"... 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.