Brands have a penchant these days for treating consumers like idiots:
- The Gap and Banana Republic have sales almost everyday.
- CNN labels everything as “Breaking News,” including mundane events.
- NBC delays airing the Olympics opening ceremony in order to show “packages” that tell the athletes’ stories.
No doubt, tactics like these drive engagement. But they also cause confusion, mistrust and anger.
Brands should respect the intelligence of consumers. Have fair, transparent pricing (see Warby Parker). Produce quality content and represent it accurately (see NPR). In doing so, you’ll build a loyal consumer base that is sustainable.