The Etymology of Responsible Marketing, by Tim Girvin

Tim Girvin and I go back. Way back. Okay, not that far back.

We were on the advisory board of a before-its-time start-up six or seven years ago, then reconnected through social media recently.

Tim’s firm, Girvin, is known in design circles for its work on identity programs for over 350 motion pictures such as Ironman, Braveheart, Beowulf, Unforgiven, The Matrix and The Last Samurai. But Girvin’s firm isn’t just movies—other clients include Gucci, Johnson & Johnson, Microsoft, Procter & Gamble, Yum! Brands and a long list of other companies you’ve heard of.

Tim has been reading The Responsible Marketing Blog since its launch, and unbeknownst to me, wrote about The Concept of Responsible Marketing [& Its Etymology] in late May.

It’s a fascinating linguistic journey, with stops in the years 1200, 1225, 1300, 1390, 1599, 1651, 1787 and 1836 A.D.

Really, what Tim is seeking is the Truth, and he sums it up here:

For me, it’s all about truth. And truth, these days, is hard to come by. Being “truth full” is laden with challenges. How can you market something being truthful? Because, in a way, the legacy of marketing is about stretching the truth—it’s telling a story that extends beyond the actual, to the imaginary in premise. When I think about it—it’s about the premise as the driver to actualization of marketing principle—and that premise delivers against a promise.

Make sure you subscribe on Tim’s blog, and don’t miss his post Exploring the Brand Obama. It’s one of the best I’ve read on the topic.

So, what does Responsible Marketing mean to you?

Comment below to share.

Join the discussion 2 Comments

  • For me, responsible marketing is about offering not only truth – but genuine information as to the value of the product.

    What I mean is that, rather than appealing to emotional blackmail, or creating an image that really isn’t about the product, marketing should be as Tim said – truthful. And if the product is good, then the truth will be what sells it.

    Valuable product = Truthful marketing
    Truthful marketing = Trust
    Trust = Return sales and happy customers

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