how credible are your claims?

3 problems and 3 solutions Scanning today’s media and indeed any day’s media, one cannot help but notice the claims made by businesses about themselves, their products and their services, in both advertising and media reports The superior, the biggest, the fastest, the best value, the only national, the most successful…etc, etc; are all common […]

3 problems and 3 solutions Scanning today’s media and indeed any day’s media, one cannot help but notice the claims made by businesses about themselves, their products and their services, in both advertising and media reports The superior, the biggest, the fastest, the best value, the only national, the most successful…etc, etc; are all common claims along with many others The questions I would ask in relation to many, if not most of these claims are: Does the audience believe them? What impact do they have on credibility? Are they really necessary? My answers in the main are: No Negative No I would argue that many organisations damage their credibility of that of their products and or services by using: unnecessary hyperbole damaging platitudes incredible overstatement I would further argue that the organisations with the greatest credibility are those that: Under state Illustrate Over deliver There is a growing response…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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