A Mr Doug Kessler recently spoke at a marketing conference about the concept of brands being insanely honest in their content. Interestingly, he uses a lot of examples taken from 60s marketing to make the point. Do you know what? I think he absolutely right.
There are undoubtedly a hordes of dimwited consumers but there a even more that can see through 99% of the marketing guff and appreciate being spoken to as if they were not idiots. Certainly this is a ploy that works well with older people but my guess is that it is an age neutral characteristic.
You might want to consider this concept in connection with my recent blog about the importance of simplicity.
So here are a couple of words that marketers interested in the older consumer should be constantly saying to themselves - be honest and be simple. Dick Stroud