# Debunking Marketing Myths: Why Notoriety Doesn't Equal Success
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Understanding Marketing Misconceptions
Marketing is often misunderstood, especially by those who lack a background in the field. A common misconception is that "marketing involves deceiving consumers into purchasing unnecessary products." While advertising, a small part of marketing, employs clever tactics to promote products, effective marketing is fundamentally about conveying the right message to the appropriate audience at the opportune moment.
In reality, marketers frequently struggle to communicate even basic messages clearly, let alone employ the mind-bending tactics that many assume they use. Though Edward Bernays, the pioneer of modern public relations, demonstrated the potential of subliminal messaging, it has never been convincingly shown that such techniques can compel someone to act against their true desires.
The Myth of Notoriety as Success
One of the most enduring misconceptions in marketing is the belief that any campaign that garners attention must be deemed successful. The idea here is that even if a brand makes a significant blunder, the ensuing discussion means it has achieved its goal of visibility.
However, this perspective is flawed. Most brands strive to be liked, not disliked. While some marketing teams may propose unconventional ideas—like Duolingo's occasionally questionable social media content—they do so within the bounds of their brand identity. Even Duolingo faces limits, recently deleting a TikTok that crossed a line.
To illustrate this point, consider Coca-Cola's notorious New Coke incident.
The Reality Behind New Coke
The New Coke saga is arguably the most famous marketing blunder in history. In 1985, Coca-Cola reformulated its recipe to compete with Pepsi, resulting in widespread consumer backlash. The company quickly reverted to its original formula, branding it Coca-Cola Classic. In the years that followed, a narrative emerged suggesting that the failed launch was a clever marketing ploy designed to boost sales.
This myth painted Coca-Cola as a savvy marketer, but the truth is far less glamorous. As Donald Keough, then-President of Coca-Cola, explained, the company wasn't foolish enough to orchestrate such a risky stunt. The reality is that Coca-Cola misread consumer sentiment and made a costly error. As the adage goes, "never attribute to malice that which can be adequately explained by incompetence."
Consequences of Misguided Decisions
Recall the controversy surrounding OnlyFans when it announced a ban on adult content, only to reverse its decision shortly after. The details are murky, but it appears the platform faced external pressures from payment processors or banking partners. The fallout from this decision was significant, damaging the platform's reputation among sex workers who rely on it for income.
Despite the attention generated, this incident highlighted the dangers of relying on a single platform for livelihood. The negative sentiment associated with the brand was far from beneficial, as it raised concerns about its commitment to creators.
Sentiment Matters in Marketing
When embarking on a marketing campaign, defining clear objectives is crucial—whether that means boosting sales by a specific percentage or reaching a particular audience. However, it's equally important to assess how the campaign affects public sentiment toward the brand.
For instance, Magnum's recent billboard campaign in the UK faced ridicule for being out of touch, leading to a wave of negative commentary on social media. While people were indeed talking about Magnum, their discussions were far from flattering. The belief that "all press is good press" is a persistent myth; negative headlines often do more harm than good.
Marketing Strategies in the Modern Age
A notable example of a brand exploiting these misconceptions is Thursday, a dating app that operates only one day a week. Their attention-grabbing stunts, like chaining interns to lamp-posts, have garnered significant buzz on platforms like LinkedIn. However, their recent request for creatives to work for free on an ad campaign drew ire, raising questions about the ethics of their approach.
While generating buzz can be a valuable marketing strategy, it loses effectiveness if the sentiment is overwhelmingly negative. Engaging in such tactics often leads to backlash rather than brand loyalty.
The Short-Lived Nature of Controversial Tactics
In October 2019, the UK Conservative Party adopted a bizarre approach to Twitter, using unusual fonts to gain attention. This strategy became evident as users shared and mocked the posts, generating considerable discussion around their message. However, such tactics are typically short-lived; they can only sustain attention for so long before audiences catch on.
Ultimately, marketing can be challenging without the need to craft elaborate stunts. Marketers often face significant pressures and risks that make it difficult to take bold steps. As Keough suggested, marketers are both too clever to pursue risky strategies and too naive to successfully execute them.
In conclusion, while notoriety can sometimes serve a purpose in marketing, it is not a substitute for genuine brand affection and positive sentiment. The most effective marketing strategies are those that resonate authentically with the audience, rather than relying on sensationalism or shock tactics.