations at BU, the Marketing Club fosters a community of passionate individuals eager to explore and contribute to the dynamic world of marketing.
Within the club, the Content Committee plays a pivotal role in capturing and sharing this energy. Our mission is to empower students to channel their creativity and knowledge into impactful articles and designs that reflect current trends, challenges, and opportunities in marketing. The essays in this collection are a testament to the dedication and ingenuity of our committee members, showcasing their ability to think critically and communicate effectively.
This book would not have been possible without the incredible contributions of each and every one of our writers and designers. Thank you for your hard work, your bold ideas, and your commitment to excellence. Your voices and perspectives are what make this collection so special.
To all our readers, we hope this book inspires you as much as it has inspired us.
Sincerely,
Lilia Geguchadze Content Committee Manager Boston University Marketing Club
Lilia Geguchadze
01.
Psychology Behind Luxury
From Cookie to Global Phenomenon
13.
How Brands are Using Game Elements to Boost Engagement
15.
Woke Marketing: It’s Criticisms and Highlights
23. 05. 09.
27.
One Size Fits None: The Problem With Brandy Melville
19.
The Genius Behind Nike’s “Just Do It”
The Unintentional Genius Marketing of Charli xcx’s ‘Brat’ Album
A Look into Dior’s Marketing Strategies
29.
Meet the Designers
Psychology
QST ‘28
Hi, I’m Yixuan, a math and economics freshman at CAS. In my free time, I love to visit the historical museum and play tennis. I chose to be a content committee member at BUMK because I had the relative experience of being a journal writer. I also realized I am passionate about exploring every detail of the marketing world based on my experience. Analyzing various fields related to the market helps me keep track of its dynamics, which prepares me to start my career in the future. I feel lucky to join this club and meet so many nice people here. I look forward to diving into our future research journals.
Yixuan Chen
Behind Luxury
Whether it’s the Goyard tote bag students use as a backpack or Instagram celebrities carrying a Birkin bag, they are all statements of the mainstream status of luxury in current society. In a world of consumerism, the allure of luxury has captivated millions of people, transcending mere necessities and becoming symbols of status, identity, and personal achievement.
For some people, buying a luxury item is no different from purchasing a, while for others, the cost is equivalent to their savings for a year. Still, the latter is willing to trade a year’s hard work for a bag or other luxury goods, which shows how irresistible the charm of luxury is. This article will answer a key question: “What Psychological Factors Made Luxury So Attractive?” Five subtopics compose the answer to this question: the definition of luxury, psychological triggers of desire, the role of exclusivity, the digital age of luxury, and status and social identity.
Luxury goods have existed in ancient civilizations, whether in Mesopotamia, Egypt, or China. Luxury is associated with power and the ruling class, so they were the preserve of the elite, symbolizing their wealth and social status. However, although class divides still exist in modern society, luxury goods are no longer only for the elite class. Money became a vehicle for people from the lower classes to cross the wall to the elites. The symbol that represents wealth or the success of the cross is luxury.
Beyond the core principles of scarcity, social proof, and self-enhancement, another psychological trigger that fuels desire is anticipation. Consumers are often drawn to the excitement that precedes a purchase, particularly when it involves luxury items. Anticipation heightens emotional engagement, making the experience of acquiring the product more pleasurable. Luxury brands know this well and often create elaborate pre-launch marketing campaigns or exclu-
sive waiting lists for new products. This tactic taps into the concept of delayed gratification, where the longing for an item builds over time, ultimately making the purchase feel more rewarding.
Additionally, brand storytelling is a critical element in sparking desire. By weaving a narrative around a product, brands create a deeper emotional connection, transforming a simple transaction into a personal experience. These stories tap into consumers’ imaginations, triggering feelings of aspiration, nostalgia, or identity alignment, making the product seem more meaningful and desirable.
Take the jewelry brand JIA JIA as an example. They use natural minerals as jewelry materials and do not over-polish their materials. In this case, it stands to reason that the exquisiteness of the jewelry will be greatly reduced, which could reduce the number of consumers, ultimately leading to a decrease in turnover and profits. However, this reaction did not happen in this brand because each piece of jewelry, from minerals to finished jewelry, has a complete story that can resonate with various consumers. For example, they have made necklaces and bracelets for each of the year’s 12 months. JIA JIA wrote beautiful meanings and the symbolism of the corresponding stone for each month’s birthstone on the official sales website. Then people born in the corresponding month will pay for this beautiful vision.
Exclusivity means restricting access and creating a sense of mystery and intrigue around a product or experience. This element of mystique is vital in the luxury market, as it positions a product as an enigma that only a few can unlock. By keeping the details of a product’s design or availability under wraps, brands encourage curiosity and drive the desire for ownership. The prestige effect also plays a key role here—exclusivity signals not just rarity but elevated social status. A luxury brand can craft an image of scarcity through price, limited availability, or membership-based services, making the act of obtaining the product feel like an achievement in itself. Additionally, cultural exclusivity is emerging as a key trend. Brands are increasingly tailoring products to specific regional markets or offering experiences that align with local traditions, allowing consumers to own something that reflects their culture while maintaining global prestige. As such, exclusivity has evolved into a multidimensional concept that encompasses scarcity, mystique, and cultural personalization. The digital transformation of luxury goes beyond mere access to online shopping. In the digital age, online experience and digital branding have become central to how luxury brands engage with their customers. Consumers now expect highly personalized interactions, from tailored recommendations based on browsing behavior to one-on-one consultations via live chat or video calls. For high-end brands, this presents both a
challenge and an opportunity: maintaining exclusivity while simultaneously/ also catering to the growing demand for accessibility. In this context, augmented reality (AR) and virtual reality (VR) have become key tools in creating immersive, digital luxury experiences. For example, a consumer can virtually try on luxury watches, handbags, or apparel from the comfort of their home, elevating the online shopping experience to match the tactile, sensory-rich experience of a physical store. Furthermore, social media influencers and brand ambassadors play an increasingly critical role in shaping perceptions of luxury in the digital world. These individuals can offer authenticity and relatability that traditional advertising might lack, making luxury brands more approachable while still maintaining their allure. The rise of platforms like Instagram, TikTok, and YouTube has allowed luxury brands to create aspirational content that blurs the line between celebrity and consumer, democratizing access while retaining an air of exclusivity. The word “exclusive” is extremely attractive to consumers both offline and online; it’s a word that allows consumers to make a payment immediately.
