Marketing’s cultural footprint

“Marketing selects elements of culture for amplification. Corporate budgets then give those symbols greater visibility, legitimacy and desirability. Society responds to what it sees, and the cycle begins again. This is why the argument that “we are simply giving young people what they want” lets marketing off too easily.”

Every endorsement, sponsorship and campaign decides about who deserves attention and what kind of achievement should be associated with prestige. A company that claims to believe in education, innovation, enterprise or human development should ask whether those commitments are visible in the people and stories it chooses to celebrate and put money behind. Corporate purpose becomes hollow when the values in the boardroom are disconnected from the values funded by the marketing budget. For example, many companies spend more on celebrity motivational speakers, comedians and musical performers at corporate events than they spend on corporate trainers and strategy consultants. Brands do not have to choose between commercial effectiveness and positive cultural influence. Intellectual excellence, innovation, entrepreneurship, craftsmanship and ethical leadership can also be made compelling. The same creativity used to make fashion desirable and celebrities aspirational can be applied to people building things, solving problems and mastering difficult skills. So, when the next campaign is being approved and everyone is discussing reach, impressions, engagement and conversion, perhaps one additional question deserves a place at the table: What will this campaign teach society to admire? Because long after the campaign has ended and the product has been sold, marketing’s cultural footprint remains. Omagbitse Barrow is the founder of Efiko Management Consulting, and he supports organisations and leaders to translate their strategy to results. Related News Nigeria at 66, too many turning points Build institutions, not personal empires The price of talent (2), When Nigeria’s competition is no longer another country Share

Brands do not have to choose between commercial effectiveness and positive cultural influence. Intellectual excellence, innovation, entrepreneurship, craftsmanship and ethical leadership can also be made compelling. The same creativity used to make fashion desirable and celebrities aspirational can be applied to people building things, solving problems and mastering difficult skills. So, when the next campaign is being approved and everyone is discussing reach, impressions, engagement and conversion, perhaps one additional question deserves a place at the table: What will this campaign teach society to admire? Because long after the campaign has ended and the product has been sold, marketing’s cultural footprint remains. Omagbitse Barrow is the founder of Efiko Management Consulting, and he supports organisations and leaders to translate their strategy to results. Related News Nigeria at 66, too many turning points Build institutions, not personal empires The price of talent (2), When Nigeria’s competition is no longer another country Share

Omagbitse Barrow is the founder of Efiko Management Consulting, and he supports organisations and leaders to translate their strategy to results. Related News Nigeria at 66, too many turning points Build institutions, not personal empires The price of talent (2), When Nigeria’s competition is no longer another country Share