Manipulating facts or departing from brand values can damage credibility.
A few years ago, two Brazilian companies excelled in glamorizing their stories: the handmade ice cream brand Diletto and the juice factory Do Bem. Both presented inconsistencies in their narratives that generated dissatisfaction among consumers.
The handmade ice cream brand Diletto, for example, would have been created by an Italian immigrant who came to Brazil on the run from the second world war. After proving that the character never existed, the company was notified by the Brazilian advertising regulatory agency that recommended changing its communication in packaging and advertising pieces, warning that the story is fictitious.
The juice company Do Bem said that its oranges were grown and harvested on the farm of a gentleman named Francisco in the interior of São Paulo. But those who supply the oranges to Do Bem are common companies that supply several other brands.
In addition to the damage to the image and sales of the cases above, one must consider the disappointment that they generate in a significant portion of their audience.
There is no need to put yourself at a disadvantage compared to those who work with real content. All companies have in their trajectory elements that can generate excellent narratives and guarantee prominence with the brilliance of their own history. Everything is a matter of knowing how to throw light on the points that can thrill and generate empathy with the consumer.
After all, as advertiser David Ogilvy said, “Tell the truth, but make it fascinating.”