Bad Practices May Lead To Identity Correction

The Yes Men is a movie from United Artists (that we watched last night), but it’s also more than that. The Yes Men are activists that go
well beyond what’s captured on film.
The group, led by Mike Bonnano and Andy Bichlbaum, engages in “identity correction,” a term they coined to describe their process of corporate identity theft. Once they acquire an identity, sometimes by publishing a copycat Web site, they pose as official spokesmen and speak at conferences and appear on news segments as topical experts. All to make the corporations in question “more honest” via public humiliation.
It seems that a corporation operating today can either opt for radical transparency, or engage in a never-ending battle to cork what can’t be bottled.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.