Truth in Marketing? or Not!
When you are creating your core marketing messages and campaigns if you want to win the hearts and minds of potential customers your marketing claims have to match reality closely enough.
Two of the most basic tenets in Marketing are that:
- You should never insult your potential customers and
- Your marketing must be congruent
(i.e. you can stretch the truth a bit but you can't cross the line to where it is too far from reality).
For this article I'm going to use a well-known (and well-liked) company to illustrate why these are both so important. Years ago when I was working at Apple as the MacOS Human Interface Product Manager I remember talking with Chris Espinosa, one of the first Apple employees (and still there). We were discussing Apple's latest advertising campaign at the time in which it blatantly put down PC users, telling them they had made "the wrong choice".