RealitySells

Advertising Trends for 2008: Authenticity Rises To The Top Again

The Wall Street Journal reported today on five trends that will be shaping advertising for clients and their ad agencies in 2008 and beyond. 

One of those trends was reported to be the potential tarnshed image of companies that decided to jump onto the *green* bandwagon in 2007 and didn’t exactly follow through on what they claimed to be.  According to the WSJ, ad executives are predicting that consumers will begin to hold these companies’ feet to the fire with regard to their eco-friendly claims.

It proves what we’re saying in our book, Reality Sells: just because it’s trendy to call yourself green doesn’t mean you should.  Authenticity is about being - and telling others - exactly who you are.  Those who dont tell it like it is will be skewered in todays uber-connected communities, online and otherwise.  If you really ARE green, say it loud and say it proud.  If youre not, customers are smart, and they will figure you out. 

Dont get caught in the trap of telling people what they want to hear.  Instead, develop and deliver the Genuine story of who you really are.  Create your ad campaigns for 2008 based on our Four Laws of Authenticity - Freedom, Originalty, Transparency, and Repeatability - and the word-of-mouth army will likely sing your praises instead of shouting for your head.