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RSSIt is easy to ignore the role marketing plays in shaping nations. Marketing not only affects what people consume, but what is produced. Marketing, like it or not, shapes our political process. Marketing guides people's selection of politicians, and then impacts the way politicians govern once in office. The truth, is marketing can be more impactful than any legislation. Just look at how the financial markets react to a change in consumer confidence.
The brand of our government, the brand of our economy and the brand of the United States itself, has taken a beating in recently. What role can, will, or should marketing play?
As I mentioned in a past column, "John Locke To Al Gore: Tech Changes, Advertising Remains," in 1678 John Locke wrote: "He, therefore, that would govern the world well had need consider rather what fashions he makes than what laws, and to bring anything into use, he need only give it reputation."
Take a second to think about how we have seen this idea play out. Congress struggles to get legislation passed for higher MPG standards; meanwhile, celebrities start driving hybrids and "An Inconvenient Truth" sweeps across the nation, public perception begins to change, and people take action (even before gas prices went through the roof).
There is so much marketing can do to improve our political process, restore consumer confidence and improve the overall consumer experience. For much deeper thoughts than mine, I recommend "Greater Good: How Good Marketing Makes for Better Democracy" by John A. Quelch and Katherine E. Jocz. I listed this book in "My Reading List" a couple of weeks ago, but I think it's particularly relevant given recent events.
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What does this have to do with Obama? Specific policies aside, the two candidates offer very different messages to the people. Both candidates agree that what has always made America strong is its people, who will be the reason America can pull through any adversity. If people are the greatest resource a nation has, then a primary goal of government is to inspire those people to do what is necessary to make that nation great. This is simply an exercise in the marketing of ideas on the grandest scale. While McCain might be a maverick who can help to clean up Washington, Obama is the candidate who has nailed the ability to communicate and inspire people to do more. Inspiring confidence and communicating with people may mean more than any bill either candidate can get signed into law.
And what does this have to do with Coca-Cola? Inspiring confidence and driving consumption is not just up to the government; as a matter of fact, marketers like Coca-Cola are head and shoulders better at the task. The task for marketers therefore is to explore more efficient ways to connect and listen to their consumers in order to reduce costs, while still maintaining a presence in the marketplace and connection to their consumers. It's possible that this economy will force marketers to innovate, and finally begin the shift of massive, high-waste, traditional media budgets into more engaging, measurable interactive marketing initiatives.
Marketing means a lot more than convincing people of a position. Think about the definition of marketing offered by the American Marketing Association, and then consider its potential role in government and our economy in the context of a Web 2.0/social media world: "Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large." The question is, are you using marketing and today's Web 2.0 and social media technologies to build value, or just to deliver messaging?
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I agree completely with your premise, Joe, that regardless of which party is in power, the government needs to inspire citizens to action on all fronts. Right now, with the boggy mire of legislation and partisan politics, I think people feel hopeless and unable to do anything. The government is so big, the problems so vast, that I think people can't figure out a way to individually make a dent. I agree that a little bit of empowering, confidence building marketing could change that! (And I'm not talking about just consumer confidence, but also community involvement, business development, and any issue near and dear to the heart of a particular citizen.)
You hit the nail on the head that good marketing could do the trick. Good marketing and branding helps people understand and relate to things on an individual, action-inspiring level. If people can find something to latch on to that they can do to make a difference, they will do it.
For the Queensboro blog (http://queensboro.wordpress.com), I have recently been focusing a lot on how and why our customers (and really everybody) need to engage in personal branding, and how they can do that. It isn't just the government that seems vast and impenetrable, it is also the world of business. Cultivating and communicating a personal brand, and growing it to the level of a happy, comforting reaction in consumers is how to stand out.
I also loved your subject line, because I frequently cite Coca Cola as an example!!! Those blind taste tests defy logic, but that's branding!
You are my kindred spirit. This is the message I have been feverishly sending to and offering to first Hillary’s campaign then Obama in presenting their respective messages.
I would go a step further with your idea and identify the process as how to create the influence power http://www.positivepotentials.com/. This subject is addressed in my annual Summit of Influence with Elaina Zuker and I leading the program. What we have found is that people are afraid of personal power and are eager to relinquish it in the "hope" of being cared for. Not so and beware the energy in the "magic wand" of power.
Just having to discuss this point, indicates the state of affairs of the public. The public doesn’t perceive it has any power anymore until they are stirred by the likes of Obama. It is ignited by the message of hope. The rallying cry appeals to the human need to connect to something larger than self.
What politicians and leaders must recognize is to keep public perception on “simmer� so not so large a fire is required a la An Inconvenient Truth.
Often power is misperceived as domination rather than a mandate and energy to create something from nothing. Harry Beckwith’s, Selling the Invisible describes the role of the rainmaker in business. As a coach, I encourage clients to bring this principle into their full lives.
Yes, the upcoming presidential debates are about the issues. However, the larger point is about how we feel about watching the candidates, while imagining them as our beloved leader—what can we hang on to? Who delivers comfort and safety (Daniel Goleman’s underpinnings for Emotional Intelligence)?
The words matter, body language counts and intentions are the soul elements of the message. Even the law addresses intention in degrees of criminality. Anyone who shows up with the intention to commit “harm� (character assassination) is off my list.
Regards, Michelle Cubas, Enterprise Business Coach