Respect as the new black in marketing
As I am, yet again, attempting to write a book (not about books), I started pondering about the marketing mix and the difference between a love mark and a brand that is truly respected. Is respect more important than love in a world where companies increasingly will have to take a stand and declare their purpose and intent? I suspect it is.
I looked up respect
- a feeling of deep admiration for someone or something elicited by their abilities, qualities, or achievements
- due regard for the feelings, wishes, or rights of others
Other words you can use are esteem, regard, acclaim, admiration, approval, appreciation, estimation, favour, popularity, recognition, awe, reverence, deference, honour, praise, homage
The opposite word is contempt. The opposite word to love is hate or hatred. Ugly words.
How do you become a companies that is respected?
There is a lot in the word “respect” How do you become a companies that is respected?. Can you name companies that your respect?. The only one that immediately springs to mind is Patagonia. And the reason I respect them is their complete alignment between their mission, their principles and their behaviour. They are completely congruent and put their money where their mouth is. I was trying to list the terms I would associate with a respected company:
- Intent
- Congruence
- Principles
- Transparency
- Authenticity
- Consistency
- Clarity
- Integrity
- Honesty
- Choice
- Reputation
- Positioning
Positioning, reputation, principles and respect go hand in hand. In fact, there should be no space between those four. It is culture, it is self awareness, it is consistent behaviour and ultimately it is authenticity. You cannot fake this in the long term. That means that you and the company need to be completely themselves (can a company or organisation be self-aware?). Focussing on just being yourself is great, because that closes the loop with effortless positioning. Embracing uniqueness and difference.
Which do you prefer? As a business, do you go for respect or love?
The above is badly formulated, but I am sure you understand what I am getting at. All comments very welcome.
