Alice Waters Uses Lindsay Lohan's Marketing Strategy
It's been said that negative press will help one launch one's career. Well, in Hollywood perhaps. Even Donny Osmond engineered his own negative press as part of his marketing strategy - which might hopefully pay the bills since a lack of talent seems to be hindering his brand strategy.
What happens when ‘bad press' is sought, generated, and purposely spread and about an ideology - or a theory - or a program? Does that work as well as Lindsay Lohan's shenanigans which, at the advice of her managers, successfully launched Lohan as the most widely recognized Star across the world in 2008? That's a good question.
I LOVE internet buzz. Truly! I am also wise enough to know that publically interactive information that most of the internet provides can be wisely and strategically manipulated - information skewed with hidden agendas, twists, and marketing strategy (ohhhh so much fun!!) to create a desired effect.
So back to the question: does negative press about an ideology create a positive effect?
I have to step back and ask another question first: Why is Alice Waters, who founded the Edible Schoolyard in 1994, under media attack right now? Why are all of the top bloggers and media outlets gunning for the Edible Schoolyard as "an evil attempt to hurt our children" lo these 16 years later?
Laura Shapiro announced that its time to lock and load: it's open season on Alice Waters. And it is!
Here's a snapshot of the last few weeks: Caitlin Flanagan claims Water's school gardens are cheating our most vulnerable students by hijacking the curricula of schools. Elissa Altman then attempted to attack Flanagan's article as inflammatory by muddying Connecticut Farmland Trust and giving Monsanto a tracked-link "nod" which helps their marketing and awareness strategy (which I chose not to do). Isabel Cowles just pointed out that Alice Water's Edible Schoolyard is missing the point by not being able to marry ethereal ethos with reality to come up with an Edible solution that is more sustainable for more people. On Sunday, Anthony Bourdain chimed in saying "There's something very Khmer Rouge about Alice Waters that has become unrealistic" in a recession. The list goes on . . . and on . . . and on . . . .
So, why all of this negative press . . . . . NOW?
My guess? Alice Waters has a new book deal and is following Lindsay Lohan's marketing strategy of getting "press dirty" which may get her recognized, but will leave her equally disrespected in the end.
What a shame for both of them.
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