honesty is the best policy. really.

In our new transparent world, marketers really need to be genuine about brand building. There's a lot of hoopla over a handful of brands - especially Nvidia - that hired people to become members in forums, become trusted friends of people in online communities, and then post positive comments about Nvidia's products. And now the truth is coming out - and people are miffed. It will take a long time for Nvidia to shake this loose.

When I was a teenager, my dad used to say that you have to earn trust (which apparently, you can't do by missing your curfew.) Same goes in the brand building business. And especially online. You can fool some of the people some of the time - but eventually, the internet tells all.

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