And that simple online search positioned them in my mind: Hogwashers. This person is not internationally renowned, and clearly hasn't made a film worth mentioning anywhere across the Internet. Five entries from the engine: two pointed me to the page I had just read, and the other three had nothing to do with her. I expected that because that's what the company told me to expect. I expected to find a list of films, and a fair amount of press, and other mentions of her 35-year career from around the world. I popped over to Google and entered the executive's name. Until I did 90 seconds worth of checking. The other day I came across this gem from a company's executive management section at their web site:Īn internationally renowned film director and businesswoman, started her career in Paris in 1968. It's a cakewalk to find out exactly how much Hogwash a company is spreading. But the marketplace is smarter today and the web makes it so easy for people to find out whether you're telling the truth, without asking you. Maybe that worked at one time-way back in the Space Age. But do you think that works for your products and your company? Do you believe that stuff when you read it from other companies? I mean, maybe it works for shoelaces or bar soap. Honestly, do you think anyone really believes that? They think that good marketing means exaggerated claim-making-that no strategic marketer would ever take a position in the marketplace that didn't involve being the best or the smartest or the most innovative that tactical marketers must be sure that every scrap of collateral they make must stake a claim for biggest or strongest or fastest. For reasons having to do with habit and custom more than anything else, marketers today are still mired in the notion that marketing and bragging are inseparably linked.
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