MARKETING Archives | What It Means to Be American

The Savvy Press Agent Who Invented Buffalo Bill

"Arizona John" Burke Perfected the Art of Hype That Converted a Bison Hunter Into a Symbol of National Character

By Joe Dobrow
October 18, 2018

To appreciate the wonder and luster of a star in the sky, one must look off to its side—“averted vision,” it is called.

So it was in the late 19th century with the rising star of republics—the United States—and with the man who, more than any other, came to epitomize our nation’s drive, character, promotional flair, and obsession with celebrity: William F. Cody.

In the second half of the century, Cody, also known as “Buffalo Bill,” achieved a measure of renown in …

The Notorious, Mixed-Race New Orleans Madam Who Turned Her Identity Into a Brand

By Repackaging the Myths of the Tragic Octoroon and the Self-Made Woman, Lulu White Crafted a Persona That Haunts Beyoncé's "Formation"

By Emily Epstein Landau
October 1, 2018

In 2016, music and pop-culture idol Beyoncé released the album Lemonade to rapturous reviews. As a historian of New Orleans, I was especially intrigued by the video for one of the songs on the album, “Formation.” The video includes iconic images of the city: Katrina flood waters and post-flood graffiti; “second-lines”; marching bands; crawfish eating; and even a dancing “Mardi Gras Indian.” As we move through various neighborhoods, we visit a church service, a St. Charles Avenue mansion, and, in …

NASA’s Other Moonshot Helped Revolutionize Marketing

The Apollo Moon Landing Wasn't Supposed to Be Broadcast, Until a Team of Ex-Reporters Pushed for Live TV

By Richard Jurek
August 16, 2016

On July 20, 1969, an estimated 600 million people watched and listened in real time as astronauts Neil Armstrong and Buzz Aldrin touched down on the surface of the moon.

With the drama unfolding on their television screens, the attention of millions was focused on a single event—a single step, really—for the first time. It was one of the first grand, extended global social media events of our modern era, much bigger than a Super Bowl Sunday.

But landing on …

How Ronald Reagan Peddled Laundry Detergent

Borax Promised Americans a Ticket to the Middle Class and a Mythic Piece of the Western Frontier

By Kim Stringfellow
May 16, 2016

One fall evening in 1881, a prospector named Henry Spiller knocked on the door of Aaron and Rosie Winters’ modest stone cabin about 40 miles due east of Death Valley and asked to stay the night.

After dinner Spiller exuberantly showed off a sample of “cotton ball,” a weird, semi-translucent rock formation containing borax. Spiller suggested to his hosts that fortunes awaited those lucky enough to find a generous deposit of the stuff. He showed them how to test for …

The Mad Men Who Invented the Modern Political Attack Ad

Since 1964, Advertising Agencies Have Sold Presidential Candidates As If They Were Cars or Soap

By Robert Mann
April 12, 2016

On September 7, 1964, a 60-second TV ad changed American politics forever. A 3-year-old girl in a simple dress counted as she plucked daisy petals in a sun-dappled field. Her words were supplanted by a mission-control countdown followed by a massive nuclear blast in a classic mushroom shape. The message was clear if only implicit: Presidential candidate Barry Goldwater was a genocidal maniac who threatened the world’s future. Two months later, President Lyndon Johnson won easily, and the emotional political …

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