I strongly believed that the opposite of marketing was not a lack of marketing, but mediocrity.

Mediocrity would imply doing things just like every other competitor instead of marketing a unique positioning into the minds of your prospects.

However, last week I saw a hand sanitizer near the cashier at a restaurant and realized that it’s actually possible to unmarket your brand. 

By unmarket, I meant how to convince us to stay away from/not use a particular product. 

One glance at the image below should help you learn what unmarketing means.

I can assure you that not a single person who went to pay the bill to the cashier in that restaurant used that sanitizer to clear their hands. 

It would have taken 10 seconds for any employee in that restaurant to clean that hand sanitizer bottle. 

But being uninterested or unaware is the first step to unmarketing.