As a self imposed brand policeman I often find myself analysing TV adverts, looking and listening for a brand to convince, compel and connect with me. Like most of us, occasionally I am convinced by a particular brand promise, so I rush out and invest my hard earned cash looking forward to engage with my new found brand friend. However after experiencing it for myself, I find myself disappointed even angry that the promise sold to me earlier falls way below what was originally projected to me. Ripped off!

I really do admire clever, engaging and creative story telling that influences choice. However all brand promises should communicate a message and image that is consistent with customer experience. There is a fine line between influential, persuasive communications and flat out deception. To over promise and under deliver is dangerous and costly exercise, one that can create irreversible damage to a brand’s reputation. Particularly when you consider a typical dissatisfied customer will tell 8-10 people about their bad experience.

Here's a brilliant 1 min video demonstration of how easy it is to get caught up in story telling and how easy it is to be deceived. (make sure you watch it to the end.)

Enjoy.
Ray