When discussing any marketing strategy for products or services, it is essential to always support the plan by communicating promises and benefits of the product; this is the solid foundation to create a reliable brand and solid loyalty through quality and ethical communication.
Many companies have the tendency to cross the line between persuasion and manipulation without thinking about how it could potentially be a problem in the future, possibly damaging their reputation and brand permanently. Consumers today live in an interconnected and easy-access world where reviews and ratings have become a part of the decision-making process. Nowadays, 81% of retail shoppers conduct online research before buying (source: GE Capital Retail Bank).
Transparency is the key for any brand or business as consumers ask for product and service ethics without hidden information. If we could embody transparency in a pop culture character, Samwise Gamgee from Lord of the Rings comes to mind. Samwise is a loyal and trustworthy friend of Frodo; he symbolizes transparency in his firm reliability, loyalty, and commitment to his mission.
Consumers today are looking for products that embody Samwise’s values. Companies, and organizations that strive to use persuasive strategic communications that are honest, respectful, and looking for a mutual benefit while avoiding untrusty, manipulative, and potential harm or disadvantage.
If we analyze, who could represent a corrupting and manipulative character in the Lord of The Rings Franchise, Gollum immediately stands out. Gollum is skilled at using emotional manipulation to influence Frodo’s decisions and guide the hobbits into dangerous situations. Many brands can embody Gollum’s behavior, using tactics and intentionally misleading or confusing consumers to achieve their interest.
Building or maintaining a brand or product with ethical persuasion that adheres to moral principles and values is essential to generating loyalty and creating solid long-term customer relationships. Whenever you work on a marketing communication plan, I tell myself, “Think about building a long road with your customer, not just a mile.” Be that transparent and ethical Samwise who the market and consumers need and not a corrupting and manipulative Gollum losing empathy, reputation, and money.
