Cluelessness In Every Direction, Fact Checkers Too

Writing in Forbes, Danny Turnbull of gyro wonders how long brands will continue to make false claims when transparency and immediacy via digital channels is the order of the day.

It has become increasingly dangerous to be caught making spurious claims. Brands now need to ensure credibility as well as creativity to retain customer loyalty and ultimately stay ahead of their competitors.

Advertising is no longer about getting people to purchase. It’s about an experience, building shared values and ultimately loyalty.

That last bit does not ring true for me. But I am ready to say that creating experiences around a shared interest can build loyalty and drive people to purchase.

Regarding the false claims question, Herman Cain’s presidential bid offers us a useful case study here. Cain, of all people, knows that he has indiscretions in his past, but he doesn’t see it as a problem. He thinks he settled those scores years ago. All of which shows his fundamental lack of awareness and understanding when it comes to the media spotlight and public scrutiny. The spotlight reveals the stains on one’s pants and even the dirt under one’s fingernails. And the stains do not easily wash out. For instance, I have not purchased gas from Exxon since the Valdez spill.

Speaking of our addiction to oil, I see that Chevron is attempting to listen, and to be agreeable in its new campaign.

“Every penny and more went into bringing energy to the world.” Really? I guess that’s one way of looking at it. The other way of looking at it is oil companies make absolutely insane profits because they can.



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.