I’ve often said one of the big problems with brands is their inherent ego manifests itself into an obsessive one-way dialogue about how great they are.
Being proud of who you are is one thing … going on about it ad nauseam is another thing.
Funny how quite a lot of these guilty parties are American. More cultural influence in brand communication eh? Ha!
Anyway, while I know they think they’re saying really useful stuff … stuff people want to hear … quite often the reality is they’re just spouting what THEY want to say … things THEY think are important which is why in the minds of the masses, it’s about as relevant as trying to sell tanning lotion to Michael Jackson.
To best demonstrate this point – as well as allow me to use a cringe-worthy clip I got sent by my friend Christina – I would like to play you something that proves if you create communication that just talks about yourself, you’re basically advertising why someone SHOULDN’T embrace you rather than rush out and cough up their hard earned cash.
Bit of background …
A girl was out with friends having some drinks in Toronto.
A guy – Dimitri – approaches her and won’t leave her alone … saying how cute she is and how good they’d be together.
Frustrated, the girl gives him her business card in a desperate attempt to get rid of him.
What you are about to hear are 2 voicemails the guy left on her voicemail.
After you’ve heard them you’ll realise why she didn’t call him back and why there is a fine line between ego and confidence.