Reflections on the Responsibility of Marketing: Lessons from John D. Miller’s Regret

As the Director of Marketing for N2U Creative Marketing Group, also known as the #BrandMarchitect, I’ve spent countless hours thinking about the art and science behind building and marketing brands. But I recently read something that made me pause and reflect on the full weight of our role as marketers. John D. Miller, the former chief marketer for NBC, shared his deep regret for the role he played in marketing Donald Trump’s The Apprentice. His words hit home in a way that made me reconsider the immense power and responsibility we hold as marketers.

In his op-ed, Miller admitted to creating a narrative that portrayed Trump as a successful businessman living a life of opulence—one that, in reality, was built on exaggerations and carefully constructed illusions. The show ran for 15 seasons, and the image it sold of Trump’s business acumen was instrumental in shaping public perception, ultimately paving his path to the White House.

?“I want to apologize to America,” Miller wrote. His words reflect an understanding of the ripple effect marketing can have, often reaching far beyond what we intend. Miller described how they built a fantasy of Trump’s business prowess, even though, behind the scenes, there were multiple business bankruptcies and a set made to look like a grand boardroom because the real one wasn’t TV-worthy. In the end, the relentless marketing campaigns fed into a larger-than-life image of a man whose reality was quite different from the narrative constructed.

?As I thought long and hard about how John Miller must have felt when writing that op-ed, two things stood out to me. First, in one sense, Miller did an incredible job. From a purely technical and strategic standpoint, he delivered results. He helped create one of the most memorable brands of that era. That’s the job, right? Creating a compelling narrative that resonates with the audience. In that regard, Miller did exactly what every marketing professional is tasked with doing—building a story, amplifying a persona, and driving engagement.

?But then there’s the other side. The one that forces us to confront the question: At what cost? It’s this thought that brings me to the second realization—our responsibility to the consumers. As marketers, we understand consumer psychology. We know what resonates emotionally, what drives decision-making, and what taps into the deeper desires and aspirations of our audience. We wield incredible influence, and with that comes responsibility. In the case of The Apprentice, Miller and his team used that knowledge to construct a myth, one that many people would later buy into, not just as entertainment but as truth.

?I can’t help but think about the broader implications of this. As marketers, we are not just selling products or services. We are shaping narratives that influence public perception, culture, and sometimes even history. John Miller’s regret is a reminder of how far-reaching the consequences of our work can be.

?We live in an era where truth and authenticity matter more than ever, and consumers are more discerning than they’ve ever been. In today’s world, transparency and integrity are critical in building trust. While the story of Trump and The Apprentice is a lesson in the power of narrative, it’s also a cautionary tale about how those narratives can take on a life of their own—sometimes to the detriment of the very people we aim to serve.

This reflection is a call to action for those of us in marketing. Our job is not just to create compelling stories but to ensure those stories are grounded in truth and authenticity. When we elevate a brand or an individual, we have to ask ourselves if we are being responsible in how we craft the narrative. Because, as John D. Miller has shown us, it’s one thing to sell a fantasy, but it’s another to live with the consequences of the illusion.

?I believe in the power of storytelling and branding to inspire, engage, and motivate people. But I also believe in doing so with integrity and responsibility. That’s how we, as marketers, can truly make an impact that lasts—not just for the brand but for the people who place their trust in it.

#BrandMarchitect

#Brandmarketing