THE TRUTH ISSUE@marketingmag
WHAT HAPPENS WHEN TRUTH
IMPACTS AUTHENTICITY?
Even brands that appear to be giving back, genuine and
‘free of undisputed origin’ have been threatened by what
happens when the truth challenges their marketing eff orts.
Jessica Alba’s The Honest Company – an eco-friendly baby,
laundry and home products company valued at US$1 billion
(December 2017) – has been hit with numerous lawsuits
in the last three years over claims its products include
chemicals and toxins that go against the company’s promise
of all natural ingredients. In June 2017, the company agreed
to pay damages in the millions for “dishonest advertising”.
Talking to CNN Business about the allegations against The
Honest Company, Denise Lee Yohn, a consumer brand expert
suggested, “Every time [an allegation] happens, it’s a nick...
And then a nick becomes a cut and a cut becomes a wound.”
So how can brands ensure they present both
authentically and truthfully? By staying true to their brand
values, admitting when they’re at fault and treating their
audience with the respect and recognition they deserve.and understanding. We did not intend to make light
of any serious issues.” Months later Kendall Jenner
was seen sobbing on an episode of her family’s TV
show, Keeping Up with the Kardashians, suggesting,
“If I knew that this was going to be the outcome, I
would have never done something like this.”- BRAND: FACEBOOK
MOMENT OF TRUTH: CAMBRIDGE
ANALYTICA SCANDAL (2018)While Facebook is used by marketers across the
globe to better understand, analyse and attract their
target audiences, it was only after the Cambridge
Analytica scandal that those outside of digital
marketing were able to understand the platform’s
capabilities. Harvesting the personal data of millions
of Facebook users, without their consent, the British
political consulting fi rm pushed Facebook and its
founder, Mark Zuckerberg into the spotlight to admit,
then rectify, issues with the platform and privacy.
Since then, the tech giant has been quick to push
massive marketing campaigns aimed at promoting
the platform as a family-friendly and community-
oriented space to be.Invest in building strong
communities through
experience marketing efforts,
local engagement and social
impact.