A construction company was choosing between two applicants for the position of 
Marketing Manager. In the end, Jane was chosen because of her wit and skill with words. She 
was a really good conversationalist. Her choice of words easily convinced clients to have an 
immediate partnership with the company. During her first three months in the company, she was 
able to successfully market its products and services. She proved that she can do the job—no 
wonder she persuaded her employer to be chosen for the job post over the other candidates.

Everybody in the office admired Jane. She always captivated people by how she presented herself and behaved. Jane also had a great sense of humor. One day, while she was in the office, a group of three employees happened to talk to her. They had a casual conversation and the employees asked about her family life. The marketing manager told them that she had three children and a super handsome husband.

Jane was animated as she described her husband. She said that he was attractive with a captivating physique. She shared that she took care of herself well so that she could please him and keep their marriage happy. She also said that she loved her family deeply. Throughout the conversation, Jane did not say a single negative description about her husband.
From Jane’s choice of words and description, the employees assumed that her husband 
was a tall and a good looking man that every woman could admire. The way she related her family life also made them employees so interested that they wanted to see Jane’s husband in person.

One day, the employees overheard that Jane’s husband will be picking her up at 6:30 pm. So the employees were excited and waited for him to arrive.

When he did, they were surprised. He was a man with dark complexion and messy hair. Wearing casual shirt and jeans, he stood just a little bit taller than the ordinary Asian male.

“He’s not so handsome,” some of the employees commented. Others were more blunt, stating that he looked more like a mechanic in an automobile shop than a professional. But all of them were initially persuaded by Jane’s descriptions. All of them believed the picture of the man Jane painted.

Could it be that Jane intentionally lied about her husband and projected an image that was not real? Was she, instead, loyal to him, refusing to say anything negative regardless of how he really looked? Or was she being sincere, being the loving wife who only saw the good in him that none could immediately see?

Marketing people are very good with words; they are trained and talented to use these 
words in capturing the interest of people. Imagine, if you were Jane and you intentionally 
created a fabricated image of your husband, knowing that he is not at all like this?

That can get 
very tiring.

If you think Jane was being the loyal wife, then it is good to note that marketing people can also use their words in a way that will always protect the interests of the company. Saying negative words about the company is a no, no to them.
Marketing managers can transform bad publicity to good publicity. They use their creativity, charm and good credentials to earn the trust of clients and stakeholders. The most authentic and convincing way to create good publicity is to sincerely believe in the company you represent. This is similar to a Jane who may be very much in love with her husband that she honestly saw all these good qualities when others cannot see it.

Whichever outlook Jane actually had, the bottomline is that it is not only marketing that has a share in the building of the company brand. All employees are the company’s front liners. If they are trained well to represent the company, do so because of loyalty, or truly believe in the company, then they will communicate the best about the company. The CEO, Chairman and Board of Directors rely not only on the help of marketing managers but also on all employees to share and reinforce the company’s positive image.
Perhaps, if the husband knew of Jane’s positive words about him, he will make the effort to make himself more presentable. In the same way, it is also the responsibility of the company to ensure that they are worthy of their employees’ positive words.