It seems that almost every day, I hear stories or read articles about how the digital world is killing various businesses. However, in my opinion, it’s not the digital age that is causing grief for many organisations. It’s actually their inability to be authentic.
In marketing, there once was a methodology that if you told people your message enough times, they’d ultimately believe it (or as some would say, ‘throw enough shit, and some of it will stick’).
But, as we all know, mass communication is no longer the sole domain of commercial media channels. Anyone with a Twitter account, or access to an online forum can reach a large audience. That means that brands can’t rely on simply talking a good game, they now have to actually play a good game.
Or, as one marketing quote puts it, “A brand is no longer what we tell the consumer it is. It’s what consumers tell each other it is.”
But the most successful brands have always set out to ‘do’ rather than ‘say’.
After all, a good comedian doesn’t tell you he’s funny. He simply is funny.
Good brands live their values. They don’t just put them together in a Powerpoint presentation and then subscribe to the ‘throw enough shit’ model.
And ads are simply an extension of this. It’s ads that ‘do’ rather the ‘say’ that are the most powerful. For example:
It’s when you say you do one thing, and you actually do another, that brands run into trouble. The digital age has merely exposed it.