THE TREND TOWARDS HONESTY

Have you ever watched a political interview or debate and found yourself screaming aloud at the TV something like, "Would you please answer the question"? It seems harder and harder to get an honest answer from anyone these days -- brands included. It's not so much that brands consciously lie or even hide the truth in their communications and advertising; but it's more that they so rarely speak to their customers with a shared candor and honesty. When a brand DOES speak with the genuine voice of a shared understanding about what's real and what isn't, the results are powerful. If you don't believe that, look inside what has made brands like Dove and MasterCard so successful in their ad campaigns -- the subject of this week's DISPATCHES.

The Dispatch for April 15, 2007 can be found here:

TheTrendTowardHonesty2007.pdf (PDF File)