Consumers are skeptics. They see advertising and marketing as a sea of lies, and for good reason. They’ve been deceived too many times. Building a strong brand means managing consumers’ expectations, honestly and consistently. However, all too many try to be something they’re not, only to disappoint consumers with outlandish claims they couldn’t possibly live up to.
There is a difference between a brand having aspirations (setting a goal it aims to pursue and someday achieve) and over promising (making a claim it isn’t capable of backing up). Too many are guilty of the latter. Consider the photographic representation of fast food vs. reality or the underpowered car that slides across your TV screen at 100 miles per hour, “Professional Driver. Closed course.” (more…)