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Marketing the Rainbow: A tram down your throat – from welcome to hate in 6 seconds
It was Pride Month, and that’s mostly about rainbow attention…
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Pride Month campaigns: pinkwashing or allies?
Events are often a great reason for a campaign. June is Pride…
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Marketing the Rainbow: The oldest rainbows
Nowadays you have all kinds of (online) marketing, but ‘in…
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Royal Dutch Shell goes from yellow and red to the six-colored rainbow
No matter how big and old the company is, they have a clear…
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Marketing the Rainbow: The internal DE&I Marketing of Royal Dutch Shell
Royal Dutch Shell & Marketing the Rainbow: about Shell's…
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Super Bowl-ads: What Would Jesus Do?
We always think that we are there in the Journey from Representation…
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Marriott scores with celebrities, wedding boats and the Gay Games
The attention to the LGBT target group is sincere and structural…
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How Mormon Marriott Embraced the Rainbow
LGBT are often considered The Ideal Traveler: they travel more…
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Zalando’s journey from activism to size-inclusive shoes
From dazzling online campaigns to activations at events, and…
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Zalando goes from controversies to hidden stories
Zalando is a relatively young company, but started Marketing…
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How Spain markets itself as a rainbow destination
In Spain they know: it is a good idea to open up to LGBT tourists.…
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Everyone’s Gay in Amsterdam
Amsterdam does not seem to understand that they can alleviate…
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Playing with Pronouns
Reaching young people with expressions of diversity as an everyday…
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The Rise and Fall of Abercrombie & Fitch: The Fall
A remarkable journey of an – especially by American standards…
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The Rise and Fall of Abercrombie & Fitch: The Rise
Abercrombie & Fitch is a well-known clothing brand that…
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LEGO does the rainbow and the alphabet
Toy manufacturers are increasingly thinking in rainbows, reaching…
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Marketing the Rainbow: Barbiemania and the shortage of pink paint
Mattel gave Gerwig a free hand (although they actually wanted…
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Marketing the Rainbow: Avis tries harder
"Avis is not the cheapest of the car rental companies," said…
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Marketing the Rainbow: Bud Light and the 4 billion dollar woman
Although Budweiser has a long and continuous history in Marketing…
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Marketing the Rainbow: Dutch retailer HEMA loves everybody
Hema (est. 1926) has been paying attention to the LGBT community…
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Marketing the Rainbow: Get Woke, Go Broke
Can you just be ‘woke’ as a brand or will that be punished…
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Marketing the Rainbow: It’s Fresh
The fmcg market is a very active participant in Marketing the…
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Marketing the Rainbow: pop music as marketing tool
Music does not always have a message and is not always a marketing…
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Marketing the Rainbow: Unilever 3 – Cornetto’s Asian love stories
Unilever's ice cream brand Cornetto has done some varied LGBT-themed…
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Marketing the Rainbow: Unilever 2 – Ben & Jerry’s trans-activism and marriage equality
A perfect 10 for Unilever's ice cream brand. The idiosyncratic…
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Marketing the Rainbow: pronouns
It is commercially (and socially) interesting for a company…
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Marketing the Rainbow: Unilever 1 – Magnum: Pride ice cream and the ‘lesbian wedding’
fter a one-off early expression in Spain, it remained silent…
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M&M’s causes Chinese supremacy and lesbian invasion
M&M's: woke, lesbian, non-binary, trans, androgynous, and…
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Marketing the Rainbow: the process – and all that came before
I’ve been writing about ‘Marketing the Rainbow‘ almost…
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Marketing the Rainbow: Amstel – I Am What I Am
Since Amstel committed to attaching the values Inclusion &…
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Marketing the Rainbow: Gillette between toxic and ally
Gillette came late to the rainbow podium, but before the 'easy…
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Marketing the Rainbow: The legend of Lesbaru
Subaru was an early starter in Marketing the Rainbow with the…
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Marketing the Rainbow: Sprite uses hate as a marketing tool
Mother Coca-Cola has had a perfect score on the Human Rights…
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MARKETING THE RAINBOW: SPORT AND (UN)SPORTSMANSHIP
As for so many activities, LGBT people organize plenty of sporting…
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SUPPLIER DIVERSITY… OR WHY YOU NEED A SUPPLIER DIVERSITY PROGRAM
“Supplier diversity is a business strategy, not a feel-good…
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BeNeLux LGBTIQ+ Business Chamber
On August 1, 2022 the BeNeLux LGBTIQ+ Business Chamber* (BGLBC)…
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Marketing the Rainbow: The Men from Atlantis
Atlantis is the undisputed leader in gay cruises, and probably…
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Marketing the Rainbow: Booking.com misses relevance with old news and vague promises
