Monday, May 11, 2020

Brands, Ethics and Authenticity

I have written a lot about how brands can tap into deep attitudes, values, hopes, fears and other emotions to sell their products and services. Compared to selling attributes, features or functional benefits, this works extraordinarily well. Having said that, far too many brands have as their foundations these deep emotional promises, promises that are hollow because the brands' products and services don't actually deliver what is promised except in the mind. I have come to realize how unethical this is. Yes, it is very powerful to sell dreams, but what if the dreams are false dreams?

I will use one example to drive this point home - Marlboro. Marlboro has a 40% share of the tobacco market, far more than twice the share of the next brand, Newport. It has been an extraordinarily successful brand. What does Marlboro sell? Rugged freedom. Independence. Self-sufficiency. Adventure. The Wild West. The simpler times of a black and white world where right is right and wrong is wrong. What does it deliver? Addiction to a substance that causes cancer and death. Does this aid in real freedom? Yes, one is free to be as self destructive as he or she wants to be in a free society, but is this the type of freedom the brand purchaser is really seeking?

As marketers, if we have consciences, we must check our urges to create "knock it out of the park" marketing campaigns if those campaigns deliver on powerful but hollow claims, especially if our brands' products are harmful to one's health or society as a whole. We must be better than that. It may be more difficult to develop equally compelling campaigns that are ethical and authentic, but ultimately, we will have not harmed anyone. That will help us sleep better at night. And it will help make the world a better, not worse, place.

Here are some related blog posts:


  1. Forex Duality On Vimeo

    A Forex trader buys or sells a currency pair. So, when the market closes in Australia, traders can have access to markets in other regions. You will get a forex Equinox system, Forex Wealth Strategy system, Fibo Vector Report, Master Method Evolution, FX Market Code, and Elliott Wave Prophet bonuses with this program. Forex is the world's largest financial market, with over 5.09 trillion USD traded every single day (April 2016). As already mentioned in ND10X review, with the videos, members will learn the basics of forex trading basics. You don't usually require to set that much time to trade foreign exchange if you are utilizing a foreign exchange exchanging indication management because they will do the examination and also report the outcome for with e-mail or instant message (SMS).

    These guy pick and choose indicators and a set of rules and market a strategy just to make money. And you are trying to take many trades throughout the trading session with these small profit targets. Now the above will work very well in any trending market but in sideways markets it will get chopped about so you may want to consider a filter to take this into account. A trader must know the conditions responsible for price changes, volatility and also the way a currency can be detrimental to another. However, like any money making activity, such trading has also consumed risk.

    Because in a such an enormous, complex, and volatile market, where even a minute difference in pricing can have a magnified effect on a business's profits, it is paramount that the business engage with a trusted, robust, and transparent currency exchange provider. Many traders use a combination of black box indicators to develop and implement trading rules. The Forex Master Levels program is a great system that delivers reliable and consistent results. Normal distribution offers forex traders predictive power regarding the likelihood that a currency-pair price will reach a certain level during a certain time frame.

    If you have ever travelled to a foreign country, you may have needed to exchange your currency for a different one. Elliott Wave Prophet is another forex trader that has huge capabilities. A managed forex account is one in which the forex trader hires a money manager to oversee their account. AHPR by itself produces an arithmetic average which may not properly estimate the performance of a forex trading system over time. The information must be available in real time, and the platform must be available at all times when the Forex market is open.

  2. Wow this takes me back, I havent seen a cigarette ad in like 10 years.

  3. The Ultimate Conversion Machine

    Trading in currency derivatives or Forex trade as it is better known is a very lucrative investment option in India. This strategy is designed to profit on joining already existing trends in the market and rests on two indicators developed by Welles Wilder - a great technical market analyst and inventor of technical indicators. Tradeology at ND10X is easy to use. To use the product, you do not need any knowledge at all on markets and trading. On Plus500, my leverage is 1:30, meaning that every £1 I trade is magnified by 30 - increasing potential profits and, of course, losses. The official web log of the international trade establishment for more data on fdi in the concerted states, sign up for email updates from selectusa and visit abide by tradeology.

    The dashboard can be called as a group of expert traders who can save you from making mistakes on a trade. ICICI Direct offers you a simple and convenient way to trade and hedge your currency risk in four pair of Currencies- Dollar, Euro, Pound and Japanese Yen against Indian Rupee. Forex trading is ultimately about trading with the trend or momentum, and using specific technical indicators on a weekly chart can help you stay on top of the direction of momentum and not get caught up in trading on minor shifts within the bigger trend.

    Leverage: If you've got a higher appetite for risk, explore what leverage levels are available at your chosen forex trading platform. Since base currency is usually the domestic currency of the country where the forex trader resides. But many genres are the different business module simple forex trading strategies. Leverage is the means of gaining exposure to large amounts of currency without having to pay the full value of your trade upfront. Engro Corp's Annual Report 2012 was declared the overall winner in the Best Corporate Report Awards 2012, first place in the Miscellaneous category and fourth place in the Sustainability category.

    Currently, externalities are also the source of infinite goods: a car company doesn't have to consider the price of oxygen when designing a motor, nor do car buyers have to consider the cost of the roads that they use (generally), because they can assume that they can use roads. Get commentary on the Forex and Currencies markets from industry experts. Besides this revolutionary trading technology, Delic's system is providing the necessary training so that you can understand his new trading algorithms. Tradeology logini am only concerned in earshot from anyone who has genuinely sold or time-tested marketing to cabelas, no other opinions.

  4. It is true that some of the ad campaigns are focused on false promises. But,as you said as a marketer, we need to market it to the people without harming anyone. Thanks for sharing this article. If you are interested in branding, visit for Branding Agency Kuala Lumpur page.