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Unmarketing

I strongly believed that the opposite of marketing was not a lack of marketing, but mediocrity.

Mediocrity would imply doing things just like every other competitor instead of marketing a unique positioning into the minds of your prospects.

However, last week I saw a hand sanitizer near the cashier at a restaurant and realized that it’s actually possible to unmarket your brand. 

By unmarket, I meant how to convince us to stay away from/not use a particular product. 

One glance at the image below should help you learn what unmarketing means.

I can assure you that not a single person who went to pay the bill to the cashier in that restaurant used that sanitizer to clear their hands. 

It would have taken 10 seconds for any employee in that restaurant to clean that hand sanitizer bottle. 

But being uninterested or unaware is the first step to unmarketing.

Takeaway

If we aren’t 100% intentional about the way we market our offering, we might easily drift into unmarketing mode!

Are you guilty of unmarketing your offering? Share your thoughts here.

The difference between mediocrity and excellence is attention to detail.

Sebastian J. Barbarito

Kurian Babykutty

CEO, 40 Parables

Kurian's a steward of storytelling and a keen observer of people, which is why he geeks out on making marketing meaningful.

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