Why is it so easy for us to rave to our friends about our favorite driver taking the top step of the podium but not ok with promoting a political candidate? Why do we feel uncomfortable talking with a co-worker about a new lingerie store? Why is it so easy to praise our favorite restaurants but difficult to talk about the financial benefits of buying a casket a few decades early?
Let’s put on a show
Let it be clear that it is impossible to transmit every single fact instantly to every single person you want to reach. To segue those facts, we tell stories. Brands, drivers and teams included, tell stories much like us marketers. Or at least they are supposed to. They tell their stories with obligatory posts on Twitter and Facebook, sometimes with a smile during an autograph session or even in their sponsorship proposal. Often those acts are well intentioned and an attempt to communicate all the facts. But when someone ultimately confronts the idea, they will interrupt it in their own way. They will lie to themselves, creating a judgement without all the facts.
Selling by yelling is dead.
Traditional marketing as we know it has changed forever The whole economy has shifted from a rational economy to a emotional economy. In days past, a company’s primary concern revolved around shareholder return and value. A viewpoint that is very antiquated today. Now, to succeed any company, regardless of size, has to be purpose inspired […]