Great Branding By Truth Telling
We are fans of Trust Matters, the respected blog hosted by Charles Green of Trusted Advisor fame.
A Trust Matters commentary, Great Selling By Truth Telling: A Best Buy Tale, should be required reading for those who think branding is simply “advanced” advertising, a stereotype captured in this quote:
[S]ome people feel this is a sucker’s game. It’s sales right? The point isn’t to tell the truth, it’s to not get caught not telling the truth? To look like you’re telling the truth, not to actually tell it.
Market research reveals some 75 percent of Americans disbelieve and distrust advertising.
As Charles Green frames it:
Telling the truth is not stupid, wussy, or bad business. Far from it. It’s very good business.
We agree. Telling the truth — authenticity — is one requirement of effective branding.
[More posts about Branding Definition | More posts about Brand Definition | More posts about Laws Of Branding | More posts about Brand Strategy | More posts about Branding vs Advertising | More blogs about Branding vs Advertising]
Thursday, May 8th, 2008 - 12:39am |
Apparel & Retail + Brand Grad School + Branding v Advertising + Consumer Electronics |
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