reality check

Here's an excellent article from the San Francisco Chronicle about advertising. And authenticity. And ultimately, brand image. You should really read this prior to launching your next campaign. In the end, your brand is only as strong as the product or service that you deliver. Too many brands have left honesty by the roadside and as a result, have created a less than honest representation, and in the end, a disconnect with their intended customers. Take the Olive Garden example, cited in the article:

Take the Olive Garden, whose commercials brazenly suggest an alternative universe where old Italian men flock to the restaurant and then dance in the aisles from the sheer joy inspired by the authentic atmosphere. Meanwhile, viewers are led to believe that all the chefs are whisked off to Tuscany to undergo intense culinary training.

In reality, the chain has more than 550 restaurants, serving moderately priced and marginally tasty food, much of it delivered by people who have bigger plans for their lives.

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