When Marketing Is Good. . . or Bad

Question Mark

Are your products remarkable?

Jeff Bezos, founder of Amazon.com, has been quoted for saying that “Advertising is the price you pay for having an unremarkable product or service.”  

My friend Andy Sernovitz, the man referred to as the early leader in the current wave of word of mouth marketing, often presents that message at conferences and seminars. I think his exact words are "Advertising is the price of being boring." These are tough concepts for brand marketers to hear and agree with. But it's true. 

For decades, brands and their agencies have been looking for the magic message that we could shout through a megaphone into the unsuspecting ears of the public - a message so compelling that they would rush to the stores (retail or online) and buy our product.  

Things are different today. The public is onto us. They trust their friends, neighbors, even perfect strangers, more than the voice of the brand - far more than advertising and marketing.  Unless, of course, the marketing is really good. 
Start with Why - small

People don't buy what you do,                                   they buy why you do it.

Simon Sinek, author of "Start With Why. How Great Leaders Inspire Everyone To Take Action" says that marketing per se, is neither good or bad. It's simply the way a company speaks to us. What makes bad marketing is in how were being spoken to and what is being said. And there's a lot of bad marketing being delivered these days.

Bad marketing promotes product features, drives transactions, promotes price, and manipulates behavior. Bad marketing is focused on a company's what and how. 

Great marketing comes from a deeper place. A place that focuses on a companies sense of purpose and mission. Great marketing, like great leadership, comes from messages of focused on why.  

Brands, and the agencies they hire for support, that see the edge associated with why will be the winners. They will share their why in stories that offer perspective, inspiration, and values. Great marketing starts with a cause and speaks for a movement. It's easy to share from one conversation to another... person to person and group to group.

For more thoughts on good marketing vs bad marketing, check out Sinek's recent blog entry.  Simple, straight forward, and thought provoking stuff.


Add A New Comment

  • Brittany Seiber
    May. 15, 2021

     A friend that suffered from Herpes and was cure with the help of this great herbal doctor Chief Lucky so i decided to contact him for help in getting rid of my families genital herpes virus 1/2 which i did and all i was told to provide was just some useful information and some materials used in preparation of the natural cure and that i did and now i am the happiest person on earth because i am writing this testimony of mine with joy and happiness in my heart to the whole world to know that natural remedy is real because i am a living testimony of Chief Lucky traditional herbal cure and i want you all to contact Chief Lucky via his email: [email protected] or WhatsApp him +2348132777335 am sure he will help you too.
  • Lynntte Wellock
    Nov. 9, 2020
    I"m Lynnette Wellock from England, i want to use this opportunity to thank the Great DR JB for helping me to get my husband back to me, i have been in pains for 5 years until the day i find DR JB contacts online, i contacted him immediately, he told me what i need to do for him to help me get my husband back and i did everything he said. He cast a love spell for me and told me to wait for 24 hours, my husband will call to apologize to me and according to DR JB in 12 hours, my husband really called me and started apologizing for all the pains he has caused me. I am the happiest woman on earth today because [DR JB] has done a wonderful love spell that brings back my joy, my life is full of joy and I will continue to share this testimony. If you know you are encountering the same situation, feel free to contact him via this email address [email protected] [email protected] WhatsApp him +1‪(415) 286-5884‬ Good Luck.

The Fine Print

Rod Brooks (that's me) is VP & CMO of PEMCO Mutual Insurance Company and serves as Immediate Past Chair of the Board of Directors for the Word of Mouth Marketing Association (WOMMA).  It's important to disclose both of those relationships and to be clear that this is my personal blog where I share thoughts and opinions that are solely my own.  Contact me!

blog categories

latest tweets

stay in touch