Murketing
Encyclopedia
Murketing is an advertising strategy that avoids direct sales of a product and focuses instead on vagaries such as buzz
, brand identity and publicity
. The phrase, a portmanteau of "murky" and "marketing," was coined by author Rob Walker
.
, which spent millions of dollars promoting stealth events and competitions that had little to do with their actual product. Pabst Blue Ribbon
similarly attempted to cultivate an apathetic image by deliberately not trying to sell or brand their product, knowing that doing so would have alienated their brand-weary potential customers. The use of viral videos, often unattributed or only indirectly attributed to a brand or company, is also considered a "murketing" technique.
in Cuba
in order to describe the "murky marketing" displayed by Red Bull’s sponsorship of a kyteboarding contest. The word is now used in marketing and advertising circles as well as with media critics who use the term to point out deceptive marketing tactics.
Buzz
-People:*Buzz Aldrin , American pilot and astronaut, second person to set foot on the Moon*George Beurling , Canadian World War II fighter pilot*Buzz Hargrove , National President of the Canadian Auto Workers trade union...
, brand identity and publicity
Publicity
Publicity is the deliberate attempt to manage the public's perception of a subject. The subjects of publicity include people , goods and services, organizations of all kinds, and works of art or entertainment.From a marketing perspective, publicity is one component of promotion which is one...
. The phrase, a portmanteau of "murky" and "marketing," was coined by author Rob Walker
Rob Walker (journalist)
Rob Walker is an American author and freelance journalist. He is a contributing writer to The New York Times Magazine and blogger for Design Observer....
.
Examples
Well known examples of murketing include the launch of Red BullRed Bull
Red Bull is an energy drink sold by the Austrian Red Bull GmbH, created in 1987 by the Austrian entrepreneur Dietrich Mateschitz. In terms of market share, Red Bull is the most popular energy drink in the world, with 3 billion cans sold each year. Dietrich Mateschitz was inspired by an already...
, which spent millions of dollars promoting stealth events and competitions that had little to do with their actual product. Pabst Blue Ribbon
Pabst Blue Ribbon
Pabst Blue Ribbon is a brand of beer sold by Pabst Brewing Company, originally established in Milwaukee, Wisconsin, but now based in Los Angeles. Pabst Blue Ribbon is contract-brewed in six different breweries around the U.S...
similarly attempted to cultivate an apathetic image by deliberately not trying to sell or brand their product, knowing that doing so would have alienated their brand-weary potential customers. The use of viral videos, often unattributed or only indirectly attributed to a brand or company, is also considered a "murketing" technique.
Usage and Etymology
Murketing first appeared in the work of Rob Walker, notably his 2008 book Buying In: The Secret Dialogue Between What We Buy and Who We Are. He claims to have come up with word while on assignment for Outside MagazineOutside (magazine)
Outside is an American magazine focused on the outdoors. The first issue debuted in September 1977 with its mission statement declaring that the publication was "dedicated to covering the people, sports and activities, politics, art, literature, and hardware of the outdoors..."Its founders were...
in Cuba
Cuba
The Republic of Cuba is an island nation in the Caribbean. The nation of Cuba consists of the main island of Cuba, the Isla de la Juventud, and several archipelagos. Havana is the largest city in Cuba and the country's capital. Santiago de Cuba is the second largest city...
in order to describe the "murky marketing" displayed by Red Bull’s sponsorship of a kyteboarding contest. The word is now used in marketing and advertising circles as well as with media critics who use the term to point out deceptive marketing tactics.