You can do Magic, You can have anything that you desire!

Marketers are great story tellers and if it is done well, consumers believe them and buy their products or services. The best marketers go well beyond the intrinsic value offered and create the perception of outstanding value,... [ view full abstract ]

Marketers are great story tellers and if it is done well, consumers believe them and buy their products or services. The best marketers go well beyond the intrinsic value offered and create the perception of outstanding value, which when sprinkled with stardust magic has an exceptional impact. This magic in marketing has always existed and, while variable, it does unlock doors as many global retail companies have consistently shown. How can we use this magic for the greater common good? The argument put forward is that, in the face of a global obesity epidemic, by utilising social marketing it is possible to address the lifestyle issues which individuals face. However, the challenge for social marketers is to create the equivalent sense of desire for behavioural change that Disney, Gucci, Jimmy Choo and many others create for their products globally. The traditional public health approach has been broadly woeful in its communication strategies, social marketers have the opportunity, and the challenge, to do better by literally shaping a better society, now that is what I call magic.