Advocates, Antagonists and Agnostics

This is a good food-for-thought article for all marketers though it is written in the context of the US Presidential election. The point is that there are a lot of people who don't care about your brand, your marketing, your packaging... you know, the whole shebang! Simply put, they are agnostic to the marketing. So as marketers what do we do? We try to educate them about product features (more marketing) or we try to tell them about product benefits (still more marketing) or we persuade them by claiming that we care about the plastic in ocean (even more marketing). This article argue that saying 'more of the same' or saying 'that we care' don't work for the Agnostics. The way to get this segment of people to act is very different but also very simple.


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