non-coercive marketing

Pretty much every marketing tactic is built around treating people as a means to some end (making money). In fact, Kant struggled much of his life with the ethical implications of capitalism and wealth inequality. He believed that it was impossible for anyone to amass a fortune without some degree of manipulation or coercion along the way. Therefor

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perception occurs whether you want it to or not

marketing is creating intent around the scale and nature of that perception

The problem of getting the promise right is unlike traditional marketing, because most marketing involves selling something that will be made for the listeners rather than by them. ("Buy Cheesy Poofs" is a different message from "Join us and let's invent Cheesy Poofs together").