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It’s awfully tempting during an economic crunch to abandon principles and stretch claims to make the cash register ring.
Sadly, a rash of marketers are kicking off the new decade along those lines with overpromises that even the most wide-eyed viewer can spot. (Even my 8-year-old called TacoBell out on their “Drive-Thru Diet” positioning.)
While pushing the envelope on your brand promise may produce a positive short-term result, carefully consider what this does to your overall brand value. Whether your claim is refuted by the government and you’re forced to withdraw it, or the consumer simply sees it for what it is — trust is damaged. Perhaps forever.
These days, customers are holding onto their money more tightly than ever, and trust plays a big part in who influences them to relax their grip. Nobody wants to be the Snake Oil Salesman (at least nobody who wants to build a long-term brand), so don’t give in to the temptation to manufacture a claim that takes advantage of a current trend if you don’t have the chops to back it up. Stick with the truth, because the truth is that a quick buck will ultimately cost you down the road.
Tags: trust / taco bell / forbes / brand promise