Marketing, per se, is neither good nor bad. It is simply the way a company speaks to us. People use their mouths, companies use marketing. It is objective. However, how companies choose to speak to us is another story. And in that case, how they market to us is mostly bad.
Good marketing offers us a view of the world.
Bad marketing offers us a product to buy.
Bad marketing speaks at us.
Good marketing starts with a cause.
Bad marketing starts with a goal.
Good marketing drives loyalty.
Bad marketing drives transactions.
Good marketing promotes values.
Bad marketing values promotions.
Good marketing tells us exactly what a company really thinks.
Bad marketing tells us what the company wants us to think they think.
Good marketing seduces.
Bad marketing targets.
Good marketing never mentions price.
Bad marketing always mentions price.
Good marketing uses the products to help tell a story.
Bad marketing tells stories about products.
Good marketing is about us.
Bad marketing is about them.
Bad marketing manipulates.
Good marketing inspires.
That was a good list of good vs. bad. At least we are now aware on how to determine what a company is offering us. This will help us decide.
Posted by: Brad Fallon | 02/24/2011 at 05:52 AM
I loved reading this! I'm sending and sharing this with my marketing team right away!! Thanks Simon for your inspiration.
Posted by: Nikki_Peterson | 02/23/2011 at 09:12 AM
I loved reading this Simon! I'm sending and sharing this post with my marketing team right away!! Thank-you for your inspiration.
Posted by: Nicole Peterson | 02/23/2011 at 08:28 AM
Great list. Clear and concise.
If we look at each point, it brings us back to the WHY-HOW-WHAT scenario.
Good marketing focuses on WHY.
Thanks Simon!
Posted by: Maz | 02/23/2011 at 03:00 AM
Outstanding post. Straight forward, simple, and clear. Thanks Simon.
Posted by: NW_Mktg_Guy | 02/19/2011 at 10:27 PM
That’s why advertising today are so lame and full of none sense because of bad marketing. According to Seth Godin, good marketing is a story worth to spread and share to friends, family and people we know. It is worth it because it is remarkable and unique from others on the same page. Good marketing is making something stand out that drives it target people into the market.
Posted by: John Lair | 02/18/2011 at 05:19 AM
great stuff. in my mind:
good marketing is authentic.
bad marketing is fake.
Posted by: chris corbin | 02/17/2011 at 10:31 AM
Great post! I was about to send a marketing project to several internet marketing experts for advice when I got this post feed in my email. I was happy to see that my project had several elements of good marketing but it also had one major element of bad marketing. That one bad element would have ruined the enter project. So I removed the bad element and now I feel comfortable and confident enough in my marketing project to execute it without any other advice.
Posted by: Roland Bonay | 02/17/2011 at 05:08 AM
Good marketing starts with why, bad marketing starts with how and what.... Love your book Simon. Great stuff -Jamie
Posted by: Jbennett2020 | 02/16/2011 at 07:17 PM
Thanks Simon For someone new to marketing
like myself, you made some great points.
I have printed it out as it will keep me
on track with my marketing strategies.
Posted by: Veda Horner | 02/16/2011 at 07:03 PM
great insight for education..
thank you Simon.
Posted by: Monk51295 | 02/16/2011 at 01:07 PM
All true for Life in general, yes?
Posted by: Amy | 02/16/2011 at 06:56 AM
Give examples of each please.
Posted by: More info | 02/16/2011 at 02:31 AM
The terminology may be different, but the same thinking should apply to recruiting
Posted by: Peter | 02/15/2011 at 10:56 PM
I love articles that are short attention span friendly.
Posted by: Ellie Yamane | 02/15/2011 at 06:49 PM
The average American is exposed to over 600 advertising messages every day in some form or another. It doesn't matter anymore what field you work in- you need to understand sales and marketing on a daily basis just to get your ideas heard. http://tinyurl.com/4v4jf5a
Posted by: Karl Klausewitz | 02/15/2011 at 06:35 PM
Thank you for posting this. Thorough and clear..:)
Posted by: Jani Hautamaki | 02/15/2011 at 06:19 PM
I read this twice, top down and bottom up and thought about the Chrysler 300 Superbowl ad. Yes indeed. It does do all those positives.
Posted by: Kathy Katke | 02/15/2011 at 06:08 PM
Just smiled after reading this. Then thought about Apple ads.
Posted by: Geoffrey | 02/15/2011 at 03:06 PM
Perfect for a start of an interesting internal discussion. Thanks
Posted by: Marc | 02/15/2011 at 02:44 PM
I printed it out. It inspires me to pieces and helps me to walk this (my) talk. Thank you for this nugget.
Posted by: Mrsforgiveness | 02/15/2011 at 11:52 AM
One of the best posts of the year. If more marketers got this, there would be way less spam in our email boxes, social networks and mailboxes.
Posted by: Josh Boxer | 02/15/2011 at 10:11 AM
Spot on, I didn't completely agree with just one point, but first commentator beat me to it. I second Peter.
Posted by: Oldrich Kraus | 02/15/2011 at 09:57 AM
A great list! I'm not sure I agree what price means to marketing, though… I would rephrase it like this:
Good marketing sometimes mentions price to bring you peace of mind (I can actually afford it!)
Bad marketing always mentions price to differentiate itself from competitors
Posted by: Peter | 02/15/2011 at 09:26 AM