Words matter. The words we use frame our own and others' understandings of events, ideas, and experiences. And for better or for worse, words have the ability to evoke powerful emotions which often drive decision-making and influence relationships. Marketing professionals, especially ad and content developers, know that words (and how they are crafted) can have a significant impact on the attitudes and behaviors of those around us. They influence beliefs, perceptions, and actions. In the end, the difference between adequate marketing and exceptional marketing comes down to how effectively words are used to convey an organization's identity and to compel its target audience to engage.
With this power to drive behaviors and attitudes comes real responsibility. As marketing professionals, we have obligations when it comes to using words to motivate desired outcomes. We must give careful consideration to ethical and cultural principles, including integrity, respect, empathy, and positivity. The baseline of ethical marketing is honesty. As Harvey Firestone said, "I believe fundamental honesty is the keystone of business." Customers have the right to expect accurate and truthful information about products or services. The misrepresentation of facts erodes trust and undermines ethical communication. Honest marketing allows consumers to make informed decisions based on genuine features, benefits, and value propositions. It aligns with customer expectations.
But ethical marketing goes beyond honesty. The rise of social media and digital marketing technologies have given organizations, and their audiences, effective grassroots platforms for voicing opinions, sharing experiences, and influencing others. This breadth of reach, and resulting consumer empowerment, has led to increased demand for positivity and authenticity in marketing communications. Uplifting messages have the power to evoke joyful emotions. When customers feel happy, inspired, or motivated, they develop a positive association with the brand which can lead to increased affinity, loyalty, and a desire to support and engage. In a sea of marketing messages that often focus on highlighting problems, disparaging competitors, or creating a sense of urgency, using positive and uplifting messages can a real differentiator.
One example of a brand that has consistently used marketing to create happiness and spread joy is Coca-Cola. From the 1920s "Pure as Sunlight" campaign, to the1940s tagline "Where There's Coke, There's Hospitality," to the highly popular "It's the Real Thing: Have a Coke and a Smile" of the 1970s, Coca-Cola has built a long-standing tradition of positivity in marketing. It's "Share a Coke" campaign from more recent years involved personalizing Coke bottles and cans with popular names, nicknames, and terms of endearment. The purpose was to encourage people to find someone they care about and share a Coke. The joyful campaign also translated well to positive social media exposure via the hashtag #ShareaCoke. The ideas of happiness, connection and inclusion have been the bedrock of Coke's marketing messages, and its brand, for over a century. And not only has Coca-Cola created a brand identity that evokes positivity, bringing more joy to a world that needs it, it has also built a very successful business by embracing that approach.
Consumers also appreciate brands that genuinely care about social issues and act responsibly. When we implement marketing that respects diverse backgrounds, cultures, and perspectives, not only do we foster positivity but we also expand our business opportunities. Some recognizable brands provide excellent examples of successfully leveraged inclusivity in their marketing campaigns, including Nike ("Dream Crazier",) Airbnb ("We Accept",) and Dove ("Real Beauty".) Through intentional inclusivity, we can create a sense of credibility, authenticity, and integrity. We can pay attention to how we speak (or more importantly, do NOT speak) to those, who are often marginalized because of their race, gender, sexual identity or orientation, age, religion, disability, or body shape and size. The fact is that when more people are included in your marketing conversation, more people will want to become your loyal, engaged customers.
Words are powerful. Language that is divisive, derogatory or exclusionary can perpetuate stereotypes, fuel conflicts, and alienate people. When words are abused, they can isolate, divide, foster fear, and propagate hate. But in marketing, and in life, when words are used for the greater good, they can have a profound positive effect. In short, our words can help us attract and retain consumers, stay relevant in a changing market, and future-proof our business.
The Bluebird Marketing Lab is built on the principles of integrity, inclusiveness and positivity. We have experience in brand development, strategic marketing, content development, and more. If you feel that we would be a good fit for your organization as it fine-tunes, executes, and manages it's marketing efforts, please contact us today.
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