Great marketing is a mouthpiece for the truth

I'm a big fan of Porsche and of Jeff Zwart, individually and together.  I admire Porsche because their cars are still racing machines at heart, so their story about being about performance experiences is based on a core of truthiness. I deeply respect Jeff Zwart because his passion as a race driver informs his craft as as the one of the most sought-after creators of stories about automobiles and movement.  Both are purveyors of truth, and when they play together, things get really interesting.

For those not steeped in the world of modern motorsport, sometime in the early 60's came a point where race cars became so specialized that they ceased to be streetable machines, to be trailered henceforth to their places of competition mounted in the backs of lorries.  So sad.  Racing cars had shifted from something you'd park on the streets of Manhattan during the week and drive up to Lime Rock for a weekend race, to the mechanical equivalent of those ancient mandarin rulers who for the sake of status and fashion allowed their fingernails to grow so long that they were unable to feed themselves.  Ever faster cars and longer nails are interesting and make for some dramatic tradeoffs, but do not necessarily yield a better overall experience (especially for the person assigned feed the mandarin), and are certainly not particularly truthy.  So for a brand focused on communicating a story about race-bred performance usable on the road, what could ring more true than a story about a Porsche driven to the race course by its driver, who happens to be a consummate teller of stories?  It's a bold shift from the old marketing myth of Win on Sunday, sell on Monday to a true, honest statement of Sell on Monday, win on Sunday, drive home on Monday

As marketers we need to stop making myths and start finding ways to talk about the truth.  We each need to take an oath to the effect that, should we ever find ourselves locked in a conference room trying to whip up a value proposition statement to justify why consumers will buy the crap we're so desperate to sell, we will each reach over and slap the person on our left in the face (gently) and then all exclaim in unison "let's stop mythologizing and go out in the world to hear the truth it wants to tell us".  It's out there.  Go find it.  Porsche and Zwart have.  Great marketing is a mouthpiece for the truth.

By the way, Jeff Zwart will race this red beauty up Pikes Peak tomorrow.  You can see his amazing run from last year here:

 

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