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June 05, 2008

When Does Authenticity in Advertising Backfire?

We may soon have a case study.

David Wolfe points out that according to a recent article in The New Yorker, "the real beauties in Dove's Real Beauty campaign are not real." His reaction to this? "I am stunned. I feel cheated. I am mad. Damn mad! For several years I have been touting Dove's Real Beauty campaign as a high-minded example of authenticity in consumer marketing."

But here's the question: does authenticity really "pay off"? Is that really true or do we just hope it is?

I, for one, have a belief that in the hyperbole-ridden world of me-too advertising one way to differentiate a product or service offering is through authenticity. Authentic words and authentic delivery of those words.

But let's be honest - in some cases this really amounts to nothing more than skillful lying. This is where marketing and advertising get the bad rap - marketing as "manipulation".

There is supposed to be a check to the system to ensure customers aren't ripped off. No, I'm not talking about the FTC. The check I'm talking about is what happens after the call, the web visit, or the store visit - or even after the purchase. Does the company deliver on what is said the supposedly authentic ad?

It used to be that if the product was good, that's all that matters because customers will be happy and they'll both buy more and tell others. However, as we are seeing with the Dove case study, if you duped me into buying your product via a misrepresentation, having a good product won't save you. Not only will you lose my busines, you'll also feel my wrath.

Does it seem that as a culture we've become more sensitive to lies and manipulation?

Just in time for election season.

Posted by Jeff Small & Brett Astor at 04:18 PM | Permalink