The link between luxury goods and status can also be understood through the lens of conspicuous consumption, a term coined by sociologist Thorstein Veblen. Conspicuous consumption refers to the act of purchasing luxury goods, not for personal use, rather to publicly display wealth and social standing. This is often evident in high-cost items such as designer handbags, sports cars, or exclusive vacations, which symbolize achievement. This social signaling is strong in cultures with a pronounced class system or in societies where material success is often equated with individual worth. Social identity theory also explains why luxury items serve as status markers. According to this theory, individuals derive part of their self-concept from the groups they belong to, and luxury goods serve as tangible signals of inclusion in a high-status group. By owning these goods, consumers can affirm their position within a desired social category, the elite, the avant-garde, or the culturally “in” crowd. Moreover, the relationship between luxury and status is becoming more fluid, with the democratization of luxury offering aspirational consumers a way to access high-end products through outlets like secondhand marketplaces or discount retailing. This shift challenges traditional notions of exclusivity while still allowing consumers to leverage luxury as social positioning.
Brown, S., & Patterson, A. (2000). The influence of anticipation on consumer behavior. Journal of Consumer Marketing, 17(6), 519–532. https:// doi.org/10.1108/07363760010351247
Holt, D. B. (2004). How brands become icons: The principles of cultural branding. Harvard Business Press.
Bourdieu, P. (1984). Distinction: A social critique of the judgment of taste. Harvard University Press.
Cova, B., & Pace, S. (2006). Branding and luxury: A new challenge in the age of mass marketing. Journal of Brand Management, 13(3), 228–238. https://doi.org/10.1057/palgrave.bm.2540227
McKinsey & Company. (2018). The state of fashion 2018. McKinsey & Company. https://www.mckinsey.com/industries/apparel-and-textiles/ our-insights/the-state-of-fashion-2018
Ko, E., & Megehee, C. M. (2012). Luxury fashion brands in the digital age. Fashion Theory, 16(4), 461–479. https://doi.org/10.2752/17517411 2X13324313789297
Veblen, T. (1899). The theory of the leisure class: An economic study in the evolution of institutions. Macmillan. Lury, C. (2011). Consumer culture. Polity Press.
Amelie is a freshman in Questrom studying marketing and minoring in communication. She loves the artistic side of advertising and creative writing, and this magazine was a great way to combine both of those passions. Outside of this club she works as a campus tour guide and in marketing & communications for Questrom social media and participates in Girl Gains and herNetwork. She hopes you enjoy the magazine and the variety of interests all the writers have!
Amelie Bram
From Cookie to Global Phenomenon
Crumbl Cookies is known for its vibrant baby pink boxes, rotating menu, and online cookie reviews. Yet its popularity and fast-paced growth began with a single cookie in a rural town in Utah. In fact, it started with the perfection of one cookie: chocolate chip. Cousins Jason McGowan and Sawyer Hemsley went door-to-door, having people try two iterations, semi-sweet chocolate chip or milk chocolate chip. The milk chocolate won, the first item on the menu and the only cookie to never rotate off of it.
The first store was opened in 2017 in a log cabin in Logan, Utah, a deviation from the modern and bubbly store customers enter today. The core of Crumbl has always been the quality and testing of their cookies and expanding that idea into a recognizable brand. Customers feel involved in the process as the open-concept stores and behind-the-scenes TikToks promote transparency. In social media comment sections, users are encouraged to give feedback and suggestions that the official Crumbl accounts respond to.
From a marketing perspective, the personability and excitement surrounding Crumbl Cookies’ social media accounts mimic no other. The online engagement the company has created has earned their TikTok seven million followers and six million on Instagram. The consistency of the Sunday night weekly menu release has generated consistent anticipation and emotion from customers, fueling innovation and online communities. There are Reddit threads, Facebook groups, and TikTok accounts dedicated to reviewing the flavors and speculating on the following weeks’ lineup. Crumbl uses these online threads to receive feedback and fuel innovation. They also feed into the hysteria by occasionally promoting “mystery cookies,” where each store has a different cookie for purchase. This chaos results in dedicated customers driving for hours on the hunt for a specific cookie that internet sleuths had mapped out the locations of. Crumbl has created a constant source of excitement that keeps customers engaged, waiting for their favorite cookies to reappear from the over 200 flavors in rotation. Though Crum-
bl’s online marketing appears to be more geared toward younger generations, the company has attracted consumers across social media platforms to their accounts.
Faced with high demand for innovation, Crumbl has been faced with a reorientation of its initial strategy. Complaints of repetitive flavors and overly sugary recipes have forced Crumbl to reevaluate their brand. There were a few values that the company refused to compromise, namely its Mormon roots that keep the stores closed on Sundays and lack coffee flavors. However, expanding from simply selling cookies to other desserts was a calculated risk that involved a shift in logistics and marketing. Instead of branding desserts as an equally priced alternative, non-cookie items include a dollar upcharge and do not always rotate weekly. This shift addressed customer complaints about the lack of originality with new flavors and has attracted new markets and former customers to test out the new sweet treats. Another addressed disappointment was the size of the cookies, which were only available in mini sizes for catering orders. Crumbl tested out the new sizing for regular purchase for a few months with “Mini Mondays” to test the market and then kept the size available all week. A strength behind Crumbl’s strategy is the perceived exclusivity and scarcity of their cookies, which is optimized in testing new products as well. There are complaints that are not directly addressed by the company that exclude certain markets; Crumbl’s desserts are not food allergy-safe, nor are they definitively environmentally friendly. Given their near market dominance, adjusting their supply chain management and internal protocols could set a more inclusive precedent within the dessert space. Regardless, Crumbl has expanded into previously untouched markets to maintain the creativity consumers expect from the company. Crumbl’s success can all be attributed to how detail-oriented and consistent they are. Each cookie box is inspected by the customer as a form of individual quality control and a method of having product uniformity across all thousand-plus stores. The instantly recognizable box customers leave the store with creates a brand extension that promotes the company outside of stores . While competitors such as Insomnia Cookies also have carry-out options, Crumbl has a signature color associated with the company and 4 times the stores. Though Insomnia has been in business since 2003, Crumbl has become the fastest-growing cookie company in the United States, even expanding abroad. From only ten stores in 2017 to four-hundred four years later, Crumbl has shown no signs of stopping. Attracting collaborations with celebrities like Kylie Jenner and Olivia Rodrigo, Crumbl continues to widen their audience and grow their average store profit of over $1.8 million.
