Last year (I think) I read Stephen Browns The Marketing Code, a book were he sort of make fun of the whole Da Vinci Code hysteria, and at the same time wrap in some good points and muck today’s over hyped marketing world. A book I really enjoyed, as I both liked the Da Vinci Code and anything that makes fun of marketing.
Now I’m reading his latest book, were he continue to ride on the Dan Brown wave, and this time is Angels & Demons (which according to me is better than the Da Vinci Code) that have become Agents & Dealers. As with Dan Browns book, this new one is connected with the previous. Althou, I found Agents & Dealers to be harder to really grab me, I’m now starting to get into it more and wanting to read on.
I’ve only read half of the book, one thing I read today that got me thinking. The Author tell a story, at the same time as we put in some (sometime almost ridiculous, but fun) messages about todays hectic and over hyped marketing and retail business. In today’s connected world, were more people can reach out and make their voice heard, more and more self learned “expert” arise and have their own theory and idea on how to increase business and revenue. I read many forums and sites about the new trends and theories, and some sounds more relevant than others. All, thou try to make their theory or area of expertise sound like the one and only that counts. Stephen make, once again a great ridiculing of this phenomenon.
It seems that according to Stephen, you can find marketing and retail theories in almost everything. The thing that cough my attention was when he mentioned Black and White Marketing.
Black Marketing are the kind of marketing that aims to fool the consumer. Evil marketers who does what ever they can to sell products and brands, despite the type of product/brand, moral, ethics or even if the consumer have a need for it. This weekend I viewed a documentary about how todays marketers do everything to hook the kids from the earliest year. “Tattooing” the brand into the mind of the kids, and create them into the futures big consumer generation. For the Black Marketers the moral and ethics, in their best world, don’t exist. Only increasing sales and brand equity, which leads to more bonuses. Money money money. Sales persons that are sanctimoniously nice, when in reality they don’t care, other than there sales figures. “Murder for sales”.
On the other hand, White Marketing and Marketers can use the awsome power of good marketing for good things. I don’t have any problem with increasing revenue, having a strong brand and get the right product to the right person. But when greed and manipulation comes into the mix, I strongly react. Marketing is a part of our society, so all we most do is to work with the medium in the best way we can. Not abuse marketing for bad things.