(This post first appeared here on June 18, 2004)
When I first introduce an audience to the idea that marketing is morphing from hucksterism to healing, I often see in some people's faces their suspicion that I’m preaching from some New Age gospel.
Most of those faces relax to reflect greater openess to my claims after I display logos of a few companies that have taken on the role of healer and are performing spectacularly. Anthoplogie is one, REI another and Chico’s yet a third. Each brand appears genuinely more interested in solving their customers' problems than in making a sale at any cost in customer relationships.
Each company has abandoned the 20th century marketing paradigm base on bending customers' wills to the marketer's will in order to move more product. They have adopted the 21st century marketing paradigm which is based on building empathetic connections with customers so as to better help them in solving their problems.
For example, Chico's has made size a less self-consious matter in apparel choices by creating its own size metrics: Size 3 sounds a lot better than size 14 to many women.
New Balance is another brand that has taken on the role of healer. It eschews the testosterone-driven messages of Nike and other sneaker makers to focus on the perennial midlife search for life meaning and balance. It makes it O.K. to be introspective and nonagressive in a kinder and gentler way of life.
Melinda Davis explores the moral shift in marketing from hucksterism to healing in her book, The Culture of Desire.
Kevin Roberts’ new book, Lovemarks: The Future Beyond Brands also explores the theme of marketer as healer, dubbing companies that practice empathetic healing instead of dispassionate huckstering lovemarks.
Roberts advocates infusing brands with three fundamental lovemark elements: Mystery, Sensuality, and Intimacy. Mystery enters by drawing on the past, present, and future; the value of myths and icons; and the powers of inspiration; and by tapping into dreams. Sensuality and the five senses can be used to locate touch-points with consumers. Intimacy is created through commitment, empathy, and passion.
Davis and Roberts understand that shifting from a product centric to a customer centric platform for doing business is not about increasing share of wallet as Don Peppers and Martha Rogers advocate via their 1:1 marketing gospel. It’s about increasing share of heart.