consumers don't believe you

Scott Johnson, ECD at Tribal DDB Worldwide writes an excellent article in last week's Adweek. Unfortunately, you have to pay to see it online. Here's some key points:

1. No one believes your product claims just because you're a global brand. In fact, that's one of the main reasons they don't believe you. In the information age, consumers get to see brands in their metaphorical underwear more than they used to. It's not a pretty sight, and it's helped create an age of skepticism.

2. You are not a trusted source for information. Your consumer's friends are.

3. Consumers don't come to your website by accident. Don't beat them down with an ad when they get there.

4. Consumers don't come to your website because they want you to sell them something (but sometimes they come because they want to buy something, which is very different).

5. Consumers do come to your web site because they expect to get something of value in exchange for their time.

Right on, Scott. If you want a copy of his full article, let me know, and I'll send it to you.