Marketing Currents - Business and Marketing Current Events

Tillamook wants to be nation’s favorite brand


It’s been a year since Oregon’s Tillamook County Creamery Association won recognition as a Certified B Corporation for its sustainable and worker-friendly farming practices. Now the dairy cooperative wants to use that designation to build credibility and trust beyond the West Coast.

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Discussion Questions:

  1. What is a brand?
  2. Have you ever heard of Tillamook Cheese?
  3. What is competition?
  4. Who might represent direct competition to Tillamook Cheese?
  5. What is a marketing plan?
  6. Why is a marketing plan important to Tillamook Cheese’s long term growth strategy?
  7. What is sustainability in marketing?
  8. Why is sustainability important to businesses and brands?
  9. Is it important to consumers?
  10. What is a Certified B Corporation?
  11. How do you think being recognized as a Certified B Corporation might represent Tillamook’s positioning strategy?
  12. How might it provide a way to differentiate the brand from competitors?
  13. What is distribution?
  14. How would you describe the brand’s distribution?
  15. What are public relations?
  16. Why are public relations important to a business or brand?
  17. Why is it important for Tillamook to communicate its certification, sustainability goals, and other social responsibility efforts to consumers?
  18. How can they communicate that information?
  19. How might that represent a function of marketing?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.