A family-operated company, founded by sisters, Mallory and Chelsea.
Our holistic approach
Marketing strategies have evolved dramatically over time, moving from simple product promotion to complex, values-driven approaches.
Below explores traditional marketing and compares it with MMBI's three modern approaches: holistic, regenerative, and transformative marketing, providing examples and historical context for each.
Traditional marketing refers to the process of fulfilling the target audience's needs using offline channels and making a profit. It encompasses marketing methods that existed before digital platforms, focusing on the classic 4 Ps of marketing (Product, Price, Place, Promotion).
Focuses primarily on product offerings and sales
Employs one-way communication methods
Emphasizes broad reach rather than personalization
Despite the digital revolution, traditional marketing remains effective for building brand awareness and reaching broad audiences, particularly in local markets. Many companies still rely on these methods due to their proven effectiveness and the tangible presence they create in the marketplace.
Billboard Advertising: Strategic placement in high-traffic areas providing 24/7 visibility
Print Media: Newspaper and magazine advertisements that offer credibility and trustworthiness
Broadcast Media: Television commercials (such as Super Bowl ads costing around $5.6 million for a 30-second spot in 2021) and radio advertisements
Holistic marketing represents an integrated approach that considers all aspects of a business and its marketing efforts, focusing on the overall experience and value provided to customers. Its goal is to create a cohesive and consistent brand presence across all touchpoints.
Takes a comprehensive approach versus channel-specific tactics
Integrates all business aspects rather than separating marketing functions
Emphasizes building relationships over making transactions
Aligns all touchpoints to deliver a unified message
A holistic marketing strategy encompasses relationship marketing, integrated marketing, internal marketing, and socially responsible marketing, all working together to create a seamless customer experience.
Coca-Cola: Their "Share a Coke" campaign transformed their iconic logo with popular names, while their "Taste the Feeling" campaign maintained consistency across all platforms. Internally, they prioritize employee development, and externally, they implement sustainability initiatives like "World Without Waste"
Samsung: Focuses on making user-friendly digital gadgets while providing comprehensive customer experiences through effective customer service and well-trained showroom staff
Customer-Centric Approaches: Putting customers at the center of all business decisions, using data-driven insights to understand needs, preferences, and behaviors
Regenerative marketing goes beyond sustainability by actively working to restore and improve the environment through marketing practices. It focuses on leaving a net-positive impact on the environment, society, and economy—essentially "giving back more than you take.
Prioritizes environmental and social impact over pure profit motives
Goal is restoration rather than just promotion
Creates value for the planet and society, not only customers
Focuses on long-term positive change instead of short-term sales
This approach recognizes that consumers are increasingly environmentally conscious, with 78% of global millennials willing to pay more for sustainable products according to a 2022 NielsenIQ report.
Patagonia: Promotes sustainable materials while donating millions to sustainable agriculture programs, endangered species protection, coral reef restoration, and forest restoration initiatives
Starbucks: Focuses on sustainability and humane sourcing while regularly donating to renewable energy development and working to reduce waste in packaging and products
IKEA: Developed a "People and Planet Positive" strategy that promotes eco-friendly practices, solar energy, and regenerative environmental efforts while working toward 100% renewable energy in stores
Transformative marketing is a strategic approach that creates significant, positive change in consumers' lives and society at large. It addresses deeper needs, values, and aspirations of customers, often leading to shifts in behavior and perspective.
How Transformative Marketing Differs from Traditional Marketing:
Goal is to inspire and empower consumers and not only satisfy immediate needs
Emphasizes long-term impact over short-term sales
Aligns brand purpose with societal and environmental concerns
Transformative marketing recognizes that modern consumers are increasingly seeking brands that align with their values and contribute positively to the world. According to a 2022 study, 82% of consumers want a company's values to align with their own.
Examples of Transformative Marketing:
Nike's "Just Do It" Campaign: This iconic campaign, launched in 1988, transcended product promotion to become a motivational force, inspiring people to push their limits and achieve their goals. The campaign's impact has been so profound that it continues to resonate with audiences decades later, transforming Nike from a sportswear company into a lifestyle brand that embodies personal achievement and empowerment.
Dove's "Real Beauty" Campaign: Launched in 2004, this campaign challenged conventional beauty standards and promoted body positivity. By featuring women of diverse body types, ages, and ethnicities in their advertisements, Dove sparked a global conversation about beauty standards and self-esteem.
Airbnb's "Belong Anywhere" Campaign: This campaign transformed the way people think about travel and accommodation. By emphasizing unique, local experiences and cultural connections, Airbnb shifted the focus from mere lodging to creating a sense of belonging anywhere in the world. This transformative approach has revolutionized the travel industry and fostered a new culture of global community.
Transformative marketing represents a significant evolution in marketing strategies, moving beyond product-centric approaches to create positive change and foster deeper connections with consumers.
