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Brand Passion

Advertising and Branding That Works

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Derek BartonDerek Barton

Good branding, advertising and customer service are things that allow us to know the heart of a company even if we've never met the owner. If I don't get that emotional connection, you've lost me. It's like an ad with an asterisk.

We consumers understand those asterisks as well as the other marketing tactics used, but we don't like them.

  • "Act Now!"
  • "Hurry, Last Chance!"
  • "Your Mileage May Vary"
  • "Guaranteed or Your Money Back, except for restocking, postage and handling fees."
  • "Batteries Not Included"
  • "Consult your physician if your erection lasts for more than four hours."

Yeah, right.

There is supposed to be truth in advertising, but companies, like people, stretch the truth. It's hard to know who to believe. My uncle, a world-renowned criminal interrogator, once said, "Lying has been around a lot longer than telling the truth." So have advertising, branding and customer service. Think about it. Picture, if you will, back in the Stone Age, Og coming out of his cave. He sees a cave woman (a potential mate) with another caveman who is trying to win her over. What does Og do? He beats his chest. He flexes his muscles. He shakes his long hair and brags that he is the better man! This is called Advertising.

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