Most people think they’re too smart for propaganda.
“Oh, I’d never fall for that,” they scoff, scrolling past some World War II poster or a Cold War-era broadcast. 😂
But here’s the truth: Propaganda never went away. It just got rebranded.
You may see it in a Super Bowl or State of Origin ad that makes you feel something before subtly planting a belief about the product.
It’s in the big-budget Netflix documentary that just so happens to align with a specific agenda.
It’s in your favourite movie franchise, gently nudging you toward a certain worldview.
And if you think this is just a conspiracy theory—explain why Toyota, Apple, Nike, and Coca-Cola all use the same persuasion tactics governments used to win wars.
The difference?
Today, it’s entertainment.
And when done right, it’s the most effective marketing weapon there is.
So how do you use it for your own business—without turning into some Orwellian overlord?
Let’s get into it.
When post people hear the word “propaganda”, the first thing that comes to mind are wartime posters, political indoctrination, or Orwellian control.
Y’know…? Bold red fonts, military slogans, dramatic calls to action that urges citizens to enlist, obey, or conform.
And honestly… they’re not wrong.
But that’s only one version of propaganda.
The reality is that propaganda isn’t just found in war posters or history books. It’s everywhere.
Here’s what propaganda looks like today:
Brands, media, and corporations all use the same psychological triggers as old-school propaganda.
Just repackaged to be more polished, subtle, and arguably more powerful than ever.
Today’s ads, movie, or show carefully frames a message, planting ideas in your mind without you even realising it.
News outlets shape public perception by choosing what to report—and what to ignore. Hollywood injects ideology into entertainment as an attempt to shape cultural norms.
So what makes this style of marketing so effective? And how can you use it—ethically to influence your audience and drive action?
Let’s break it down.
Propaganda—when done effectively—doesn’t just inform. It changes the way people think, feel, and act.
And at its core, it all comes down to a few key psychological triggers that marketers use to influence perception and drive action.
People are wired to trust authority.
When someone who “knows better” tells them something, they’re more likely to believe it—without question.
Governments have done this for centuries, slapping an official seal on information to make it look more legitimate.
But today? The authority figure isn’t always a president or a general.
It’s a doctor in a white coat endorsing a new health trend.
It’s a CEO standing on stage in a turtleneck unveiling the “next big thing.”
It’s an influencer with millions of followers swearing by a product.
If you can position yourself (or your brand) as the authority in your industry, your audience will naturally assume you “must” be the best option.
And when they trust you, they buy from you.
Ever noticed how certain brands, ideas, or trends seem to be everywhere? That’s not by accident.
Repetition is one of the most powerful tools in both marketing and propaganda. The more often someone hears a message, the more likely they are to believe it. And it only works if the message is consistent.
Take Toyota, for example. Their branding is relentlessly consistent.
(Plenty of us at PBM have experienced just how strict they are with their brand guidelines 😂)
Whether it’s a TV ad, a dealership promotion, or a social media post, you’ll always see the same core ideas repeated over and over again:
That’s not a coincidence. Toyota is one of the strictest brands we’ve ever worked with when it comes to maintaining their brand identity.
Every piece of marketing—from the exact shade of red they use to the phrasing in their messaging—has to align perfectly.
And it works.
Toyota has spent decades embedding the belief that their cars are the most reliable on the road.
They don’t have to say it outright anymore. It’s implied in everything they put out.
Now compare that to a brand that constantly shifts its messaging.
One day they’re about “luxury,” the next day they’re about “affordability,” and suddenly they’re trying to jump on a political trend.
What happens?
They confuse their audience. They lose trust. And worst of all—they get ignored.
Repetition alone isn’t enough. It has to be paired with rock-solid consistency.
If your brand message isn’t showing up the same way across multiple touchpoints (social media, emails, ads, content marketing, website, etc.), it’ll get lost in the noise.
And in marketing, being forgotten is worse than being disliked.
This is one of the biggest shifts between old-school and modern propaganda.
People don’t want to feel like they’re being persuaded.
Instead of screaming “DO THIS NOW” with big red letters, modern persuasion wraps the message inside something engaging, emotional, and easy to digest.
That’s why Toyota commercials don’t just say “We make reliable cars.”
They tell heartwarming stories of families passing down their Toyotas for generations.
It’s why Apple doesn’t just list specs.
They show sleek, cinematic visuals of someone’s entire life being enhanced by the product.
It’s why Nike doesn’t just sell sneakers.
They package it with the idea of pushing limits, breaking barriers, and achieving greatness.
People love stories.
They love entertainment. And if you can make your marketing campaign fun, engaging, or emotional—your message will slip past their defences and stick.
Not all propaganda-style marketing is successful. In fact, when done poorly, it can completely destroy a brand.
Take Disney’s recent failures, for example. Instead of subtly planting ideas inside engaging stories, they’ve taken a sledgehammer approach—forcing heavy-handed messages onto an audience that wasn’t asking for them.
