First it was advertising award entries.
Then it was Linkedin descriptions.
Now we are entering a new dawn … the dawn of the Kickstarter write up.
What am I talking about?
The age of ‘reality fiction’.
You know what I mean … where things people write are exaggerated to the edge of reality.
From the print ad that ‘changed how society looked at the World forever’.
To the ‘account executive’ who claims to have run the biggest, most profitable, most creative account in the agencies history. [But is still an AE]
To the watch – WATCH!!! – that claims it’s a rebel, despite the fact it is exactly like every other watch ever bloody made.
Seriously, some of this stuff is more fantastical than Harry Potter, which begs the question whether the role of marketing – whether it’s your work, your product or yourself – is now a help or a hindrance to achieving ambitions and goals?
It is for this reason that the brands I like – and I trust – are always aware of the difference between truth and marketing truth.
If I was in charge of ad awards, Linkedin and Kickstarter, I’d be encouraging the people who use their services to take note of that fact or they may find themselves without a business in the blink of an eye.