Comments on: The End of Spin as We Know it?

By: RonVanPeursem

RonVanPeursem — Tue, 26 Mar 2013 02:03:49 +0000

I’m learning to call it “Reality Marketing”, where our efforts at marketing are meant to broadcast, amplify and connect people to THE REAL VALUE that our client businesses are offering. We’re not out trying to create a fluff-and-bluff “mirage”, but instead we’re encouraging businesses to BE the best, so that we can help them become KNOWN for being the best. “Reality Marketing” has Google working FOR it. We don’t try to game google, we pretty much forget about Google.

Thanks, Chuck, for highlighting these pieces of the Baskin interview, and continuing to give us all good reasons to keep moving toward spin-free marketing!

By: Jonathan Salem Baskin

Jonathan Salem Baskin — Sun, 27 Jan 2013 18:17:06 +0000

@creativeoncall @dwfmarketer The sorry state of political communication really troubles me, both professionally and as a citizen. I think it “works” because its substance and deliverables are so far removed from the daily lives of voters…they can vote for broad themes and no politician can be held accountable for them (or, conversely, any opposing politician can be blamed for impeding those themes). So it’s marketing without any real accountability…I think people hold Starbucks far more responsible for the cups of coffee it serves each day than any of us actually demand results from the candidates for whom we vote.

The ‘good’ news, if there’s any to be had, is that this is how it has always been in America, save for the brief interlude of truly mass/shared media in the middle of the 20th century. Otherwise, we’ve been voting our ‘values’ since Day One.

By: theredheadsaid

theredheadsaid — Sat, 26 Jan 2013 20:19:58 +0000

Have you guys seen the movie “Crazy People” with Dudley Moore from the 1980s? I would love to see that kind of truth in advertising.
http://www.youtube.com/watch?v=OxZz-nXTeCs

By: creativeoncall

creativeoncall — Fri, 25 Jan 2013 20:46:51 +0000

@dwfmarketer Yep, party politics has become pure business, but where the organizations fail their fiduciary duties to enhance value for ALL stakeholders

By: dwfmarketer

dwfmarketer — Fri, 25 Jan 2013 19:45:06 +0000

@creativeoncall I like the bunker visual, as I think that’s exactly what is going on there. I’m hopeful too that business can actually lead the way to a more transparent future and politics will maybe follow that (since in large ways they are businesses, too).

By: creativeoncall

creativeoncall — Fri, 25 Jan 2013 16:27:29 +0000

@Ryan Hanley I agree, five years is optimistic at best… it’s that claim that prompted me to interview Jonathan. I encourage you to watch the full interview version, and to read both this book and Peppers & Rogers “Extreme Trust,” wherein they draw an important distinction between being honest, as in not telling lies or hiding anything, which makes organizations trustworthy, and actively looking out for the good of your consumers (as when a company reminds you they are about to auto-bill your renewal, rather than simply billing it), which they say distinguishes a company as being “trustable” (their word).

By: creativeoncall

creativeoncall — Fri, 25 Jan 2013 16:20:08 +0000

@dwfmarketer Hopefully Jonathan will weigh in on that, too… as for me, the sorry state of political discourse is undermining any expectation of hearing the truth, leaving people satisfied with simply having their own POV reinforced… like a bunker is reinforced, where, as more layers of concrete are added, it becomes ever more difficult to penetrate. That said, surprise has forever been a great way to break through defenses, and what could be more surprising that consistently, blatantly, even aggressively telling the truth? I am hopefully that with people like Jonathan Baskin and Sue Unerman really making a mission of this message (for instance, they’re traveling and speaking extensively at universities, acknowledging that a sea change in marketing, such as this, likely will only come with future leadership change).

By: Ryan Hanley

Ryan Hanley — Fri, 25 Jan 2013 12:54:26 +0000

I love the idea of ending spin, but to think that it will be archaic in 5 years seems like a stretch to me. That being said I do think that there will be clear delineation between the transparent organizations providing honest information and the media outlets still spinning.

Great thoughts!!

Ryan Hanley

By: dwfmarketer

dwfmarketer — Fri, 25 Jan 2013 11:36:39 +0000

I really believe truth is a good thing for business, and this post gives me hope that I’m not alone, though I kinda think there will always be people who try to game the system and people who believe them and “fall for it”. Not to get too political, but what was your feeling on the recent presidential race in the US? If there is anywhere that the truth should help and lies hurt, it’s in politics. And we saw that the “fact checkers” were more prominent than before. And we saw both sides regularly accusing the other of lies, spin, and rhetoric. But when the dust cleared, neither side was a landslide winner… Why? I wonder if there is some aspect of our culture that wants to believe the lies, that wants to deny the truth. And if so, are they going to go away, or will spin live on because the let it, or even need it to?

By: Jonathan Salem Baskin

Jonathan Salem Baskin — Thu, 24 Jan 2013 19:48:40 +0000

@KenMueller Ken, I’d add that it’s getting harder and harder to ignore the failure of business-as-usual branding. The Edelman Trust Barometer was just released this week and finds that only 18% of consumers trust corporate execs to tell the truth. A WARC study late last year found that 86% of consumers think companies do business without regard for their customers or communities. And Nielsen found that most folks don’t believe advertising (also last year). The evidence that NOT telling the truth isn’t building relationships or sustainable sales should at least get some big name brands to consider the alternative…but I, too, share your hope…