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Friday, September 26, 2003
Corporate communication could take a few glances at what Tessa Jowell has to say about the British government's excessive reliance on spin.
"Our language has become excessively technocratic, focusing on the processes of change rather than the values that motivate us. Candour, flexibility and kindness are the building blocks of trust. Rebuilding trust will take time and conviction that change is necessary. Just saying sorry now and doing nothing different will not do."
Does this sound like most businesses you know? Communication is such a simple thing that I can't even call it a tactic. It's just common sense. Lie to your consumers enough of the time (McDonald's, Kraft, Tyco, the list is endless) and they will eventually catch on - and the trust you have lost is a strategic asset that is gone, most likely, forever.
David Ogilvy's first rule of marketing was that the consumer is not a moron. That holds true for strategy as well: the consumer is not a moron - in fact, she is already tuned out because of the kind of corporate mega-spin she's heard for years now. Leaves a big market gap, doesn't it?
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