What "Be Like Mike" did for Gatorade's influence in the market ...
In this class, I shared with my students the brilliance of Gatorade's marketing strategy and its connection to Michael Jordan to endorse their product.
I believe it was an early example of “tanning” that tapped into the culture of athletes and those who wanted to be athletes from all over the world.
The philosophy of tanning refers to the blending of various cultural, racial, and demographic groups, driven primarily by the influence of hip-hop and urban culture.
The “tanning” concept in business encompasses the following key ideas:
1- Cultural Merging: Tanning acknowledges the power of diverse cultures coming together, and breaking down traditional racial and ethnic barriers.
This convergence leads to the creation of a new, unified cultural landscape.
2- Youth Influence: Young people, often driven by hip-hop and urban culture, are the driving force behind this cultural blending.
Their tastes, preferences, and lifestyle choices are shaping the mainstream market.
3- Authenticity: Tanning emphasizes the importance of authenticity in marketing and branding.
Businesses must genuinely connect with their audience by understanding and embracing the cultural forces that drive them.
4- Inclusivity: As cultural lines blur, businesses must create inclusive marketing strategies that resonate with a diverse audience.
Tanning highlights the need for brands to be relevant, relatable, and respectful of various cultural backgrounds.
5- Economic Impact: The tanning phenomenon has far-reaching economic implications.
As brands adapt to this new cultural landscape, they are more likely to succeed in a marketplace that values inclusivity, authenticity, and innovation.
The philosophy of tanning in business emphasizes the importance of understanding and embracing cultural convergence, driven by hip-hop and urban culture.
This approach encourages businesses to create inclusive, authentic, and culturally relevant marketing strategies that resonate with diverse audiences, ultimately leading to greater success in today's global market.
