If marketers are so good at inspiring people to change behaviors, why not put marketers in charge of the government?
This opinion piece by John Coleman in Advertising Age stuck me as a interesting approach to the problems facing all of us. Coleman states that as marketers, we inspire people to change behaviors — isn’t that what politics is all about?
The American Dream is essentially, our country’s brand. Imagine it. A CMO of the United States. A new, re-branded America that runs as a successful business. But you don’t have to know much about government to understand that what we’re talking about here is something that all of us can apply to the problems we face with our brands.
If something isn’t working, don’t keep doing it over and over again. Share powerful and inspiring messages. Drive customer engagement through incentives. And above all else have a marketing plan that keeps an audience present and engaged, whether it’s through social media or every day b to c interactions.
And as Coleman says,
“…You will market hope and accountability. Hard work and hard truths. And you will remind us to smile, maybe even dance, in the hard times.”
In this business, you can’t ask for much more than that.