Through creative product promotion and flavor innovation, Crumbl Cookies has grown exponentially in consumer spaces and markets. The evolution of their menu offerings and social prowess has outpaced competition and created a lucrative, near irreplicable dominance.
Ajakaiye, F. (2023a, April 20). The Business, Brand & Marketing Secrets Behind Crumbl Cookies’ multi-million dollar success. LinkedIn. https://www.linkedin.com/pulse/ business-brand-marketing-secrets-behind-crumbl-cookies-ajakaiye
CRUMBL cookies marketing strategy 2024: A case study. TheBigMarketing.com - Marketing Insights to Keep You Ahead of the Curve. (2024, October 16). https://thebigmarketing.com/crumbl-cookies-marketing-strategy/
Bean, J. (2023, July 12). The analytics behind Crumbl cookies’ explosive growth. Medium. https://jordanbean.medium.com/the-analytics-behind-crumbl-cookies-explosive-growth-a91c6f6aba2f
Giese, K. (2023, August 3). What content marketers can learn from the explosive success of Crumbl Cookies. Creative Noggin. https://www.creativenoggin.com/success-of-crumbl/
ONE SIZE FITS NONE: THE PROBLEM WITH BRANDY MELVILLE
Thienkim (Tiffany) Nguyen
QST ‘27
Hi! My name is Tiffany Nguyen and I’m from Brooklyn, New York. I’m currently a sophomore at Boston University College of General Studies planning to major in Business Administration at Questrom. I’ve always been passionate about writing and had big dreams of becoming a writer when I was younger, and I plan to continue incorporating my creativity in a prospective career in marketing. I particularly enjoy reading and writing investigative genres as I consider myself a naturally curious person, constantly challenging the status quo and seeking to understand the deeper meaning behind things. Throughout my education here at Boston University, I found myself at an intersection between such diverse and sometimes contrasting tenets across my various classes that drove me to discover my identity and values. I also recently had the incredible opportunity to study abroad in London and travel to neighboring cities like Edinburgh and Paris, and I instantly fell in love with both the city and traveling. Each new destination offers
MELVILLE
Behind the allure of Brandy Melville’s trendy styles lies a troubling story of ethical missteps and questionable business practices that raises critical questions about the true cost of fast fashion and following the next fashion fad. As consumers become increasingly aware of the impact of their choices in the fashion industry, it’s time to shine the spotlight on the darker side of the brand’s rustic coastal charm.
Founded in 1980s Italy, Brandy Melville gained popularity in the U.S. when CEO Silvio Marsan brought the brand to Los Angeles, where it discovered and defined its core customer base: teenage girls. Reflecting a quintessential American spirit, it became synonymous with the ‘California girl’ look, evoking images of sunny beaches and relaxed living through minimalist designs, neutral tones, and an effortless vibe. The brand’s focus on exclusivity, with sizes ranging from XS to small and a ‘one size fits all’ philosophy, appeals primarily to a thin, white demographic. Despite lacking a clear marketing strategy, Brandy Melville has built its following by capitalizing on women’s insecurities about meeting societal beauty standards.
While the brand’s palatable aesthetic has consumed the hearts and closets of girls nationwide, their approach creates a narrow standard of beauty that thrives on elitism. HBO’s Brandy Hellville and the Cult of Fast Fashion documentary spotlights customers across social media platforms “lamenting about not fitting into Brandy Melville clothing,” going as far as losing weight and battling eating disorders to fit the exclusive sizing (Lang, 2024). Failing to reflect a diverse range of body types marginalizes individuals with larger body types and creates a false narrative associating skinniness with beauty that drives young, impressionable teenage girls toward unhealthy habits. But this issue extends beyond regional boundaries as Western standards of beauty take on the global stage.
The Italian brand’s global reach in China has similarly led to the emergence of a devoted following among young women coining the term ‘BM style.’ As the retail parasite spreads across the ocean, BM girls are “dieting and sacrificing their health to fit into Brandy Melville apparel” and imitating Western beauty ideals (He, 2022). Unlike American stores, Brandy’s locations in China strategically hire young, conventionally attractive men whose roles include posing for photos with female customers. The desire to appeal to these men subtly encourages women to conform to societal ideals of slimness to gain their approval, both reinforcing the brand’s philosophy that “skinny is pretty” and extending the harm by implying that women must conform to standards established by a patriarchal society.
Beyond its customer base, Brandy Melville actively reinforces these beauty standards with its employees. In the streets of Manhattan’s Soho, Brandy workers can often be seen taking turns modeling and photographing each other, presumably for product images to be featured on the store’s website. These employees-turned-brand ambassadors often mirror the customers the brand seeks to attract, reinforcing a uniform and homogenous image that defines its identity. As a result, stepping into a Brandy Melville store can feel like walking onto the set of a Mean Girls scene, where the same narrow standard of beauty is reflected not only in the clothing but in the employees themselves, creating a work environment employees have deemed both exclusionary and inauthentic.
The employees who appear to be street-modeling the clothing may actually be carrying out one of their odd daily tasks: sending a photo of their outfit to the CEO, a requirement they must fulfill every day they work. After all, they hire “primarily based on style and appearance,” with their interview process taking the form of scouting from Marsan and his cohort of white men (Employee, 2024). Reportedly, they observe and assess the store’s teenage customers, and “if they like what they see (white, blonde, thin),” they signal an employee to obtain the shopper’s contact information (Cohen, 2021). This overtly unprofessional and unethical practice highlights how deeply Brandy Melville’s culture is tied to appearance and treats young women as mere extensions of the brand’s aesthetic instead of individuals with distinct offerings.
Even those who work for the brand continue to face unfair treatment. Non-white employees at Brandy Melville experience heightened discrimination from both their peers and management, despite seemingly ‘making the cut’ to work with the brand. These employees frequently encounter subtle and overt forms of bias, from being overlooked for work opportunities to being excluded from the brand’s idealized image of beauty, finding themselves “assigned to work behind the register or in the stockroom” while their white counterparts dispersed across the sales floor, serving as actual representatives for the company (Lang, 2024). Perpetuating systemic racism and even mirroring it in their stores, Brandy reinforces the narrative of whiteness as beauty through sidelining people of color.
