Jonathan's view
As in war, the first casualty of marketing is truth
All too often politicians are exposed as back-bench spin doctors pushing toxic doses of promises 'cut' with low grade authenticity which ultimately leaves voters hooked on a cocktail of confusion and bewilderment.
Too many times, the same is true in commerce, which in part, is supposed to be driven by competitive choice. Rather than enjoying their choices, consumers are abandoned to trudge through a swamp of blandness bordered by endless streams of me-too products, television shows, films, political promises and services.
Consumers... voters... followers... all are acutely sensitive of careful manicured messages adorned with plastic sincerity.
People have become numb to wars in far-flung fields and battles on high streets.
Coping with everyday struggles just to maintain their heads above water, they have turned a blind eye to ever more fervent pleas by brands and causes beseeching their attention.
They are simply not prepared to be taken for granted anymore - neither should you.
A new direction for a miss-directed cause
Creative communication thinkers are pressurised to produce more and more messages in less and less time for an increasingly attention-deficit audience. Marketers, PR professionals, copywriters, designers, sponsors, media agents, sales and brand managers... have become akin to factory lines workers dependent on the 'cut and paste' school of innovation learned by rote rather than being encouraged to share their instincts.
Change: It's time.
Not just political change as promised by President Obama who swept into office with a landslide snoot at the old establishment. Nor a commercial one as espoused by purveyors of 'must have' products and services. Not even a radical change as preached by hard-nosed zealots prepared to do whatever it takes in the vain hope of leaving a message of purpose. Nor change championed by devout social atheists preaching the message of excess whilst you can get it - whatever the repercussions. Nor even the change advocated by political agnostics who willingly believe in any faddish sound bite headlines, but reluctantly follow any enduring belief.
Reformation - not revolution
Principled marketing reformation challenges long held assumptions and rebuilds confidence and respect in much-loved brands and institutions.
Soul Traders considers all our yesterdays to build an ethically sensible, morally sound and commercially sustainable tomorrow.
