The perfect crime, by Seth Godin
Sometimes, marketing enables a pickpocket to steal a wallet--and be thanked for it.
Marketers are responsible for what we do, it's not an activity without effects.
Last year, just one of the big fast food companies made more than $1,300,000,000 in profit (billion with a 'b'). They've also paid their CEO nearly $200 million in salary in the last five years. Sometimes, a big profit is the sign that you're doing something right, creating real value for people able to pay. Sometimes, though, it means you're exploiting a weakness in the system.
The big food companies are brilliant, relentless, focused marketers. Marketing works. It gets people to take action, to change their minds, and most of all, to do more of what they might have had an inkling to do in the first place. Sometimes a lot more. When the ideas of marketing (and the products are part of the marketing, optimized for high consumption) are weaponized like this, they are extraordinarily effective at achieving their goals.
The side effects of this marketing are obvious: both short-term satiation and long-term health degradation.
Tuesday, June 25, 2013
"Sometimes, marketing enables a pickpocket to steal a wallet--and be thanked for it."
Ground control to Doctor Tom: Do you have a dog in this fight?