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Like it or not, we’re all marketing all the time, says Chris Brock of Scoop and Spoon. Here he talks about how important authenticity is to drums.
What is marketing? product? service? As an industry, this is the solution we offer our customers. Something you can buy and implement to bring results. In that sense, marketing tends to be seen as a tool like a mechanic’s wrench. Marketing fixes problems, tweaks strengths, or builds something new. However, this view is simplistic and describes marketing as an activity or action (something you do outside of normal business operations).
But marketing happens without us consciously “doing it.” It provides a window into the souls of our clients. That is what happens in the way they appear every day. Values) can do as much harm as good if they are not evaluated broadly and more holistically.
what is your nature
Marketing is often seen as an additional activity to promote an organization and its products. But while effective marketing can certainly help a company achieve its goals, the truth is that marketing often unwaveringly reflects the essence of an organization, whether we like it or not.
When a company’s marketing activities are aligned with its values and culture, they can be an effective way of promoting the company and its products. Good marketing matches the way an organization presents itself day to day. Company values and day-to-day operations become an almost subliminal part of marketing.
However, when conscious marketing efforts are not aligned with these cultures and values, the results can be disastrous, highlighting the collapse of values. Just look at the fossil fuel industry, brewers Brewdog, and Pepsi for recent examples.
It should come as no surprise to most of us that the big oil companies’ cleanup commitments are little more than greenwashing, but last year internal documents from Shell, ExxonMobil, Chevron, and BP alluded to further fossil fuel exploration. commitment has been revealed. Their very public environmental certification was a conscious and shallow attempt to change their image, not to save the world. Is it any wonder that the public perception of the
Similarly, Brewdog’s reputation for scoring own goals was further deepened recently when he criticized World Cup host Qatar’s human rights record and marketed its products in the country. Followed by other cock-ups such as “beer for girls”. The company’s claims that fruit-flavoured beers contributed to his five-a-day habit, and internal backlash after employees accused the company of a “toxic” culture.
And amidst the Black Lives Matter protests, Pepsi may team up with Kendall Jenner to put an end to hundreds of years of social injustice when protesters simply offered the police a can. Bernice King, daughter of Martin Luther King, commented:if daddy knew the power of pepsi”
Admittedly, the old adage “there’s no such thing as notoriety” has some mileage. Admittedly, Big Oil and Brewdog are rarely talked about. But if you’re going to keep a piece of the market away, why not do it for a good reason and a genuine reason for your brand?
standing for something
Ice cream makers Ben and Jerry speak candidly on issues such as criminal justice reform, the Israeli-Palestinian conflict, and Black Lives Matter. They are not afraid to lose business because of it, and have even pulled out of selling ice cream in Israeli-occupied territories. While this may alienate some customers, we’ve built a fan base of loyal customers who make their first choice by spouting their money.
Meanwhile, Volvo has pledged to stop producing internal combustion engine cars by 2030. Apple has promised to make its devices as beautiful on the inside as they are on the outside. LEGO uses its marketing as an extension of that purpose. And then there’s Patagonia’s pledge to channel all its profits into protecting the planet. This is more than just a marketing gimmick, it aligns perfectly with founder Yvon Chouinard’s core values.
When done right, the gimmick works. A standalone campaign can be a hit on the spot. Clever advertising sells. Controversy grabs the row inch. But if your marketing agenda isn’t a reflection of who you really are, just who you want to be, perhaps your first task is to delve into what you really stand for.
Targeted audience for big oil companies with oil commitments No Against this commitment, using genuine messages is more effective than paying lip service to those who disagree with who they really are. , may require a difficult conversation.
Marketing is not just a reflection of the message you share with the world, but how you present yourself every day. A message about who they think they are. It’s about what they stand for, what’s important to them, how they act and what their personality is. .
As marketers, we have a duty to pay attention to our customers. Before you start brainstorming your next great advertising campaign, ask yourself, “What is most important to you?”
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