Lecture Notes: Propaganda vs Marketing

Introduction

• Objective: To understand the difference between propaganda and marketing, and how to build a propaganda campaign for a business.
• Brief prayer to start the session.

Agenda

1. Examples of propaganda in practice.
2. History and understanding of propaganda.
3. Differences between marketing and propaganda.
4. Framework for building a propaganda strategy.

Historical Examples

American Breakfast

• Before the 1920s, breakfast was light.
• Edward Bernays hired to increase bacon sales.
• Created concept of a heavier breakfast with protein.
• Used a survey of 400 doctors to promote a heavier breakfast with bacon.

Diamonds

• De Beers made diamonds seem rare and valuable.
• Linked diamond size/quality to love and commitment.
• Shifted cultural norms around engagement rings.

Cigarettes

• Also a campaign by Edward Bernays.
• Associated women smoking with freedom (Torches of Freedom campaign).

Got Milk?

• Promoted milk consumption to improve children's health.
• Aimed at boosting the entire dairy industry, not a brand.

Listerine

• Propaganda around halitosis to promote mouthwash.
• Created a perceived social issue to sell their product.

Key Figures

• Edward Bernays: Known as the father of modern propaganda, related to Sigmund Freud.

Marketing vs Propaganda

• Marketing: Organized effort to sell a product/service.
• Propaganda: Organized effort to sell a narrative or idea at scale.
• Propaganda influences public opinion and can be ethical.
• Litmus Test for Propaganda: If a narrative can stand without a brand, it is propaganda.

Examples of Propaganda vs Marketing

• BMW's "Ultimate Driving Machine" is marketing.
• Volkswagen's "That's the power of German engineering" is propaganda.

Developing a Propaganda Strategy

Importance of a Propaganda Strategy

• Creates market demand.
• Makes products habitual.
• Provides a competitive edge.
• Builds a loyal customer base.

Developing a Propaganda Strategy

• Guiding Question: What belief must your ideal client have to consider your business?

Narrative Strategies

1. Status Narrative: Owning/doing X marks you as special.
2. Zeitgeist Narrative: This is what everyone is doing.
3. Opportunistic Narrative: Unique opportunity available.
4. Fear/Survival Narrative: Existential threat coming.
5. Problem Agitation Narrative: Highlight a neglected problem.
6. Counterintelligence Narrative: Correcting a harmful narrative.

Framework: Mass Narrative Engineering

• Phase 1: Intelligence and Reality Mapping

  • Market research.
  • Psychographic mapping.
  • Competitor narrative analysis.

• Phase 2: Campaign Architecture

  • Narrative anchor creation.
  • Evidence portfolio expansion.
  • Guerrilla strategy design.

• Phase 3: Manufacturing Omnipresence

  • Paid advertisements.
  • Organic content.
  • Media coverage.

• Phase 4: Execution and Amplification

  • Content distribution.
  • Analyzing data for optimization.
  • Translating top content into other languages.

Resources and Further Learning

• Books: "Propaganda" by Edward Bernays.
• Documentary: "The Century of Self".
• Program: Future Proof Marketers for deeper learning and application of propaganda strategies.

Conclusion

• Propaganda can be a powerful tool when used ethically.
• Understanding and implementing these strategies can create a significant impact on a business.