Black employees, whose presence is already sparse, report being assigned to dead shifts, only to be let go when a white woman becomes available to replace them (Cohen, 2021). Working for a brand that promotes idealized femininity and a relaxed, rustic charm, Black employees and other team members of color cannot help but feel pressured to suppress their natural beauty in order to fit in with the target customer base. The harm is twofold, as Brandy also misses out on valuable, diverse perspectives and opportunities for innovation. As consumers begin to recognize the impracticality of paying $20 for a basic white tank top, highlighting the vibrant fashion influences of different cultures could prove to be a profitable strategy for the company.
There are numerous strategies Brandy Melville could implement to align with modern values of diversity and inclusion through simple steps like offering medium and large sizes, showcasing more models of color on their website and in their stores, and employing individuals of all sizes. It wouldn’t undermine their brand authenticity nor hurt their profits, most likely yielding the opposite effect. Yet, they choose not to do so. While the brand’s commitment to exclusivity and narrow ideals of femininity appears as a moral downfall, it appears to be its ultimate driver in marketing success. Teenage girls will go to great lengths to be part of the ‘in group,’ and in a society that has historically and systemically idolized skinny and white, Brandy Melville has capitalized on this desire flawlessly.
Lang, Cady. “How HBO’s Brandy Hellville and The Cult of Fast Fashion Reveals the Dark Side of the Brand.” Time. 12 April 2024. https://time.com/6965880/brandy-hellville-documentary-true-story/. He, Kayla. “Brandy Melville Gets Flak on China’s Biggest Lifestyle Platform.” Radii. 16 May 2022. https://radii.co/ article/brandy-melville-china. Former Employee. Comment on Indeed. Indeed. 4 September 2024. https://www.indeed.com/cmp/Brandy-Melville/reviews?__cf_chl_tk=0Yp8OgNniCZobaqi4P_ zstA2jGouTy_g74nZIvPFQ_s-1729619013-1.0.1.1-NrwY3Z3sVcmYWTML.nozkbFu4ETPf7bsl767LmgV0Fc. Cohen, Danielle. “Working at Brandy Melville Sounds Like an Absolute Nightmare.” The Cut. 7 September 2021. https://www.thecut.com/2021/09/working-at-brandymelville-sounds-like-an-absolute-nightmare.html.
How Brands are Using Elements to Boost
Ari Lo QST ‘26
Hi, I’m Ari! I’m a junior at Boston University studying Psychology with a minor in Business. I’m driven by a passion for understanding people and exploring what motivates their decisions, and I’m especially interested in consumer insights and how they shape creative marketing strategies. Whether it’s planning events, brainstorming innovative ideas, or working on team projects, I thrive in dynamic environments where I can combine creativity and strategy to make an impact. Outside of academics, I enjoy drawing, experimenting with new designs, and playing the guitar. These hobbies fuel my imagination and give me a fresh perspective on my work.
Using Game
Engagement
If you have played Wordle, Pokemon GO, or 2048, you can probably recognize that games have an addictive and satisfying nature. From problem solving to progressive repetition, games find all sorts of different ways to capture our attention. In a modern and growing competitive market, brands are looking to use those same features to boost consumer engagement and satisfaction through the implementation of gamification.
Gamification is a method where companies use a variety of game mechanics– such as goals, time limits, points and rewards– to engage consumers (Complete Guide to Gamification Marketing (Examples Included), 2022). For instance, Starbucks allows customers to earn “stars” for each purchase to level up the quality of their potential in-store rewards. The “star” system gives consumers a goal to work towards as well as a sense of gratification at hitting each new level (Embracing Interactive Content: The Rise of Gamification in Marketing—GenTech Marketing, 2023). This system of reward collection promotes an increase in customer visits, helping Starbucks to further establish an engaged, loyal customer base.
Some brands take gamification a step further by collaborating with existing game companies to host joint campaigns. For instance, McDonald’s organizes a Monopoly promotion every year, offering prizes for acquiring game pieces through the purchase of specific menu items. In 2024, McDonald’s gave away large prizes such as a Chevrolet Equinox and a VIP trip to Universal Studios (2024 Monopoly Double Play at McDonald’s, 2024). By coordinating these larger events, brands are also given the opportunity to return value to consumers in a creative way.
While gamification allows for a fun and innovative way to increase customer retention, companies must be careful not to overcomplicate their brands by implementing too many game mechanics at once. An abundance of game mechanics may discourage consumers from completing overwhelmingly complicated tasks, making gamification less effective or even negatively impacting a brand’s sales. Ensuring simplicity in tasks is what enables customers to continue feeling a sense of achievement, allowing gamification to provide long-term value to companies and consumers.
Hi! I’m Isabella Peypoch and I am a freshman at Boston University. I am majoring in Economics and minoring in Business Administration and have an interest in marketing. I was super excited to be a part of this semester’s Content Committee and enjoyed sharing my perspectives on marketing’s role in shaping culture and brands. In my free time, I enjoy staying active, dancing, and exploring Boston!
Isabella Peypoch
Woke Marketing: It’s Criticisms and Highlights
From ice cream companies championing climate change to fast fashion brands claiming sustainability, woke marketing has become a top marketing strategy in today’s day and age. But, as corporations try to align themselves wit social causes, it brings a vital question to the table: are these campaigns about genuine change or just to “look good” at a glance? We will explore this blend of activism and advertising and what it really means for consumers and companies.
Woke marketing, where brands align with social causes such as diversity, inclusivity, and sustainability, has become a powerful trend in the fast fashion and food industry. By promoting social justice values, fast fashion companies aim to connect with consumers who increasingly prioritize ethical considerations alongside fashion. This marketing is characterized by authenticity, inclusivity, and activism, with marketers targeting clear communication of values, and taking proactive steps to support causes.
The concept of woke marketing is rooted in broader societal movements of the 20th and 21st centuries. With historical movements such as the Civil Rights movement focused on racial equality, brands like Pepsi and Coca-Cola began to reflect it in their advertising with Black actors and in targeting Black consumers through direct representation in advertising. With the late 1970’s Environmentalist movement, brands such as Patagonia and The Body Shop prioritized sustainability and eco-friendly practices.
