Many companies deliver heartfelt messages, drawing from themes like community, patriotism, love or friendship. But that does not mean their brand message is truthful or sincere. Sincerity is about the intention and behaviors behind the message.
Case in point: A few years ago, a utility company landed in the spotlight after a fatal pipeline explosion at one of its plants. The explosion caused tremendous damage to the local area – and to the brand. Following the explosion, thebusiness launched a campaign focused on customer care and service. Adsfeatured longtime employees, and highlighted a focus on community and the company’s value of service. But, it’s clear what the job of this campaign was: to get us to take our focus off past wrongs and focus on a deep commitment to the community…
