BUSI 520 LIBERTY UNIVERSITY Character Within Marketing at Altar’d State 2025.docx

Character Within Marketing at Altar’d State

BUSI 520: Strategic Marketing Management

Dr. Lorna DeShay

January 14, 2025

In today’s competitive business landscape, the importance of character in marketing

A Scripture verse about character that relates to ethics in marketing is Proverbs 10:9,

which says, “Whoever walks in integrity walks securely, but whoever takes crooked paths will be

found out.” This verse emphasizes the importance of integrity and character, which are essential

for both individuals and the organization. Firms that embody these values tend to build trust

with their customers, leading to long-term success.

Altar’d State, founded in 2009, exemplifies a firm with character. Known for its

fashionable clothing, Altar’d State also prioritizes social responsibility and ethical practices. The

company’s motto "Stand Out for Good," reflects their mission to positively impact the

community. Commitment to integrity aligns with the Biblical principle in Proverbs, as Altar’d

community, such as donating a portion of sales to charitable organizations. This not only

enhances the brand's image but also creates customer loyalty among consumers who value

morals within a company. The integration of faith into marketing management decisions at

Altar’d State is evident in its commitment to creating a positive shopping experience that

reflects its core values.

The store environment is designed to be welcoming and uplifting with Christian quotes

and products, which resonates with customers seeking a brand aligned with their personal

beliefs. Walter, co-founder of Altar’d State stated, “We’re a faith-based company, we have

individuals from all backgrounds, all lifestyles, all beliefs who work for our company… we have

individuals who are Jewish, Protestant, I mean, any background you can think of: atheist,

Muslim, whatever it may be. So number one, we’re all accepting. But part of the principle of

really what we’re trying to communicate there is living our faith, living through what our beliefs

are, what our core beliefs are.” (EnvZone, 2021).

This strategic approach is supported by the principles outlined in Marshall’s "Marketing

Management," which emphasizes aligning marketing strategies with a company’s core values

and mission (Marshall, 2018). By prioritizing character in its marketing strategies, Altar’d State

differentiates itself in a competitive market and builds a loyal customer base that appreciates its

mission-driven approach.

strategies reflect a commitment to authenticity and integrity, which are essential components of

character.

In conclusion, the integration of character and Christian faith into the marketing

management of Altar’d State exemplifies how a firm can operate with integrity and purpose.

Proverbs 10:9 serves as a guiding principle for the company, reinforcing the importance of

morale in the workplace. By prioritizing character in its marketing strategies, Altar’d State not

only stands out in the retail industry but also makes a meaningful impact in communities around

the world. In an environment where consumers are increasingly seeking brands that align with

their values,

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Altar’d State’s dedication to character and integrity sets it up for continued success.

References

Bible gateway passage: Proverbs 10:9 - new international version. Bible Gateway. (n.d.).