Flash back to July when "That Girl Emily" had the nation wrapped around her finger, after unleashing her fury over her cheating husband on her blog and real-world billboards. Here's how that one ended up, from a 7/24 NY Times article:
But when pictures of the billboard proliferated on Gawker, Defamer and other blogs, readers quickly dug in. One fact soon emerged, thanks to camera phone pictures: the billboard was identical to others in Brooklyn, Los Angeles and Chicago. Someone else discovered that Emily was keeping a blog, thatgirlemily.blogspot.com, detailing Steven's infidelities. More digging showed that one Emily blog entry was oddly similar to a synopsis for an episode of "Parco P.I.," a reality show on Court TV.Is forcing interest by lying to consumers an effective brand building strategy? As marketers scramble to foist their brands onto blogs, YouTube, and MySpace, it seems many are doing so at the expense of consumer trust.
If a brand is an implicit promise made to a consumer, what happens to the brand when that core promise is, ultimately, a lie?
Links:
Lie 1: CourtTV
The supposedly scorned wife's blog (created by CourtTV)
The ruckus it caused
People get mad
Lie 2: LonelyGirl
The alleged girl's blog
The ruckus it caused
People get mad
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