Stronger Together, Marketing Cooperatives and Co-branding

08/18/2015 5:00 pm
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author: 
anonymous

Tuesday, August 18: Marketing Cooperatives and Co-branding
One of the strongest ways that food and farm businesses can collaborate is through the creation of coordinated marketing venues and co-branding. This allows individual small businesses to elevate their profile and benefit from a centralized outlet for their product. This workshop will look at powerful examples of marketing cooperatives and co-branding and will include a facilitated discussion of opportunities (such as a localized alternative to organic certification) for our businesses.
Location: Malcolm X Library (5148 Market Street, San Diego, CA 92114)

Stronger Together Workshop Series
Cooperative business models are a powerful way to achieve economic justice and a thriving local food system. Through a series of summer workshops we invite aspiring and current food and farm business owners who are interested in cooperative models to come together to learn and discuss how we can overcome challenges and create opportunities through collaboration. Hosted by the Common Ground Collective, California Center for Cooperative Development, Ocean Beach People’s Cooperative and the San Diego Small Farm Alliance, the workshops are free and will be held in San Diego from 5pm to 8pm.

Event Location: 
Malcolm X Library, 5148 Market Street, San Diego, CA 92114





marketing and branding are evil

author: 
anonymous

marketing and branding are techniques invented by capitalism to get people to do what they otherwise wouldnt want to do, to do things against their own interests. marketing and branding are disempowering.

i dont understand why folks i considered sisters and brothers in the anti-capitalist struggle are pushing this crap!

Re: marketing and branding are evil

author: 
anonymous

i can think of two remaining dates that could help you understand why they are pushing that crap.

Re: marketing and branding are evil

author: 
anonymous

pointing out that there are two more dates to this series does nothing to answer the issue that was raised.

why would someone who opposes capitalism want to go to events to learn about how to exploit 'consumers' through branding and marketing? the organizers have not provided any information that would attract people opposed to capitalism.

Re: marketing and branding are evil

author: 
anonymous

well i guess i don't understand what specifically you mean by capitalism.

capitalism by my understanding is an economic system in which the means of production are privately owned, instead of democratically shared by the people. what i see happening when enterprises fully embrace this model is that those with privilege, be it social or economic, the means of production is in control of few hands while the majority of less privileged are exploited for their gain.

cooperatives, specifically worker cooperatives, are enterprises in which the means of production are shared democratically amongst the workers. all wealth that is generated can go back into the enterprise or the workers pockets. this tactic has both capitalist and socialist tendencies, but is also neither fully capitalist or socialist. socialist, by my understanding, being an economic system where the government controls the means of production.

i see worker cooperatives as autonomous socialist enterprises, but they vary by individual enterprise and nothing really stops them from being or becoming a shitty business. the ussr, cuba, venezuela, and i'm sure a score of other socialist countries have seen their fair share of shitty socialist businesses and just shitty socialism in general.

i don't know if this helps clarify why anti-capitalists would be interested in this workshop series. i think that is probably why i suggested swinging by and chatting up the organizers. they probably have a better grasp at it than me.

i think people organizing together to find a way to live their lives with purpose without their labor being exploited by those with privilege is pretty fuckin rad and to do that successfully could be revolutionary.

i don't personally agree that marketing and branding are evil capitalist practices. branding an enterprise is basically just naming something. marketing is letting people know that the thing exists. these practices for sure have been used by enterprises in disempowering ways, but i think they would exist in a non-capitalist society.

Re: marketing and branding are evil

author: 
anonymous

Thank you for the reply.

However, branding and marketing are not inocuous terms, but have a history steeped in social engineering directed at manipulating the public to achieve the ends of elites. The term branding originated with the exploitative practice of livestock branding (exploitive to the livestock, indigenous peoples and the environment), but Edward Bernays in the early 20th century did some of the early research on branding and marketing. For example, in one of his experiments, cigarettes were branded as Freedom Torches to market them to women, pinging their interest in women’s rights. Branding cigarettes as Freedom Torches is not just naming them or giving people information, it is playing on people’s emotions to try to get them to do something they would’t otherwise do. If the word evil has any meaning, this strikes me as a pretty good candidate for it.