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David_Gerard comments on Branding Biodiversity - Less Wrong Discussion
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Yep. More broadly: If you're trying to propagate an idea, then there is no such thing as not marketing - there is only good marketing and bad marketing.
That is one dimension. In another dimension, there is the question of whether the target audience of the marketing is aware of what is being marketed.
What, for example, do the people who have glanced at that PDF brochure think is being marketed there? Is it biodiversity, a strategy for marketing biodiversity, or an advertising agency? Assuming, as I do, that it is the ad agency, I would suggest that this marketing campaign is at least partially a failure, because we here are talking about the strategy rather than about the clever folks who came up with the strategy.
On the other hand, it could be called a success, because discussion of the virtues of a particular advertising agency would not otherwise take place here.
I hope you're wrong.
I think I'm right to a first approximation at the very least. If you're trying to propagate an idea, you're selling something. This is not intrinsically unethical, though you do have to keep one eye on your ethical compass.
If I were wrong, what would being right look like?
I enjoy talking about ideas in small groups, and I enjoy the sensation of being persuaded by a good argument. It's fun for me. When I recognize what's happening it's not fun for me to be marketed to. I hope that these activities have little in common.
Relevant: except in the context of small discussions, it's basically unimportant to me what others believe. I know many or most other users here have different priorities.
Trying to convince anyone of anything, on whatever scale, involves selling an idea. At this point, you have marketing, and its effectiveness is measurable. This includes putting no effort into your marketing.