BJ Cunningham, the brand marketing guru, speaks of love, life and passionate marketing.
Cunningham is irrepressible, and admits to being “rather dumb” about being brave with his brand of marketing. He advocates people’s right to choose.
“I’m a big believer in being a libertarian, in freedom of choice. We should be allowed to do what we choose as long as it does not infringe on the personal property of anyone else,” he revealed.
And that joie de vivre extends to his practice.
The Enlightened Tobacco Company, Cunningham’s company, manufactured Death cigarettes in 1991, whose branding epitomized truth in advertising. Packaged in black, a skull and crossbones logo a beacon to the government health warning beneath it, Death cigarette was a killer brand. Chemical additives-free and rolled in hemp paper, Death was pure tobacco and nicotine.
“Cigarette smoking does not make you sexy, sophisticated or stylish. It kills you. We are not selling a pack of lies. We are selling a pack of cigarettes,” read its copy.
The high-end brand sold in shops, hotel, restaurants and tobacco salons, and was a standout—until its competitors (allegedly) killed it. Death was obstinately truthful and openly provocative, rival products refused to be displayed with the brand. Death sales dropped, and in 1999, The Enlightened Tobacco Company stubbed it out.
“No matter how good your brand’s marketing or strategy, if your product isn’t on the shelf for sale, you can’t sell it,” Cunningham points out.
Understanding, empathy, truth and love are Cunningham’s personal champions. But any hidden agenda, crises and outright lies have potential for profit, because problems are opportunities for change.
Cunningham’s key message is simple: The biggest antidote is love. “Love your business, your customer and the person you are. With the right thought, right word and right action, you cannot lose.”
