Influencing the Size of Your Market

Guy Murphy
Bartle Bogle Hegarty

Sex and the City. Changing Rooms. Jamie Oliver. To most people these are simply famous things in our culture. But for those businesses who rely on the health of the markets for sex toys, DIY and home cooking, they are much more. These names represent some of the most important catalysts for their commercial success. This can tell us a lot about how to design communications to create a rosy future for categories, not just brands.

This chapter proposes a view that in contrast to a battle for market share, growing markets requires brands to create or to leverage popular culture; broadening what traditionally constitutes 'marketing communication'. It will argue for traditional media plans to be superseded by cultural communications plans, and communications experts to be seen as engineers of social change.