Belfie

Belfie

I’m frequently reminded of the Henry Ford quote “You can’t build a reputation on what you’re going to do.” The truth that reputation is first and foremost shaped by deeds not words is as true today as it was in Henry Ford’s day. Lest we forget, reputation resides in the collective conscience of the public, not in a Brand Onion or PowerPoint presentation in a Head Office. Yet, many marketers frequently forget this. They become fixated with their own rhetoric, and as a result, it often feels like the brand is talking about itself, or even worse, talking to itself, rather than forging a connection with customers based on a recognisable truth.

As a result, too much brand communication can feel like a selfie rather than something that is taken with the audience in mind. And in the worst cases, it can feel like brands are, like Kim Kardashian, preening in front of the camera to capture their best bit. On the other hand, good brand communication should positively frame the truth of the actual experience people have with the product or service, and do so in a way that rewards the viewer’s attention.

If it doesn’t, it’s a ‘belfie’ (brand selfie, geddit?)

And, the irony, given the Henry Ford quote, is that one of the worst offenders for ‘belfies’ is the car industry. ‘New Thinking. New Possibilities.” “The Power to Surprise.” “Innovation That Excites.” “Drive The Change.” “Motion and Emotion.” I could go on. 30 seconds of generic car shots or obscure features followed by a life changing brand line. The brand comms equivalent of being asked to sit through someone else’s holiday snaps whilst eating cold soup.

Now, I love cars, so I’m more interested than your average punter, but, with one or two notable exceptions, most car ads feel like a film shot for the gratification of the designers and engineers that have lovingly built the car, with a ‘go faster’ stripe (insert hyperbolic end line) retro-fitted by the Marketing Department. Surely something that is so inextricably linked to personal identity, and the second most expensive thing we buy after buying a house, deserves better than this?

So, the next time you’re reviewing a brief or script, hold that image of Kim Kardhashian, and ask yourself: Is it “a relevant truth well told’ or a belfie?

Phil is co-founder of 101. Read more from him in our Clubhouse.

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