It influences constituents to trust in its products and services even though it spends minimally on establishing brand recognition and loyalty. It influences the media to promote its activities free of charge in the form of public service announcements, because its mission is in line with the values and interests of the constituents they serve. Finally, it more effectively fosters successful requests for discounts, donations and grants for the initiatives it implements. The trusted source relationship is viral in nature. Often people and institutions adopt a positive view on a particular project, and de facto, the organization managing it through first hand dealings or, very often, through other trusted sources informing them of it.
Commercial entities operate with forthright, focused profit-based missions.
If these two disparate missions define the context, then how each approaches marketing and promotion defines the different languages the two cultures use to accomplish their objectives. When for-profits market themselves and their products, it is completely fair game to convince the potential consumer that he needs something he didn't know he wanted in the first place. An excellent example is the way oil companies market higher octane fuels to consumers in order to convince them their cars run measurably better if they purchase the higher priced fuels. In the US, Kleenex has become synonymous with tissue, and Xerox with photocopying. Numerous product examples of this exist throughout the world.