Thursday, May 20, 2010

Cut The BS

HBR's Scott Berinato:
"... consumers think of advertising as a conversation, not good news for puffery-addicted advertisers, since we don't tend to converse in platitudes. In fact, research has shown that when people communicate positive and negative information, rather than just positive information, they gain higher trust."

A&O calls the alternative "values-based programming," and we even have bookmarks to remind every client that it's what's IN the package that builds a brand, not the BOW on top. Want some to remind your crew of these important guidelines? Email Mike or me and we'll send some to you.

1 comment:

Dana Carney in HBR said...

Powerful People Are Better Liars: (click the link to read the whole article) We measured subjects on five variables that indicate lying—involuntary shoulder shrugs, accelerated speech, the level of the stress hormone cortisol in their saliva, cognitive impairment, and emotional distress. Only the low-power liars could be “seen” as lying; the readings for the liars with power were essentially the same as those for truth tellers on all five variables. People with power lied more easily and effectively, which is troubling. Just as kids don’t touch a stove once they learn it burns them, people don’t like to lie because it hurts them emotionally and physiologically. These data suggest that powerful individuals—CEOs, portfolio managers, politicians, elite athletes—don’t get burned when they touch the figurative stove. They seem to be more physiologically “prepared” to lie, which could lead to their lying more often.