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August 29, 2004

What the (marketing) World Needs Now

Anita Sharpe over at Worthwhile recently asked us to weigh-in with a quick thought or two on the world of marketing today. (In the weeks to come, Anita will post more marketer’s views on the state of their profession on the Worthwhile blog.)

Since the issue of “Marketing Reform” was recently the discussion du jour on business blogs (Sandbox Wisdom, Decent Marketing, and Ageless Marketing) as well the feature topic of a recent conference in Boston … I added my quick perspective on “Does Marketing Need Reform?”

Click here to read the Worthwhile post.

Or scroll below to read my perspective …

Does marketing need reform?

The answer to the question of marketing needing reform may be as simple as marketers TELLING THE STORY and not MAKING UP A STORY about why their brands/products/services are remarkable.

TELLING THE STORY is about designing marketing communications to deliver on the promise all the while being clever, savvy, authentic, and true to the brand. It’s about treating consumers as being interesting and interested.

>> Apple always tells the story.apple_advertising_telling_the_story


MAKING UP A STORY is when marketers engage in outrageously gimmicky attention-grabbing antics that over-promise and woefully under-deliver. These marketers treat consumers as being boring, indifferent, and brainlessly gullible.

>> Burger King seems to always make up a story.bk_advertising_making_up_a_story


It’s no wonder consumers have become jaded, cynical, and distrustful of marketing – they’re forced to endure fairy tale marketing from marketers.

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» Beware Fairy Tale Marketing from Radio Marketing Nexus
From Brand Autopsy... And I like it so much I'm going to copy it verbatim: Does marketing need reform? The answer to the question of marketing needing reform may be as simple as marketers TELLING THE STORY and not MAKING [Read More]

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Comments

Well said, John. I see the Marketing Revolution gathering steam thanks to growth in your kind of thinking. The keepers of the remaining embers of the old flames of the worthy marketing paradigm of the past will still fight tooth and claw, but there is no stopping the progress toward marketing with greater integrity and an authentic dedication to the core interests of consumers.

Thanks.

Good stuff!
But... "fairy tale marketing"?
You are being very nice! Where I come from we call it "lies" and "lying". ;)
(Myself I like "manufactured reality" as a term, but that seems to make people's eyes glaze over (even more than they already are... ;)

Yes, but does BK actually HAVE a story? I seem to remember that their story had something to do with actual flames and broiling, not chickens.
Great Job!

At least with BK everyone knows it's all made up. That's it pure spoof (or fairy tale). In much in the way the stoned slackers know that Jon Stewart is not a real news man providing real news. Interestingly, the target maket for BK and The Daily Show are likely the same.

Brian and Sarah McCoy offers home based business by selling or marketing xocai products.

Nice BLOG. useful for making money.

Interestingly, the target maket for BK and The Daily Show are likely the same. These marketers treat consumers as being boring, indifferent, and brainlessly gullible.

That's it pure spoof. In much in the way the stoned slackers know that Jon Stewart is not a real news man providing real news.

Interestingly, the target maket for BK and The Daily Show are likely the same. These marketers treat consumers as being boring, indifferent, and brainlessly gullible.

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