Marketing With Integrity

The political season is upon us (then again, nowadays when isn’t it?). With the upcoming elections in some 17 months, we are beginning the onslaught of campaign ads, commercials, promises, speeches, polls, and non-stop commentary and analysis. 

Likely the most common reaction among Americans during this unending stream of slogans, campaign promises, and attacks on other people’s character is one of perpetual eye rolling. In the political arena we’ve just gotten used to people saying and doing whatever it takes to get elected, of basing policy pronouncements on latest polling data, such that any candidate who has run for office more than once or twice is at constant risk of being labeled a “flip-flopper,” because, frankly, most politicians alter their political views based on what their data tells them makes them most electable. Our political class today is little more than a bunch of sycophants, obsequiously bowing down to the electorate upon whom they rely for the power they so cynically desire.

The real heart of this problem with our political class is that the American people view our politicians as lacking in integrity. Integrity means that what one says and what one does aligns with the values and convictions that one holds within. It’s a virtue that makes us believe a person, trust a person, respect a person, regardless of whether or not we agree with a person’s views.

This has something to say to those of us in the marketing profession, as well. The marketing campaigns that are most successful and most enduring are not merely those with the best artistic presentation and the most clearly articulated message, though both are obviously important. In order to win not just a short term sales cycle, but more importantly, the kind of brand loyalty that builds repeat business and allows for the organic growth that comes from positive brand association, a company must be known for integrity. 

Most people are intuitive enough to recognize when a person truly believes what they are saying versus saying what they think people want to hear. Ultimately a sound marketing campaign begins with a sound product, so that the marketing campaign isn’t a vapid exercise in smoke and mirrors but rather a beautiful articulation of a product or service’s value. When a marketing campaign makes it clear that the company truly believes in what it is offering, is passionate about its ability to bring value to the consumer, and ultimately delivers on that promise, then that company will be recognized for integrity. And that’s the company to which customers will return, and to which they will recommend all their friends. 

There is a great scene from the movie Moonstruck. Olympia Dukakis’ character is well aware that her husband is cheating on her. She goes out to dinner and there sees John Mahoney, once again chasing after a younger woman, a date which once again ends with a drink poured in his face. Olympia Dukakis starts up a (very Italian) conversation with John Mahoney, and ultimately they end up having dinner together. 

Undoubtedly she is enjoying the attention she receives, that she no longer receives at home. John Mahoney then walks her home (including an awkward encounter with her dog-walking father-in-law). As they approach the house, John Mahoney asks if he can come upstairs. She declines. He asks why, pleading that they’ve been having such a good time. And her response is so clear, so definitive, that he has no argument to make. She says, simply, “Because I know who I am.”

It’s a beautiful display of integrity. She is angry with her husband, hurt by him, but in the end, she knows who she is, and who she is is someone who does not cheat on her husband, no matter what.

This has to be the driving principle for every business, to know who you are. That higher level vision is what will drive your product offerings, and ultimately what will inform your marketing campaigns. Know who you are, believe in what you are doing, surround yourself with the most talented people who will subscribe to that vision, and then put forth the most effective, honest, sincere, and well communicated marketing plan to demonstrate to your target audience why what you do is so valuable. With that road map, so long as your product truly is valuable, you’ve got the blueprint for a long run of success and the opportunity to mark your stamp on the world - and to do it with integrity.