Why Brand Marketers Aren’t Trusted


Vermont Mud Season – Mad River Valley March 2013 Pine Brook Covered Bridge

The esteemed Jonathan Salem Baskin wrote a book called Tell the Truth (it is on my to read list), but from having plenty of exchanges with Jonathan I am not surprised why he wrote the book. I first heard him on Mitch Joel’s Six Pixels Podcast. Jonathan is a straight shooter. While his angle is different than mine we both agree that marketers often fib, distort, and lie. Agencies do the same to their Brand clients. All in the pursuit of Sales and Billings.

Today I saw this article on the Greatist blog. This blog focuses on health and well being. Not advertising and marketing.

Buyer Beware: How Food Companies Trick You Into Buying Healthy

This goes to the heart of marketing across all industries and even interpersonal relationships. Do we really know who is telling the truth? There is a reason Marketers rank below Used Car Sales People on the trust scale.

If you observe the Advertising and Marketing Industry there are plenty of agencies or in house Marketing Employees who will fib, or try to outwit consumers to get a sale. And sadly being honest to clients often brings no contract! Being honest with the VP of Sales? ‘We have a product to sell how do we convince people to buy it? That is your job I don’t care how it is done’

With people generally trusting and very busy. When we have regulations that supposedly protect us, it still comes down to buyer beware and that is sad.

But being honest prevents buyer’s remorse. In fact it builds trust with your Brand and your Business. Why deceive? If your product or service is best and class why should you resort to smoke and mirrors to gain customers.

In the case of the food industry smoke and mirrors might actually be detrimental to their customer’s health. And if customers get sick and die? No more customer. Not a good strategy if you ask me.

I find this in Social Media when I tell someone what the reality of the platforms and channels are, they blow me off because they are too busy being enamored with the get rich quick crowd of talking heads.

In the end the truth comes out. You can only hide it for so long.

There are plenty of ways to create your Brand story, present your product or service and grow sales without any funny business (besides humor). Ask me….I would be glad to show you the way.

About chiefalien

Howie Goldfarb with 20 years of Sales and Marketing experience founded Blue Star Strategic Marketing in central Vermont to serve as the objective and strategic adviser of brands to help them grow and thrive. His Degree in Finance and 14 years of B2B sales to Fortune 500 companies gives him a CFO’s view of marketing. Thus bringing a dose of reality to the confusing world of jargon, spin, and hype. Also playfully known as the Chief Alien of Blue Star Strategic, Howie relishes his role as an industry outsider. A native New Yorker and former Angelino, he currently lives in the Green Mountains of Vermont and is still seeking his first moose sighting. His passions are living life, art, music, the outdoors, he tries to cook and loves the Vermont Fresh Network – local sustainability initiatives like farm to table and buying local.
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