Saying so ... Doesn't make it so

I'm always amazed at people who think that by simply saying something people will believe it.  In my advertising career, when presented with advertising concepts I always asked whether the message "rings true."  Unfortunately, much delusional marketing communications comes from people and organizations that ignore the reality of their brand and believe that if they just say something they would like to be true, people will believe it. 

Communications, though, is, as educators say, summative.  That is: what people "get" is the sum total of the brand ... the product itself, any history with the product, what other people say about the product, the packaging ... along with conventional marketing communications.  Changing the ad doesn't necessarily change how people perceive the product.

I was prompted to post this based on a recent advertisement by a politician in Hawaii.  Politics aside, the communication didn't "ring true," and, as a result probably isn't very effective.  This politician's supporters would describe him as "a forceful personality" or a "decisive leader."  His detractors would probably describe him as an "egomaniac" or a "bully."  In any event, he is not a wimp.  But in his TV advertising he ends the ad by meekly turning to camera and saying: "I humbly ask for your support."  Humbly?  I don't think so.  He's never been accused of being humble. 

I'm sure his advisers told  him he should tone down his "bully" image.  But unless there's tangible evidence that the "bully" brand has changed, the message won't "ring true."

Can you imagine Chicago's mayor Daly in his prime saying "I humbly ask for your support"? 

The lesson here is that you need to truly understand your brand and make sure your marketing messages are consistent with your brand in order to create effective communication.