Just look at the disaster that was the Snow White (2025) remake.
Before the movie even hit theatres, it was already getting roasted online. Why?
Because they ignored everything that made the original a beloved classic and tried to push an agenda that their audience never wanted.
The backlash was brutal—meme after meme, video after video mocking the film, with over a million dislikes tanking every piece of marketing they put out.
And this isn’t a one-off. Disney has been on a historic losing streak—with films like The Marvels, Indiana Jones and the Dial of Destiny, and Strange World losing hundreds of millions at the box office.
👉 People don’t like to feel forced into a belief. They want to feel like they made the decision to buy into an idea, a brand, or a movement.
Disney’s mistake was treating their audience like they had to accept the message instead of inviting them into the world of the story.
The same thing applies to marketing. If you want to shift perception, subtlety beats force every time.
That’s why Toyota ads work. That’s why Apple doesn’t tell you to think different—they show you.
And that’s why businesses that understand this principle win trust and dominate their space.
So if you’re going to use these psychological levers in your marketing, do it the right way—by blending persuasion with genuine value.
Now that we’ve broken down the mechanics, here’s how you can ethically use these persuasion techniques in your own marketing.
Every strong marketing campaign starts with one core belief you want your audience to adopt.
Toyota, for example, wants people to believe their cars are the most reliable on the road.
Nike wants you to think wearing their shoes makes you unstoppable.
Apple wants you to think that if you own their products, you’re part of an elite, innovative tribe.
These aren’t just product features—they’re deeply ingrained beliefs that have been systematically planted in the minds of millions.
For your business, ask yourself:
What is the single belief that, if my audience fully embraced it, would make buying from me inevitable?
Once you’ve identified the belief, you distil it into a clear, compelling claim that sticks.
Toyota doesn’t just say, “We build decent cars.”
No.
They hammer in a message that has stayed consistent for decades: “Toyota. Built to last.”
This claim is short, powerful, and easy to remember.
And we know firsthand how rigid Toyota is with brand consistency—if you work with them, you do not mess with their brand guidelines.
How can you turn your belief into a simple, repeatable message?
If you’re a financial consultant, maybe it’s “I make investing simple and stress-free.”
If you run a gym, maybe it’s “The fastest way to get fit without spending hours in the gym.”
Here’s where most brands fall flat. They mention their claim once or twice and expect it to stick. It won’t.
“But wait—won’t repeating the same message over and over bore people?
Won’t they get sick of hearing it?”
Only if you do it wrong.
It’s not the repetition itself that’s annoying.
The secret is in how deliver it.
Because they don’t repeat the words—they repeat the idea.
They package it differently. Through different stories. Different visuals. Different formats.
Toyota doesn’t just say “Built to last” in every ad.
They show it—through rugged off-road tests, heartwarming family road trips, and decades-old Toyotas still running strong.
It’s not about copy-pasting the same slogan everywhere. It’s about reinforcing your message in a way that feels new every time.
Ask yourself: How many different ways can I communicate this belief?
If your audience isn’t feeling like your message is being repeated, but instead experiencing it in fresh and engaging ways—you’re doing it right.
Because if you don’t repeat your message, your audience won’t remember it.
And if they don’t remember it, they won’t believe it.
So say it again. And again. And again.
Just make sure you say it right.
“But Wait… Isn’t this just BRAINWASHING!?” 😱
Some people might read all this and think:
“Hold on—this sounds like manipulation!”
“Isn’t this just brainwashing people into buying stuff?”
And honestly, I get it. So let me address that head on.
The truth is: Persuasion is neutral. It’s neither good nor bad—it’s simply a tool.
Big difference.
Think about it: If you run a business that genuinely improves lives—whether by saving people time, making them healthier, helping them grow, or just making life easier—then isn’t it your duty to communicate that as persuasively as possible?
If you don’t use these strategies, do you know who will?
Meanwhile, you—the one who actually cares—are sitting on the sidelines, too afraid of “being manipulative” to get your message across.
And that’s a damn shame.
If you’re solving real problems, providing real value, and making an impact, you owe it to people to communicate your message effectively.
So no—this isn’t about deception or mind control.
It’s about cutting through the noise and helping the right people find you—so they can benefit from what you offer.
The world is already full of companies that don’t have their customers’ best interests at heart.
And that’s why you should use this knowledge to your advantage.
If you made it all the way here, and you deserve a medal. 🏅
This was one of the longest (and most fun) blogs I’ve written. And also one of the most exhausting.
But hey, when you’re breaking down something as powerful as old-school propaganda tactics and how they still dominate modern marketing, you can’t exactly sum it up in a tweet.
Now, here’s the thing…
Reading about all this is one thing. But applying it to your business is a whole different game.
If you want help building marketing campaigns that actually move people—without the cringe, controversy, or backlash—we’re here for it.
Come and contact us by clicking here and let’s create a message that sticks!