Booking.com misses the mark with “revealing” studies that…
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Marketing the Rainbow: Home Deco
A lot of money is spent on renovation, furnishing and remodelling…
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Marketing the Rainbow: fly, fly away
The battle for the favor of the LGBT travelers also takes place…
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Marketing the Rainbow – Diesel, for succesful Loving
Diesel is a rebellious brand, that has integrated sexual fluidity…
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Haters and trolls: the ‘letter to the editor’ of the 21st century
Everyone knows that you really shouldn’t pay attention to…
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Marketing the Rainbow: 5 bizarre LGBT videos
"Bizarre" as marketing tool. Five examples of bizarre LGBT videos:…
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Marketing the Rainbow: TRANSparancy
March 31st. Today is International Day of Transgender Visibility.…
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Marketing the Rainbow: transgender people as a target group
On Thursday it's International Transgender Day of Visibility.…
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Marketing the Rainbow: Airbnb wants everyone to belong
Airbnb was a (very) late starter, but now has a consistent and…
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Marketing the Rainbow: 5 videos that went viral
We all want to go viral, don’t we? But can it also be for…
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Marketing the Rainbow: Uberweddings, Pool, Jump, Eats and drag queens
In spite of some incidents with the drivers Uber has a consistent…
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Marketing the Rainbow: Zeeman
Although we have seen some groundbreaking clips from Dutch clothing…
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Marketing the Rainbow: Big Tobacco
The controversial product 'tobacco' is widely used in Marketing…
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Marketing the Rainbow: looking for a partner?
Even though most of the word homosexuality consists of “sexuality”,…
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Marketing The Rainbow: from Representation To Respect
I have developed the following formula to represent the…
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Cultural Sensitivities and Social Engagement in Marketing
How do you, as a marketer or brand, deal with cultural sensitivities?…
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Marketing the Rainbow: Iceland is cold but heartwarming
Iceland is cold but heartwarming. Rainbows from the airport…
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Marketing the Rainbow: 4 reasons to put your diversity into practice (plus two bonus reasons
For ILOVEGAY.net I wrote the article Marketing the Rainbow:…
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Marketing the Rainbow: The rules of market segmentation.
I wrote this article for Pink Media's ILOVEGAY.NET. It is a…
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Marketing the Rainbow: real estate
“Gay men and real estate are a dream marketing match.”Financial…
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Heineken: from gay vague to inclusivity
Marketing the Rainbow started way back in 1996. However, the…
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ABN AMRO and their casual diversity
In the Human Rights Report 2020, they write:Over the years,…
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Stolichnaya: a brand born from the rainbow
Stolichnaya, better known as 'Stoli', is a vodka made of wheat…
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From hate to endearment: The difference between the Cadbury kiss & the Doritos love story
Social media hardly has a filter, so everyone can spew their poison there. It’s the difference between disgusting and charming. Reactions to two different forms of Marketing the Rainbow.
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Podcast about Amsterdam Pride 2018
Christiana Courtright of media agency 180 Kingsday interviewed…
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The destructive power of Mike Pence
He may be Vice President now, but not so long ago Mike Pence…
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A wedding party with 28 million guests
On June 25, 2015 (the same date that saw the end of racial…
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A wedding party with 28 million guests
On June 25, 2015 (the same date that saw the end of racial…
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6.8 billion reasons to love gay tourists
In 2005, members from the Spain’s People’s Party led…
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Google Plus-minus: failing successes or successful failures?
If you do not like Microsoft, you take a Mac. If you do…
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Why abortion is allowed, but a nipple isn’t. The random censorship of Facebook.
Because Facebook is free, the folks up in California decide…
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Marketing the Rainbow (4) – WHY?
In the past 4 decades many companies, from local businesses to…
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Calvin Klein and Anne Frank are beliebers
Calvin Klein has been known for decades for his controversial…
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Calvin Klein and Anne Frank are beliebers
Calvin Klein has been known for decades for his controversial…
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Marketing the Rainbow (3) – Now, about that Rainbow…
Somewhere over the rainbow,
Way up high …
These lyrics…
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Branding beer with a foamy lip
I am not a beer drinker. Yet I was confronted a number of times…
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Marketing the Rainbow (2) – LGBT and all that goes with it
Last time I told you about “LGBT“. When I started out my…
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Marketing the Rainbow (1) – Introduction
I am doing my PhD Research about Gay Marketing, and would like…