Transitioning from societal movements to the digital age, social media has helped to amplify woke marketing, especially within Generation Z. Social media outlets such as Instagram, Twitter, and TikTok provide brands with platforms to showcase their values and engage with consumers directly. For example, brands can participate in trending social movements using hashtags such as #ClimateAction or #BlackLivesMatter. Social media provides brands with platforms to engage with consumers directly, showcase their values, and take public stances on social issues. Brands also partner with influencers, who have very loyal and trusted followers, to promote brand values authentically and advocate for social causes.
Woke marketing, while often presented as a progressive effort, can mask deeper differences within a business operation. In the fast fashion industry, woke marketing is often criticized as a superficial tactic, with ethical messaging clashing against exploitative practices. While brands may promote sustainability or diversity through their advertising, their business models—based on mass production and quick turnaround—often contradict these messages. One example of Woke marketing within fast fashion is H&M’s “Conscious Collection,” which promotes eco-friendly materials and sustainable fashion. This campaign appeals to environmentally conscious shoppers who want to reduce their ecological footprint. Nonetheless, H&M has been criticized for perpetuating a culture of overproduction and waste, undermining its environmental messaging. Though, some businesses have embraced woke marketing in ways that align authentically with their values and practices. In particular, one of my particular favorite ice cream brands, Ben & Jerry’s, is perhaps the world’s most “woke” brand. In 2024, Ben & Jerry’s launched its first ad campaign in over a decade, targeting issues such as climate change, etc. When founders Ben Cohen and Jerry Greenfield launched their small ice cream shop in Burlington, Vermont, in 1978, they advocated for small farmers, gave entry-level salaries higher than the Vermont minimum wage, and used fair-trade ingredients in production. After going public in 1985, the founders still managed to direct 7.5% of the pre-tax profits into charity. From the get-go, there was a conscious footprint intertwined into the brand’s DNA, in everything that the founders did. Eventually, Unilever offered to buy Ben & Jerry’s and two decades later, Unilever has mostly stayed true to the original Ben & Jerry’s values. In 2018, it gave the company $2.7 million to support grassroots social justice and environmental projects, and still the “living wage” was $17.78 an hour, much higher than Vermont’s $10.78 minimum. Christopher Miller, a former GreenPeace director, started directing Ben & Jerry’s marketing towards racial justice projects in 2012. Of course, many people will have mixed opinions on the role of woke marketing. But Ben & Jerry’s is “comfortable with the idea that we don’t need to be inoffensive to everyone.” (Miller) Still today, Ben & Jerry’s serves to move beyond direct corporate interest and into important social issues of today.
In conclusion, woke marketing has become a powerful tool for brands to connect with socially conscious consumers, especially younger generations like Generation Z. By aligning with causes like sustainability, diversity, and social justice, companies can demonstrate shared values and build loyalty. Brands like Ben & Jerry’s show how long-term commitment to social causes can create trust and lasting impact. On the other hand, fast fashion’s attempts
at sustainability often reveal the gap between their messaging and their practices, raising questions about whether their efforts are genuine.
Although there is a growing demand for brands to stand on important issues, it also reminds us, as potential consumers, to look beyond the surface.
Every Brand Wants to be “Woke.” Ben & Jerry’s Actually Is. (n.d.). Money. https://money.com/ben-and-jerrys-woke-marketing/
Kelly, C. (2024, June 13). Ben & Jerry’s First Ad Campaign in Years Is a Call for More Activists. Marketing Dive. https://www.marketingdive. com/news/ben-jerrys-activism-purpose-driven-marketing-campaign/718754/
How “woke” marketing lets fast fashion brands get away with environmental and labour abuses - Human Trafficking Search. (2024, August 14). Human Trafficking Search. https://humantraffickingsearch.org/resource/ how-woke-marketing-lets-fast-fashion-brands-get-away-with-environmental-and-labour-abuses/
Akshat Singh Bisht. (2024, June 20). What is Woke Marketing. Digital Marketing Consultant & Expert Akshat Singh Bisht | Digital Marketing Expert , Consultant & Advisor; Digital Marketing Consultant & Expert Akshat Singh Bisht. https://akshatsinghbisht.com/what-is-woke-marketing/ The rush to promote woke and why only the quality of the product should matter. (2021, August 26). Marketingbureau Brainycloud. https://www. brainycloud-marketing.com/en/blog/woke-marketing-and-companies/
The Genius Behind Nike’s “Just Do It”
I’m Josh Jana, a student at the Questrom School of Business, Class of 2027, concentrating on marketing. At Boston University, I’m an active participant in the Marketing Club, specifically within the TikTok, Case, and Content committees. My passion lies in creative endeavors, whether through projects, entrepreneurial ventures, or case competitions, all within a collaborative environment.
Beyond my academic and business pursuits, I deeply enjoy composing music, a hobby I’ve cherished since high school. My compositions are driven by emotion and creativity, providing a fulfilling outlet that complements my professional interests.
I believe that everyone can make a significant impact, which is at the heart of marketing. It’s about showcasing ourselves to the world and leaving a lasting impression, whether through word of mouth, online presence, or personal interactions.
Josh Jana QST ‘27
Introduction
Nike’s “Just Do It” is not just a slogan but a cultural phenomenon that has transcended sports and become a mantra for motivation and action. Introduced in the late 1980s, this three-word phrase has profoundly impacted Nike’s brand identity and marketing strategy, propelling the company to global recognition and success. Today, the brand inspires consumers and athletes and started an internet trend. But what is the story behind this iconic slogan? How did it come to be, and what makes it so powerful?
The Birth of an Iconic Slogan
Despite such a powerful slogan, not many people know about its dark origin. In 1976, Gary Gilmore was a criminal who requested the death penalty, which came as a shock to others. When the day came and was asked for any last words, he responded: “Let’s do it.”
In the late 80s, Nike competed in the sports fashion world and needed a compelling phrase. Although a potentially controversial statement from a criminal figure, this caught the eye of advertising executive, Dan Weiden, who resonated with those words and decided to use them despite their dark origin. The phrase displays a sense of urgency and determination that could be connected to Nike’s consumer base, which were athletes and the general public. Thus Dan Weiden approached Nike executives with the phrase, “Just do it.” Although skeptical, they decided to trust the phrase. This proved to be a smart decision, as Nike’s sales increased by 40% since its debut and the company’s brand value was over $34 billion by 1988 and reached $1.2 billion in revenue.
