One of the coolest short books I've ever read about marketing is Michael Schrage's Who Do You Want Your Customers to Become? A recent blog post by Seth Godin (see below) got me thinking about it again.
People in marketing and advertising profession are often seen as venal. (Thanks, Mad Men.) What if we focused on helping our customers become better people?
Seth's blog: Marketing about power and with power, 2017-Aug-28 by Seth Godin
Danny Meyer has built a restaurant empire around the idea that customers ought to be powerful. Instead of bullying his patrons, he trains his people to serve. No velvet rope, just a smile.
Each of us gets to choose what sort of marketing we respond to. Those that use bully tactics to gain power over us only get away with it because it works (on some people, some of the time). And often, when power is put into our hands (sometimes known as freedom... the freedom to create, to speak up, to lead, to challenge), we blink and walk away.
Some people persist in thinking that marketing is about ads or low prices. It's not. It's about human nature and promises and who we see when we look in the mirror.
When you see confusion, look for fear, and look for the dynamics of power.