I loved this article from Ad Age CMO Strategy. It was long, so I distilled it. I never get why advertisers think the consumer is so darn dumb. Will they never learn?
Is Your Advertising Telling a Lie?
Consumers Will See Through It, So Make Sure Your Brand Story Matches Corporate Reality
http://adage.com/article/cmo-strategy/advertising-telling-a-lie/149004/
The story in London’s Independent newspaper last week was unequivocal: Chevron has been fined $8 billion for causing an environmental disaster called by some “the Amazon’s Chernobyl”. Chevron has vowed to appeal the verdict. This is the same Chevron that is running a glossy “We Agree” branding campaign that claims it’s talking with people about saving the planet.
Both stories are true when presented separately. It’s only when you put them together that they add up to one big lie, begging the question “What’s the truth of the Chevron brand? ”
You need to make sure your brand isn’t risking this sort of conflict.
Ultimately, customers decide what brands stand for, and Chevron’s leadership must be daft if it thinks its gas-station consumers don’t search the internet for something more than a pickup poker game. We learn things about brands far beyond the information marketers want us to know, and actions — not clicks or qualitative surveys — speak louder than words. Chevron’s branding campaign all but dares people to check up on them. And therein is the rub: Why not tell the truth and then back it up with consistent action?
There are lessons here for every CMO, and they’re relevant irrespective of what industry you’re in:
Find out about the shady links in your supply chain. These activities are as important as anything you can dream up in marketing, so don’t risk being unaware of them (or purposefully ignore them).
Prompt real conversations about real things, not symbolic gestures or support your corporate position. These conversations are happening anyway, and you look even worse if you’re not proactively participating. (Note to social media practitioners – a brand-image campaign ain’t what it used to be)
Your marketing communications no longer speaks for your brand. It’s just one touchpoint. Your goal should be to make sure you’re not poking your consumers in the eye with it.
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