Although I’ve been in it for over 17 years, there are many things I dislike about branding and marketing. Chiefly, the tendency of brands to give in to the cheaper, faster approach to creating a behavior: manipulation.
Traditional branding and marketing is, at its core, a philosophy of manipulation. The founder of this philosophy is Edward Bernays. Although way less famous than his uncle, Sigmund Freud, Bernays is still considered the “Father of Spin”.
A quote from his blatantly-titled 1928 book, “Propaganda”:
The conscious and intelligent manipulation of the organized habits and opinions of the masses is an important element in democratic society. Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country. …We are governed, our minds are molded, our tastes formed, our ideas suggested, largely by men we have never heard of … in almost every act of our daily lives, whether in the sphere of politics or business, in our social conduct or our ethical thinking, we are dominated by the relatively small number of persons…who understand the mental processes and social patterns of the masses. It is they who pull the wires which control the public mind.
If you are paying attention, you can see the philosophy of manipulation played out dozens of times per day. The point of writing this piece is to not go Ralph Nader on the marketing industry. My point is that we must each marketing-proof ourselves in order to reduce (it likely can’t be fully eliminated) the influence of persuasion and manipulation. The baseline requirement for the philosophy of manipulation to have maximum influence is low consciousness. In Maslow’s terms, this is mostly the middle tier of acceptance and belonging – with just enough coercing of our primal fears and needs thrown in.
In short, to marketing-proof yourself you need to raise your consciousness. Here are a few don’ts and do’s on how to do that.
Chase dopamine. Any model that relies on eyeballs, relies on dopamine. This is especially true for anything that’s free – i.e. social media. As Tim O’Reilly said way back in 2010, “when it’s free, you are the product.” This is all about creating micro-addictions to dopamine.
Have body dysmorphia. In clinical terms, body dysmorphia is a mental health disorder. In practical terms, it is being so influenced by comparison to others that you begin to hate your body. Kudos to Halo Top ice cream for confronting this type of manipulation head-on.
Over-use binary goggles. Binary thinking can be a useful tool for decision making, but marketers encourage the overuse of this tool by creating false choices. This is the “gotta have it nowt” urgency you see in a lot of marketing.
Heal your emotional wounds. It is virtually impossible to be manipulated by a brand or a person if you have done the deep work of healing emotional trauma. Unhealed trauma creates the impulse to either venerate or vilify – or both. Marketers use this to be the “the rescuing prince” and/or to paint their competition as your enemy.
Master your ego. An unmastered ego will drive all decisions – all of which perpetuate its control over you. The higher your consciousness, the more you master your ego. This happens through a faith/spiritual practice, mindfulness practice, creative practice, volunteering or other forms of elevated consciousness. The more you master your ego, the less likely you are to let it be manipulated.
Be skeptical of formulas. One of our mantras at Root + River is “f*ck the formula”. This reflects a healthy distrust of singular solutions. Formulas are designed to create mass adoption. They often come in the form of “better” – better relationships, better career, better lifestyle.
The final one is a combo do and don’t …
Do be aware of your fears, biases and tendencies – and don’t let them be used to manipulate you. We all have our preferences, insecurities, doubts, quirks, dichotomies. These are what make us interesting – and human. But when we are not aware of them – or we are aware of them but are not honest about them – we are inviting manipulation.
Some practical tips for bringing this to your awareness in your daily life …
When you decide to click on something, pause and ask yourself why it drew you in. Hint: it’s not always being manipulated. Sometimes you are just curious! Or have a real need.
When being pitched a product or service, ask yourself “What would this give me that I don’t already have?”
Notice when you feel an elevated negative emotion about something (usually a news story). What bias is being triggered to create this negative emotion in you? And how does the info source benefit from your negative emotion?
One of our more audacious goals at Root + River is to seize back branding and marketing from the manipulators and gaslighters. To have branding and marketing be used as tools for positive change, inspiration, personal growth. To accomplish this, we need clients that are enlightened leaders that want to attract higher consciousness customers. If this idea moves your soul (and offends your ego), reach out and let’s see how we can work together.