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« Big Tobacco's Delusions of Grandeur | Main | IXMA »

August 31, 2004


Steven Streight Vaspers the Grate

We need Safer Celebrities: baseball players who don't hit spectators with metal chairs...

basketball players who abstain from rape...

political leaders who tell the truth about why we are going to war, and what they did in a previous war...

CEOs who quit awarding themselves huge bonuses whilst downsizing and outsourcing...

...and a repentant, reformed Martha Stewart.

For more controversial info on this, you might consider viewing "Martha Stewart & Mentally Correct Marketing" post at:

I've bookmarked your blog and I'm considering adding it to my blog list (I couldn't get "blogroll" to work, so I did a workaround in template).


I would say that working in PR / Marketing requires a certain level of moral myopia, or, at least a bit of existentialism. I was just having a discussion with someone about the "greening" up of corporations that sell products that do major damage to the environment. Working for companies that sell products under a new, politically correct umbrella (such as a certain soda company owning a few organic food labels) while at the same time, selling the products that are the antithesis of that new "PC" product, presents conflicting agendas.

In the grand scheme of things, as marketers, we're faced with the same question on a day-to-day basis: Is this product a necessity for the consumer? I would say in most cases we'd say no. Yet it's our job to convince the consumer otherwise. How's that for moral conflict?

Steven Streight aka Vaspers the Grate

I respectfully disagree with the question marketers must ask being: "Is this product a necessity for the customer?"

When the answer is "No" then advertising says, "Then we'll create an artificial, an apparent, a contrived need for it."

I proclaim the true question to be: "Does this product provide a benefit to the customer in a legal, ethical, non-harmful manner?"

You could expand on that question, but the central marketing concept is not necessity, but benefit.

You don't need a house, you could live in a cave. But a house provides better benefits than a cave.

For more "Mentally Correct Marketing", visit my shamelessly hyped blog:

Peace! Good topics discussed here.


Good point. However, "benefit" is still touch and go. Cell phones benefit individuals, but are problematic from an environmental standpoint. But this is more philosophical than pragmatic, so I will digress.

Thanks for the link!

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