So you want to be a Marketing General?

The evolution of marketing language: How militaristic terms shape modern strategies

I get it; the tongue-in-cheek job position "Marketer in Chief" on my business card might raise an eyebrow or two. But it fits. Coming from a country with a deeply militarized recent history, where Fidel Castro—known as Comandante en Jefe (Commander in Chief)—symbolized authority by wearing military uniforms for civilian tasks, I can’t help but see how the power of titles, uniforms, and words can transcend their origins. I confess I hated living under that socialism or death radical dichotomy.

No, I’m not storming into boardrooms with a battle plan (though sometimes it feels that way). But here’s the truth: marketing, as a profession, thrives on the kind of strategic precision, competitive spirit, and meticulous planning that originated in military contexts. It’s not a coincidence that our jargon—“campaigns,” “targets,” and “tactics”—sounds like something out of a war manual. The story of how it came to be involves history, psychology, and one particularly influential man: Edward Bernays.

Marketing is about the art of winning hearts and minds, much like warfare—but instead of conquering territories, we’re competing for customer loyalty. The militaristic undertones in marketing are no accident. Words like "strategy," "conquest campaign," and "target audience" didn’t just wander into the field; they marched in with purpose.

To understand why modern marketing sounds like a battlefield, we need to look back—at centuries-old military strategies, wartime propaganda, and Edward Bernays, the father of public relations, who helped bridge the gap between warfare and business.

Edward Bernays: The Bridge Between War and Marketing

Edward Bernays, the nephew of Sigmund Freud, didn’t just revolutionize marketing—he militarized it. During World War I, Bernays served on the U.S. Committee on Public Information, where he used propaganda to generate public support for the war effort. Granted, this fascinating and controversial figure, known by some as the "father of public relations", will get more than the following lines in a future article.

From War to Commerce

After the war, Bernays saw the potential to apply these strategies to peacetime challenges. He distanced his work from the negative connotations of “propaganda,” rebranding it as "public relations."

Bernays introduced the concept of marketing campaigns as structured, goal-driven operations. His work included everything from promoting cigarettes to women (the "Torches of Freedom" campaign) to making bacon and eggs a staple American breakfast. Each of his campaigns borrowed heavily from the strategic principles of warfare—emphasizing precision, timing, and coordination.

The Historical Roots of Militaristic Marketing

Even before Bernays, military terminology had started to permeate civilian domains.

Roman Military Campaigns

The term "campaign" originates from the Latin campus, meaning “field.” In ancient Rome, it described military operations in specific geographic areas. By the 17th century, it was used for political efforts, and eventually, marketing adopted it to describe organized initiatives aimed at achieving particular objectives.

The Industrial Revolution

Companies began adopting military language to describe their efforts as the business world grew more competitive during the 19th century. Words like "strategy," "tactics," and "targets" entered the corporate lexicon, emphasizing the high stakes of capturing market share.

World Wars and Propaganda

World Wars I and II underscored the power of organized communication. Propaganda campaigns used psychological tactics to sway public opinion, and these strategies seamlessly transitioned into marketing after the wars.

The Militaristic Vocabulary of Today’s Marketing

Modern marketing remains deeply influenced by this history. Here are some of the most common militaristic terms we use today:

1. Campaigns

A marketing campaign is a battle plan—a coordinated effort to achieve a specific goal, like increasing brand awareness or driving sales.

2. Target Audience

Marketers "target" specific demographics with their messaging, a term that evokes the precision of military targeting.

3. Tactics and Strategy

These words define marketing plans, with "strategy" outlining the big picture and "tactics" detailing the step-by-step execution.

4. Guerrilla Marketing

Inspired by guerrilla warfare, this marketing style relies on creativity, surprise, and resourcefulness to achieve maximum impact with minimal resources.

5. Brand Warfare

Corporate rivalries often resemble military skirmishes. Think Coca-Cola vs. Pepsi, where aggressive campaigns, innovative strategies, and clever tactics dominate the landscape.

Why Militaristic Language Persists

Competitive Mindset

Marketing, like war, is about outmaneuvering the competition. In a crowded marketplace, standing out often feels like a battle for survival.

Strategic Importance

Militaristic language emphasizes the importance of planning, precision, and execution—all critical for success in marketing.

The Role of Data

Modern marketing is a battlefield of analytics, with tools like A/B testing and real-time tracking allowing brands to adjust their strategies mid-campaign.

Rethinking the Language: Time for a Change?

Not everyone is a fan of marketing’s militaristic undertones. Critics argue that terms like "targets" and "campaigns" foster an aggressive, combative mindset, which can feel out of place in industries that value collaboration and empathy.

Emerging Alternatives

Here are some softer, more inclusive options gaining traction:

• "Initiatives" instead of "campaigns."
• "Audiences" instead of "targets."
• "Connecting" instead of "winning."

Still, for many marketers (myself included), there’s something undeniably empowering about planning a campaign, targeting an audience, and using clever tactics to achieve success. It’s not about conquest—it’s about creativity and strategy.

From ancient Rome to Edward Bernays, the militaristic language of marketing reflects the competitive, strategic nature of the field. While some may argue for softer, more inclusive alternatives, the power of these terms lies in their ability to convey urgency, focus, and purpose.

As a marketer, I embrace the role of "Marketer in Chief." It’s not about waging war—it’s about leading with strategy, creativity, and a commitment to delivering results. After all, in marketing, as in life, the best "campaigns" are the ones that truly connect.

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