Companies of Conscience

A main source of insights into the world of advertising, for me, is one Deke the Geek (nickname), @dekebridges on Twitter, known as Derek to many neighbors.

He reads and follows top advertisers, both individuals and agencies. Today, at Peet’s and Fred’s (a coffee shop in a supermarket), I asked him to tell me about Rebecca Black.

Actually, no, Rebecca Black had just been by, for an interview, to that very Peet’s. She’s guest starring with a band, Man Man, and played across the street at Hawthorne Theater just yesterday. Derek let me know. I could see the marquee from our supermarket window.

However my question for my ad man was whether Companies of Conscience had ever tried to make a go of it.

Let me describe the business model, and thereby what I mean.

Sure, it’s fine to have people care a lot about a product, its quality, its features, if it’s high end and expensive. Anything from a suit, to a set of luggage, to a fancy luxury sedan, might be sold on its merits.

However it feels belittling, at least to me, to have advertisers try to sell me on the merits of one toothpaste or bar soap over the next. They’re just not that different. Why should I care? Could I buy your soap for another reason?

Another reason for buy the soap, goes the model, is because Soap & Toothpaste Company X plows a significant percentage of its profits into advertising, and the advertising sends a message that consumers like and are willing to…