Bonding, friendships and kneeling for what you believe in

I heard you were a marketer.
Aren't we all?

No, I don't think so. I have a people in my organization responsible for marketing. I wouldn't say I'm a marketer.
That's like saying you're not a person. Everyone in your company is doing marketing everyday, both internally and externally.

How do you figure my accountant would be a marketer?
Does your accountant pay your bills?

Yes, of course.
Does your accountant interact with other employees in the organization?

Yes we don't have a choice as a team.
Exactly. Have you ever had an accountant who had no people skills where everyone was afraid to walk into his office?

Um, yeah. We had an accountant who was really mean. He was an awesome in his craft but at the same time a miserable son of a bitch.
And what was the culture like while he was there?

My top managers wouldn't call him. They were afraid to be raked over the coals. And when we had a manager meeting, the tension was always thick when the accountant spoke.
And was that a good thing for your business?

Of course not. The team suffered and so did the organization. Luckily, he eventually left, making everyone's life easier.
During that time, your team wasn't totally comfortable with the internal culture. Their work may have even suffered a bit. You'll never know because you can't go backwards and remove that variable. But let me ask you this, "Is it possible you lost other great employees because of this person?"

I don't know... Maybe.
Fair enough. During these dark times, did your accountant have to talk to clients?

Oh no. We wouldn't let him do that.
Why not?

We didn't want to piss off the people who paid us?
So you shielded an accountant from your clients because he was a terrible representation of your business?

Yes.
Did he call suppliers to discuss payment arrangements, resolve problems, and negotiate terms?
Yes.

Did he work with your banker?
Of course.

So your suppliers and bankers aren't customers?
Um, not really.

Wait a minute. Think about this. Isn't a company really just a group of people moving in the same direction with a common goal?
I guess you could look at it that way.

And your suppliers have people working for them, who had to interact with your son of bitch accountant, whom your own "family" couldn't stand? When things went wrong, do you honestly think the people working for your suppliers didn't feel the same as your employees?
Ah shit. Almost certainly.

Right, And don't you think it was possible they told close relationships about the son of a bitch who worked at your company? Maybe even tarnished your reputation, I mean brand, in the market.
Ok, I get it. We'll all marketers in the organization.Let me ask you this, from one marketer to another. Have you seen the Nike commercial about Colin Kaepernick?

Is he the NFL player who has been blackballed by the league for kneeling during the national anthem?

Yes. And Nike produced a commercial revolving around him. Isn't that a bad marketing idea?
It always depends. In this case, he isn't a criminal. He just kneeled for something he believed in.

But in doing so, he upset a huge group of people.
Yes he did. Did he not also become a hero for a separate group?

Maybe. But we're in business to not offend.
Are you sure about that?

When we offend, like my old accountant, we lose potential future sales. You just said that.
No, I said we shouldn't be assholes. That's just wrong. However, standing up for something we believe in is not the same thing.

But my accountant believed in what he was doing.
Not the same thing. Your accountant did not believe in the same things your organization believed in. You told me yourself the culture during his reign of terror wasn't positive. Which means he was not like the rest of the group, which means he doesn't represent the organizational beliefs.

Yes, and Colin Kaepernick's beliefs are not the same as the NFL's.
Exactly and that's why he's not working. But it doesn't mean there aren't a lot of others who believe in this guy's actions. And it seems to me that Nike believes in the same things as he.

But people are burning their Nike shoes.
Yes they are. And others are exchanging their Pumas and Adidas for Nike because a shoe company tugged on their heart.

But the publicity is so negative.
When I see people on TV burning clothing, I laugh. They bought the damn stuff. It is portrayed as negative. But for every prognosticator, journalist and podcaster who talks about the commercial or the aftermath, Nike sells more shoes.

Are you sure about that?
First of all, Nike is standing up saying they have these same values as this black NFL player. Remember, their fortune was built on the backs of professional black athletes.

I think Nike believes in equality, but kneeling against the flag is so unpatriotic.
Some people think that. But he didn't burn the flag. He never said he hated his country. He said he wanted things to change. Isn't that what's great about a free country, to be able to think and speak one's mind?

Yes, but business doesn't care about these things. Business just wants to make money.
You haven't learned the lesson. Businesses are just a series of people with similar values moving in the same direction.

So it's ok to piss people off with your marketing efforts.
Yes, if it's something you believe in. Remember, we do business with those we trust. Some say we do business with our friends. The best way to make "friends" in a marketplace is to create a bond. Bonds are built on core values or beliefs. So until you communicate your beliefs you won't bond with the people who believe in the same things.

So Nike's commercial is good for business?
Yes it is. Let me ask you this, what does Adidas stand for?
I don't know, making great shoes, maybe.

Exactly, I don't know either. But because of this commercial hasn't Nike told the world what they stand for? People hate it. But people also LOVE it. It's called the law of polarity. 50 million people could throw out their shoes, but 100 million people will feel Nike understands them. The bond becomes real.

But the shoes I buy are about how they fit.
No it's not. It's about how they FEEL. And Nikes feel a little bit better now for those who are tired of the underlying racism issues. Nike gets a little bit more headspace for potential buyers. And the customers who are mad at Nike can buy other shoes. It's ok, because if the customer doesn't believe in what Nike believes, they should do that.

Whoa, Nike is going to lose customers.
And they will gain new ones. Nike will never have to compete solely on price. The relationship with the customer who cares about these issues will be stronger. Nike is one of those great brands on the planet, according to Steve Jobs.  They've shown up and demonstrated what great brands do. They take a stand for what they believe, despite what others think. And by the way, look at the youtube video and the amount of "thumbs up" versus "thumbs down". It's like 10 to 1 positive. Nike is moving people.

So good marketing is about standing up for things we believe in.
Now you're learning. I'm sorry, I have to get back to writing my next blog post. It's been nice talking to you.

Rick Nicholson is a multi unit business owner and partner at Wizard of Ads in Austin, Texas. He looks at marketing from the perspective of customer bonding, corporate beliefs and increasing sales. He only works with a select few customers who believe in the same things he believes in. If you want to grow your business and would like to know how he can help you, you can reach him at ricknicholson@wizardofads.com.