Many people fear that they will miss out on things happening in their lives. The roots of this irrational fear are cultural and they persevere through generations. Marketers have taken notice of this and they exploit our insecurities. Historians point out that the way religious orders expanded in the Middle Ages is similar to today’s startups and their growth. The orders positioned themselves in such way that they targeted particular groups of people, and those people were the ones with a strong desire to belong.
- You can reliably go all the way back to the lower Middle Ages to find the origins of corporate marketing and communications.
- Insecurity and uncertainty about future salvation were the tools of the marketing trade the various religious groups used to position their Order in the Middle Ages.
- Loyalty programs in the form of lofty promises — it doesn’t come any grander than eternal salvation — kept customers hooked to each “brand.”
“Creating culture just to convert higher forms of value into lower ones—human energy into money for the sake of more money—prays on insecurity and has shorter shelf life.”