Saturday, August 04, 2007

Truth “Official”

Praise be to God, it’s now fully endorsed: “Integrity in marketing is not optional.” I know this is the new hosanna because Lynn Upshaw says so in a July 30 article in Advertising Age, addressed to Chief Marketing Officers.

Upshaw is a marketing consultant and a faculty member at the UC-Berkeley’s Haas School of Business. His book proclaims “truth” is the answer in a skeptical world and I’m glad he’s has written it.

What amuses me is that by publishing his article, Ad Age endorses the concept. By implication, truth is the next big thing.

If companies (and governments) would adopt this odd idea of telling the truth, it would make a nice change from screwing every stakeholder in sight – I do believe I’ve mentioned this a time or two.

Think of Upshaw’s article (if you can access it) as necessary reading, if only to help reinforce the idea that ethical behavior is good for business: “Last year, more than 75% of Opinion Research respondents said they preferred to buy from a company that operates ethically, even if they have to pay more.”

I’d like to thank the editors of Ad Age for agreeing to portray this truth thingy where many readers might be able to read it.

Bettter yet, buy Upshaw’s book and review the companies (such as Herman Miller and Johnson & Johnson) he accuses of telling the truth to stakeholders. They’re practicing what he preaches.

Thanks to Susan Kirkland for bringing this article to my attention.

No comments: