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.

Before You Make A Brand Positioning Claim Or A Marketing Promise, Ask A Seven Year Old

Unlike Alaska Airlines, in this ad spotted by Seattle Times columnist Ron Judd:

Marketers at Alaska Airlines, perhaps fretting over intruding airlines such as Allegiant, which flies nonstop from small northern cities to sunny southern climes, are getting a bit creative.

In an e-mail to mileage-plan members last week, Alaska/Horizon boasted: "We have daily nonstop flights from Bellingham, Redmond and Eugene to sunny destinations in California, Arizona and Nevada."

Uh, no, they don't. Horizon does fly directly from Redmond, Ore., to L.A., but most frequent Northwest travelers know the airline flies nonstop from Bellingham only to Sea-Tac, and from Eugene, Ore., to either Medford or Portland.

When the little plane touches down in those places, it's called a "stop." A "nonstop" flight would involve getting on a plane and flying directly to a southern state without stopping.

OK, it's nitpicking. But just imagine the sagging spirits of all those freezing Bellinghamsters who learn that their best nonstop "sunny destination" on Horizon is actually Seattle.

You promise "12 in a row every hour," but you actually only play 10 or 11? And, not every hour?

Talk to a seven year old. You're only fooling one person, YOU.