Crafting the Message
The thought process behind the slogan was to capture the spirit of determination and the drive to push limits, which resonated with athletes and the public alike. “Just Do It” embodies Nike’s brand ethos of encouraging people to take action, regardless of challenges. The slogan represents the company’s core values of innovation, performance, and determination, matriculated to inspire consumers to pursue their ambitions.
The accompanying ads and commercials they had were featuring people engaging in various physical activities, from running and basketball to skateboarding and weightlifting. One particular ad in the 1988 “Just Do It” campaign featured an 80-year-old marathoner Walt Stack. He showcases determination and action despite his old age, showcasing that age nor ability should be a barrier
This action exemplifies Nike’s brand messaging that remains relevant even years later. Slogans such as “Find Your Greatness” and “Unleash Your Inner Athlete” emphasize the importance of self-improvement and personal empowerment. However, none came as close as to the impact of the “just do it” campaign, increasing brand recognition and the future outlook of the company’s culture.
The Impact on Nike’s Branding
The initial reception of the slogan was overwhelmingly positive, revolutionizing Nike’s marketing strategy. Successful ad campaigns featuring “Just Do It” include the famous 1988 ad with Walt Stack, which highlighted endurance and grit, and more recent campaigns with athletes like Colin Kaepernick and Serena Williams that touched on social issues and personal triumphs.
The slogan has played a crucial role in establishing Nike as a brand synonymous with athletic excellence and personal empowerment. The company’s market share in the sports apparel industry grew significantly, and its innovative and inspiring campaigns continued to resonate with diverse demographics. For instance, Nike’s market share in North America went from 18% in 1988 to 43% in 1998. In 2021, Nike dominated 58% of the global athletic footwear market’s revenue, generating $28.02 billion out of the global market’s $48.2 billion.
Cultural Influence and Legacy
“Just Do It” has transcended sports and become a cultural mantra. It has influenced pop culture, other brands, and even the language used in everyday conversations. The slogan has appeared in memes, and motivational speeches, and has been adopted by other brands looking to emulate Nike’s success. The phrase’s cultural influence is evident in its enduring relevance. It has been used to inspire people from all walks of life to take action and achieve their goals, making it one of the most recognizable and impactful slogans in advertising history. A 2018 study revealed that 62% of people worldwide recognize the slogan, demonstrating its widespread reach.
The Aftermath: “Just Do It” in the Internet Age
Even in the digital age, “Just Do It” has found new life on the internet. The slogan is frequently used in memes, social media posts, and viral videos, often to motivate or inspire people to take action. It has become a rallying cry for
various online communities, from fitness enthusiasts to entrepreneurs. The phrase’s simplicity and motivational power make it a perfect fit for the fastpaced, shareable nature of online content.
Nike has also leveraged the internet to keep the slogan relevant. The company’s social media campaigns often feature the “Just Do It” tagline, encouraging users to share their own stories of perseverance and achievement. This user-generated content helps to keep the slogan fresh and relatable, while also fostering a sense of community among Nike’s followers. For example, the “Dream Crazy” campaign in 2018, which featured Colin Kaepernick, generated significant online engagement and won an Emmy for Outstanding Commercial.
Conclusion
The enduring power of the “Just Do It” slogan lies in its simplicity and universal appeal. From its dark origins to its profound impact on Nike’s brand and beyond, “Just Do It” continues to inspire people worldwide to take action and strive for greatness. Its legacy as a cultural and motivational touchstone remains as strong today as it was when it was first introduced.
Creus, N. (2024, February 28). Beyond the slogan: The cultural impact of Nike’s “just do it.” Medium. https://medium.com/@ncreus.ieu2021/ echoing-beyond-boundaries-the-timeless-impact-of-nikes-just-do-itfb62207147de
Maheshwari, N. (2023, February 21). The power of “just do it”: A comprehensive analysis of Nike’s iconic marketing campaign. Medium. https:// medium.com/@nehalmaheshwarie/the-power-of-just-do-it-a-comprehensive-analysis-of-nike-s-iconic-marketing-campaign-8e4adf4a4d0d
Television Academy. (2019). Dream crazy - nike. Television Academy. https://www.emmys.com/shows/dream-crazy-nike
Tighe, D. (n.d.). Topic: Nike. Statista. https://www.statista.com/topics/1243/ nike/#statisticChapter
Yeung, N. A. (2023, November 4). The Nike “just do it” Slogan: Origin, meaning, and impact. Profolus. https://www.profolus.com/topics/ the-nike-just-do-it-slogan-origin-meaning-and-impact/#:~:text=Nike%20introduced%20the%20%E2%80%9CJust%20Do%20 It%E2%80%9D%20campaign%20in,campaign%20marked%20the%20 debut%20of%20the%20iconic%20slogan.
Isabella Tejada
QST ‘27
I am a sophomore majoring in Psychology, with plans to pursue either a dual degree or minor in Business Administration. I have a passion for exploring and writing about fashion, pop culture, and current political trends. With these interests, I hope to uncover and highlight the intersections of these fields within the world of marketing! I was born and raised in New York City, so in my free time, I enjoy going around the city of Boston and spotting the differences between these two cities!
The Unintentional Genius Marketing of Charli XCX’s ‘Brat’ album
A collection of infectious, body-grooving beats curated by the biggest names in the pop industry; its legacy to this generation is written in…Arial?
On February 28th, 2024, British pop star, Charli XCX, took X by storm with an amusingly ‘unamusable’ teaser of her newest album, “Brat,” unveiling her never-seen-before sixth album cover. Despite Charli’s tenure as a seasoned pop musician, her “Brat” aesthetic reminisces of a low-budget basement gig flyer slapped together by a freshman DJ, with nothing but a dream and a free trial of Picsart. Fans of Charli XCX were torn over the cover’s seemingly “lazy” design, sparking debate over whether it was a rough draft that slipped through the cracks or a tongue-in-cheek satire of modern design. Its monotone, yellowish-green background, and Arial-type font stick out tremendously relative to Charli’s past high-budget, ‘well-produced’ covers. Despite this, “Brat” has seen international success and has been described as Charli XCX’s breakthrough album. Most importantly, “Brat” has made its mark on marketing itself, where numerous firms outside of the music industry have referenced her album – from finding its way onto Boston University admissions social media page to being welcomed into the presidential campaign trail of current Vice President, Kamala Harris. Throughout this piece, we will break through the ‘lazy’ marketing of “Brat” and uncover the ingenious rollout that has solidified its place in pop culture and society. But first, what does it mean to be ‘brat’?
