most companies see their potential customers as weak, naive, and prone to addiction.
what would the world look like if companies spoke to our highest values rather than looking to make a quick profit off our base instincts...
most companies see their potential customers as weak, naive, and prone to addiction. what would the world look like if companies spoke to our highest values rather than looking to make a quick profit off our base instincts...
to purely associate a financial gain to all executions brings a fear; that brands will create executions designed for themselves, their bottom line, and not the customer.
David Mannheim • The Person in Personalisation: The Story Of How Marketing's Most Treasured Possession Became Anything but Personal
Unfortunately, dark marketing is how most marketing is done and taught – based on persuasion psychology, neuromarketing – and basically, cleverly manipulating people until they buy from you. Disingenuous sales funnels, pressure-filled scarcity tactics, and bait-and-switch content. Even though those cynical strategies “work” to “convert” people into
... See moreGeorge Kao • Principles of Authentic Business, 2nd Edition: Create a Sustainable Livelihood from the Heart (Authentic Business for Soulpreneurs Book 1)
But beneath the surface, non-coercive marketing is a trojan horse, designed to regenerate trust, connection, and empowerment in a world where all three are increasingly scarce.
rob hardy 🦌 • Non-Coercive Marketing: A Manifesto
Marketing theory says that people are driven by fear, by the promise of exclusivity, by guilt and greed, and by the need for approval. Advertising technology, armed with market research and sophisticated psychology, aims to throw us off balance emotionally—and then promises to resolve our discomfort with a product.