Yesterday I was over at Seth’s blog and read his article basically advising marketeers not to dumb down their messages because doing so attracts dumb customers. Then I thought about it, and something about it bothered me. So I thought about it some more, gave it time to digest but it just didn’t sit well because I completely disagree with the whole notion of a “dumb customer”. There are no dumb customers, only customers with different needs. Read more »

Why am I even asking these seemingly obvious questions? (I bet most of you are thinking: “Of course marketers are liars, being inauthentic is their lifeblood.”)

Well I was busily attending to the tasks of life in the world of a small company when I got a message from my blogging amigo Chris (the other half of the Crowdspark dynamic duo).

He pointed me to an interesting article at Tom Asacker’s blog about authenticity, which got me thinking. Basically Tom makes the argument that Unilever is inauthentic in the way it presents itself because it shows two different faces to the world through it’s marketing for it’s Dove and Axe brands. Tom argues that:
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