“Be the change you want to see in the world.”
I had the great pleasure yesterday in seeing advertising genius Alex Bogusky talk about “How marketers are going to save the world.”
He explained how brands are the new nation-states, primarily responsible in controlling how the world works.
But capitalism is complicated. Competition creates shortcuts which leads to things like pollution and poor factory working conditions.
Cheating business as in life is also impossible to get away with. Transparency and doing good is the new currency. You’re better off calling yourself out rather than waiting “for someone else to do it to you.”
Doing the right thing is hard. Bogusky urges companies to lead consumers in a genuine way. Help people help themselves.
Bogusky buys signs from homeless people, one to give back but two to acknowledge the diversity of advertising. Some homeless people write banal help signs; others write funny, memorable ones that poke fun of current events.
The art of making money is sometimes art itself, how we choose to express ourselves.
“Marketers are at the front lines of a new capitalist revolution. Between citizen consumers and corporations.”
Nevertheless, Bogusky reminds us that transformative campaigns require lots of cash. We must resist the temptation to spend it on false impressions.