Embracing Tradition or Riding the Wave: A Modern Marketing Dilemma

As the saying goes, the only thing that stays the same is that everything changes, and things have certainly changed over the last few years. Of course, I’m referring to our very own country, businesses and marketing.

There are now two distinct and contrasting approaches to business and marketing, woke has recently emerged as a contender to the traditional approach. First we have the timeless appeal of ‘Red, White, and Blue’ in marketing and now the contemporary trend of ‘Woke’ marketing and business practices.

This debate sparks profound and often heated discussions about the significance of aligning marketing strategies with the essence of the American spirit. And although woke marketing has had a firm foothold on the market for a solid 4 years now, I think the results are in.

One thing that most Americans used to inherently understand is that if you have a better way or a better mousetrap, then, great, we’ll use it. But if you go on and on about how bad the old system is and you don’t replace it with anything better, and you actually make it worse, then I don’t quite understand what you were complaining about in the first place.

Even if you’re right, and the system is bad, then you should have something better to replace it with. But you’re not right, because what we’ve had, has worked, and worked for many years, and what has recently been suggested simply has not worked.

I think we’ve tried the new woke “way” for quite a while now, led by…well, you know who it’s led by, and it is been a resounding disaster. There’s been nothing but the destruction of a system and replaced with nothing but ideas that don’t work, philosophies that lack logic and practical application, violence and massive theft and a decline of our society.

But let’s weigh both sides anyway, shall we?

The Allure of Tradition: Red, White, and Blue Marketing

1. Patriotic Appeal: ‘Red, White, and Blue’ marketing invokes a sense of patriotism and national pride, tapping into the collective identity of American consumers. It seeks to unite people, but the woke approach on the other hand, seems to intentionally divide people. Brands like Jeep and Budweiser have successfully leveraged this approach to evoke strong emotional connections with their audience.

2. Cultural Resonance: By aligning with traditional American values and symbols, such as the American flag and landmarks, brands can establish a sense of cultural connectivity that transcends generations. This authenticity builds trust and loyalty among consumers, as they perceive the brand as an embodiment of their values.

3. Timeless Appeal: Unlike fleeting trends, patriotic marketing strategies have stood the test of time, enduring through generations of consumers. This longevity ensures that brands remain relevant and impactful in the ever-evolving marketplace.

The Rise of Woke Marketing: Navigating Social Consciousness

1. Social Relevance: Woke marketing has tried to address pressing social issues and champion progressive values, resonating with socially conscious consumers. Companies like Nike and Ben & Jerry’s have embraced this approach to advocate for causes such as racial justice and environmental sustainability.

Although championing social issues is admirable, the failure lies in the approach. If you want to right a wrong, I would not advise alienating and even angering the very people you’re trying to convince to be sympathetic to your cause. And in undertaking this approach, many companies have not gained anything, but in fact, have lost billions of dollars and invaluable social capital that may not be recoverable.

2. Millennial and Gen Z Appeal: With younger generations increasingly prioritizing social responsibility, woke marketing can attract and retain these demographics by demonstrating a commitment to meaningful change. However, authenticity is crucial, as consumers are quick to detect insincerity or opportunism.

If you build a system or philosophy built on a lie or on false facts or on outdated ideas, the system you’re trying to build is nothing more than a house of cards and will surely come tumbling down as quickly as it started, such is the case with communism and socialism and woke ideas, systems that have never worked in any period throughout history or anywhere in the world.

Remember, we’re basing this conversation and blog post on the evidence. Using traditional American values in your marketing and business practices have stood the test of time, they’ve worked for roughly a couple hundred years, so this approach has worked. However, we’ve seen nothing but destruction, failing companies and massive loss of revenue using the woke approach.

3. Risk and Reward: While woke marketing has the potential to foster deeper connections with certain segments of the market, it also carries inherent risks. Missteps, such as, among others, Pepsi’s controversial ad featuring Kendall Jenner or Gillette’s divisive “The Best Men Can Be” campaign, can lead to backlash and damage brand reputation.

People know fake and disingenuous acts, statement and gestures when they see it (AKA — BS). And although everyone has been patient with all the fake care and rage (AKA — virtue signaling) for “marginalized” people, the patience is wearing thin. Nothing better than the current system has been implemented or even suggested. In fact, what has been tried has failed miserably.

And I don’t say all this to gloat or rub the failure in anyone’s nose, I say it and write about it as a warning to business owners contemplating which approach they should take. So before you decide to sport a rainbow flag, and cover your store with BLM messaging, ask yourself what your goals are as a business.

Do you want to earn a profit and build a lasting business or do you simply want to raise your fist and stick it to the man? Of course, either is fine, just be honest about what it is you want. Because if you want to earn a profit and grow a successful business, then I would strongly suggest sticking with what works and what has worked since before you were born.

Crafting Authentic Connections: Finding the Right Balance

In navigating the dichotomy between tradition and social consciousness, brands must strike a delicate balance to craft authentic marketing campaigns that resonate with their target audience. By understanding their customer base and staying true to their brand identity, companies can navigate this evolving landscape with confidence and integrity.

So if you want to cater to the woke crowd, that that’s fine of course, but do it with the knowledge that you probably won’t see any record breaking profits. And if you have an existing customer base of what we might call “traditional Americans,” don’t make the Bud Light mistake of ignoring and insulting your paying customers and actually stand against them in your marketing. You too will go broke.

A good example is the struggling artist. They don’t want to “sell out” but they’re broke at the same time. There is tremendous value of being able to make a living with your craft or art. So if you want to cater to the woke crowd, you’ll more than likely be the “struggling artist” with no money, no customers and no way to bring in new business.

Wrapping Up: The Power of Purposeful Marketing

In the quest to capture the American spirit, business owners, managers and marketers face a pivotal choice between tradition and progressivism.

Whether embracing the timeless allure of ‘Red, White, and Blue’ marketing or championing socially conscious causes, the key lies in authenticity and alignment with the values of consumers. By weaving purpose into their marketing strategies, brands can forge meaningful connections and leave a lasting impact on the hearts and minds of their audience.

Remember, virtue signaling without authenticity is a recipe for failure. Know your audience, stay true to your brand, and let genuine values guide your marketing journey.

And if anyone has any evidence whatsoever to prove that woke branding and marketing actually works, or their proposed societal system is better than what has worked for over 200 years, well, over 2000 years in the modern world actually, then I would love it if you would drop a comment and share your evidence and rational with me and the readers on this platform.

BUT, if you just want to name call and insult, then it’s not worth either of our time to engage with each other.

So I wish you all the best in your decision making process and I wish you all the good fortune this world has to offer.

For more insights on building brand loyalty and cultivating timeless relationships with your audience, check out my past article: How John Deere Built Timeless Loyalty Through Its Green Legacy.

And for further information about leaving a legacy, read: How High Standards, Integrity, and Reliability Build Authority for Your Business.

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If you have any questions or want to talk through some of these marketing ideas or get help creating them, reach out to me any time at: David@crosscopywriting.com

For expert assistance on marketing your brand, contact CrossCopywriting.com.

For a practical guide to promote Traditional American Values: 20 Ways to Infuse Your Marketing with Strong Work Ethics and Traditional American Values download the guide HERE.