According to the artist herself, Charli defines it to be, “Like that girl who is a little messy and likes to party and maybe says some dumb things sometimes... Who feels like herself but maybe also has a breakdown. But kind of like parties through it, is very honest, very blunt. A little bit volatile. Like, does dumb things. But it’s brat. You’re brat. That’s brat.” (Mazzeo 2024) This unfiltered definition seems to underscore everything “Brat” represents– its playful, messy and spontaneous qualities feel refreshing in the landscape of hyper-polished pop stars and media outlets.
However, during an interview with Apple Music, Charli (2024) recently revealed that this distinctive, unrefined aesthetic of Brat was not a calculated stylistic choice but rather a cost-saving measure driven by her doubts about the album’s commercial viability. Reflecting on this period, she admitted, “This
album is not going to appeal to a lot of people.” (Rolling Stone 2024) This apprehension proved to be a blessing in disguise. Freed from the constraints of mainstream expectations, Charli embraced greater creative liberty, allowing her to focus on authenticity rather than pandering to conventional media standards. Her apprehension pushed her to make budget-conscious decisions, which ultimately shaped the album’s raw, minimalist design. Ironically, this very approach became the cornerstone of its massive success.
This approach transformed itself into a strategy of reactive marketing; one that thrived on provoking discussion rather than catering to safe, predictable reactions. She highlights that one of her goals for this album was to elicit discourse from her fanbase, stating “I knew that a lot of people would be sort of frustrated or disappointed by it…I think for me, it’s like I would rather have those conversations, which actually in some cases became quite explosive, than a picture where people are like, ‘She looks good’...” (Shafer 2024) In this way, Charli’s marketing team began to ‘bratify’ random walls, moving trucks, and digital traffic signs worldwide by adding the design of the album’s low-effort cover; often eliciting a media frenzy once spotted. Choosing to spark polarizing reactions, Charli redefined the relationship between artist and audience. She traded superficial approval for meaningful engagement, inviting fans and critics alike to grapple with the album’s rawness and intent. The album wasn’t just music; it was a statement—one that exposed the tension between artistic authenticity and commercial palatability. This unapologetic character transformed Brat into more than an album—it became a catalyst for discourse and disruption, solidifying its place as a cultural phenomenon.
Behind the album’s chaotic cover, Charli’s boisterous, bass-driven tracks seamlessly align with its messy, fun aesthetic. Yet beneath these electrifying rhythms lies a deeper exploration of themes such as womanhood, self-image, mental health, generational trauma, and self-expression in an often stifling society. Brat transcended its identity as a mere collection of songs, emerging as a bold statement on creative freedom and a critique of industry conventions. Brat has cultivated a cult following within Gen Z, with its raw aesthetic and controversial rollout resonating deeply with listeners seeking authenticity and defiance. This approach has elevated the project beyond traditional pop expectations, capturing the essence of a generation that craves original and innovative media that highlights current issues within society. The explosive conversations it ignited highlighted its cultural resonance, solidifying Brat as both a catalyst for disruption and a defining moment in Charli’s artistic journey.
The cultural impact of “Brat” extended far beyond the music industry, sparking a phenomenon of widespread “bratification.” Brands, public figures, and campaigns began aligning themselves with the album’s ‘party girl’ nature to tap
into its cultural momentum. Among the most prominent examples was the surprising adoption of Brat’s imagery and attitude by Democratic candidate Kamala Harris during her campaign
Charli herself amplified this association by endorsing Harris with a simple yet powerful statement on X: “Kamala IS Brat.” These three words transformed Harris’s campaign into a cultural talking point, fusing politics with the disruptive energy of the Brat movement. The endorsement not only resonated with younger, politically engaged voters but also broadened Harris’s appeal by associating her campaign with themes of authenticity, boldness, and empowerment. (Mazzeo 2024)
The collaboration became an unexpected success, as Harris’s campaign strategy birthed an innovative fusion of pop culture and politics, demonstrating the transformative power of “Brat” as a cultural touchstone capable of shaping narratives far beyond its original intent.
Ultimately, Brat’s creative use of reactive marketing and its deep understanding of its young audience have propelled it to stardom, securing its place in pop culture. With this innovative approach, it sets a new standard for how artists connect with fans. As our landscape continues to evolve, it’s clear that the next marketing genius will emerge, ready to push boundaries even further and redefine what it means to be effective in marketing, perhaps by tuning into their own ‘brat’ persona and once again shaking up the norms of the industry.
Eczmien, S. (2024, August 1). Kamala equals brat: A lesson in reactive marketing. Forbes. https://www.forbes.com/sites/shirajeczmien/2024/08/01/kamala-equals-brat-a-lesson-in-reactive-marketing/ Mazzeo, E. (2024, July 25). Kamala Harris ‘is brat,’ says singer Charli XCX: Explaining why yes, that’s a compliment. People. https://people.com/kamala-harris-brat-summer-charli-xcx-explained-8681485 Shafer, E. (2024, August 2). Charli XCX reveals why her ‘Brat’ text became an album cover. Rolling Stone. https://www.rollingstone.com/music/music-news/charli-xcx-reveals-brat-text-cover-reason-1235128908/ WorkLife Ventures. (2024, August 3). Brat summer: When marketing goes viral. WorkLife. https://www.worklife.vc/blog/brat-summer-when-marketing-goes-viral
Joleen Chng
A Look into Marketing
QST ‘28
Hello! I’m Joleen Chng, a freshman pursuing a degree in Business Administration and exploring concentrations in marketing and strategy. I’m passionate about exploring innovative marketing techniques, and this article has been a fantastic opportunity to dive deeper into the luxury sector and its unique marketing strategies. Being part of the content committee has allowed me to gain valuable experience in editorial writing and graphic design, further fueling my interest in the intersection of creativity and business. Fun fact: I’m originally from Singapore!
into Dior’s
Strategies
Founded in 1946, Dior has become synonymous with unparalleled elegance, innovation, and luxury. Known for its exquisite haute couture, innovative beauty products, and expertly crafted leather goods, the brand has solidified its position as a global symbol of sophistication. Ranked 6th in the 2024 Luxury & Premium Brands ranking and boasting $50 billion in revenue in 2023, Dior’s influence continues to grow in the competitive world of luxury retail. But what is it that truly sets Dior apart and drives its appeal to a broad, yet discerning audience? In this article, we will explore the key elements behind Dior’s marketing success—examining how the brand elevates consumer willingness to pay through the strategic targeting of its audience and the effective deployment of its marketing mix.
