The Economist’s “Un-marketing rhino horn” is an article that I read which struck me as interesting and relatable to some of the topics which were discussed in class. The article outlined the “lucrative black market” for rhino horn that is becoming more and more aggressive with poaching throughout South Africa and other areas where rhinos can still be found. Although a ban on rhino horn trade has been instituted internationally, there is such intense demand for it as a luxury product in countries like Vietnam that the illicit trade continues anyway. Efforts are underway to help reduce demand for rhino horn in the form of marketing campaigns and removal from pharmaceuticals (in many cultures rhino horn is wrongly thought to improve health and was until recently used in many medicines). Public awareness campaigns about extinction of the rhino, actual health benefit (little if any) of the horn from medical professionals, and concerns over danger of the product (illegality, funding terrorism, poison implanted in rhino horn, etc) are all being considered in order to help protect the rhinos from being poached into extinction.

This relates to the marketing aspect of our class. As we learned, brand image and public perception of a product is vital to its continued sales and future existence as a brand. In the case of the rhino, proper “de-marketing” can be used to destroy the rhino horn “brand” and help save the critically endangered species from extinction.

http://www.economist.com/blogs/schumpeter/2013/10/business-conservation