"Companies need to forget the distinction between message and experience."
"A brand's trust level is based on the fact that there is no disconnect between the promise and the experience. When the promise is not being delivered, the contract between people and the brand is broken."
-- Marc Gobe
These are such simple statements that ring true, but are time and again forgotten by brands. Now a days, marketers try to think of crazy, complex, and outrageous ideas to promote their products/services, disregarding their actual capabilities. The messages on TV and in print ads often do not reflect reality, and can mislead consumers to expect more than they should. This ultimately leads to disappointment, distrust, and disillusionment. The danger with over exaggeration is that it can come across as disingenuous and trying-too-hard.
I believe the State Farm Magic Jingle campaign is one such example that "jokingly" over exaggerates. The produced effect is a sense of juvenile pompousness and a disconnect with what people truly want in an insurance company (hint: it's not glamor, attractive agents, or hot tubs).
"Find out what else State Farm agents can do" for me?
How about be straight forward, competent, and realistic?
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