To effectively market to consumers, Dior must first distinguish between its broader target market and its more specific target audience. The target market refers to the larger group of potential customers a brand aims to reach with its products and services, while the target audience is a more narrowly defined segment within that market, representing the specific group a company focuses on for particular marketing campaigns or messages. For Dior, the target market consists primarily of high-net-worth individuals who value luxury, exclusivity, and craftsmanship, as well as fashion-conscious consumers drawn to established, reputable brands. Within this broader market, Dior’s target audience is predominantly women, though the brand also offers products for men and children. Understanding this distinction is crucial for tailoring marketing strategies to meet the unique demographic, psychographic, and geographic characteristics of these distinct consumer segments.
Dior’s strategic use of the M’marketing mMix’—pProduct, pPlace, pPrice, and pPromotion—helps it maintain a competitive edge in the luxury market, differentiating itself from other high-end brands like Chanel and Prada.
Product:
Dior’s diverse product lines cater to the fashion-conscious consumer who values exclusivity, quality, and timeless design. The brand’s products blend traditional craftsmanship with modern aesthetics, creating a powerful appeal that enhances feminine beauty. Dior’s offerings include:
Haute Couture and Ready-to-Wear Clothing
• Accessories
• Beauty and Cosmetics
• Fragrances
Jewelry
Watches
Eyewear
Baby Dior and Children’s Wear
• Home Decor
Books and Accessories
Dior’s product evolution reflects its ongoing commitment to innovation. The brand’s first collection in 1947, known as the “New Look,” revolutionized fashion with its cinched waists and billowy skirts, establishing Dior as a leading name in luxury fashion. Following this, Dior expanded into fragrances, launching the iconic Miss Dior in honor of Christian Dior’s sister. Over time, the brand extended into skincare and beauty, with products tailored to specific skin types and widely favored by makeup professionals worldwide.
Place:
Dior’s retail strategy focuses on exclusivity and accessibility through a mix of physical stores, online platforms, and high-end partnerships. With over 200 locations globally, including flagship boutiques in fashion capitals like Paris, Milan, and New York, Dior reaches affluent consumers in key international markets. The brand also employs selective distribution, ensuring its products are only available through authorized channels to maintain brand prestige. Dior’s online presence, through both its official website and luxury e-commerce retailers, enables it to cater to a global audience, while strategic placements in travel retail and airports capture the attention of affluent travelers. Additionally, pop-up stores and exclusive events in major cities generate excitement and allow Dior to engage directly with its target audience in unique ways.
Price:
Dior employs a premium pricing strategy that positions its products as symbols of luxury and exclusivity. The brand uses a skimming pricing strategy for new collections, starting with higher prices to capture early adopters willing to pay a premium for the latest designs. Despite fierce competition from other luxury brands, Dior maintains price consistency across its retail and online channels, reinforcing
its high-end positioning. Limited-edition products and exclusive offerings further enhance the perception of rarity and luxury. To justify these premium prices, Dior offers value-added services such as personalized fittings, customization options, and exceptional after-sales support.
Promotion:
Dior’s promotional strategy blends traditional luxury marketing with modern digital techniques to build brand awareness and enhance consumer engagement. Celebrity endorsements and influencer collaborations with figures like Rihanna, Jennifer Lawrence, and Anya Taylor-Joy amplify Dior’s visibility and appeal. The brand also capitalizes on experiential marketing, with high-profile fashion shows, art exhibitions, and exclusive events to create an immersive experience for its customers. Dior’s digital presence is equally strong, leveraging social media platforms and online content to reach a wider, global audience. By maintaining a mix of exclusive in-person events and digital campaigns, Dior continuously reinforces its status as a symbol of luxury.
Ultimately, Dior’s success as a global luxury brand can be attributed to its marketing strategies, which enable it to maintain a strong competitive position in the fast-paced and ever-changing luxury market. By consistently offering high-quality products and offering good customer service, Dior will continue to build consumer loyalty and appeal, remaining a symbol of sophistication and desirability, setting the standard for luxury in the 21st century.
MEET THE DESIGNERS.
Originally from Concord, MA, I am a sophomore at Boston University pursuing a Bachelor’s in Graphic Design and a minor in Business. I enjoy the many areas of graphic design, having experience from branding to web design. Prior to university, I worked primarily in traditional arts, my favorite mediums being watercolor and gouache.
In addition to being a part of the Content Committee at BU’s Marketing Club, I participated in a pre-professional design internship through BU Forge LABS where I helped design a dating app’s brand. Outside of school, I enjoy thrifting, playing soccer, and going on long runs.
Hello! My name is Jocelyn, and I’m currently a junior in Questrom. I’m also concentrating in marketing and minoring in media science. I’m passionate about getting to learn more about marketing and the power it has to create lasting impressions!
QST ‘26
Ivy Gomez
QST ‘28
Ivy is a junior at Boston University majoring in Marketing and Business Analytics with a minor in Political Science. She is passionate about blending data analytics with creative storytelling to drive impactful marketing strategies. As the Marketing Chair for the South Asian Student Association, Ivy implements culturally-focused campaigns. Her professional experience includes managing Google Ads during her internship at Commonpoint Queens and leading guerrilla marketing campaigns with BU’s Guerrilla Marketing Society. A first-generation Bengali-American from NYC, Ivy’s entrepreneurial spirit is evident in her initiative, iLearn-US, which supports immigrant and first-generation communities navigating systemic barriers. She aspires to a career in digital strategy consulting, focusing on intersectional marketing and brand growth. When not immersed in projects, she enjoys exploring South Asian literature, writing poetry, and watercolor painting.
