Bonus gem

What better publication to assess the meaning of Chevron's 'We Agree' campaign--and the impact of the Yes Men's spoof--than our old friends, AdAge? Here's the gem:

"Let's face it: We marketers have long tolerated a 'truth gap.' That truth gap is coming back to bite us."

Hey, they said it, not me. But it gets weirder after that. First we suffer through the usual generalisations that people who live in the marketing/advertising/branding vortex seem to assume are de rigeur for writing any kind of article; no insight into or acknowledgment of why a campaign from the oil industry which is essentially discussing the future of energy as we know it should be any different.

Then we get this conclusion:

"Consumers don't own your brands. You do. And it's your responsibility to tell them the truth. Learn from Chevron's mistake. It wasn't a bad campaign. It was a lie."

The major problems with Chevron 'We Agree' shouldn't be extended beyond the energy industry. It's not a simple look-and-learn branding exercise. The reality is, these giant corporations hold a responsibility which dwarfs most other industries when it comes to painting an accurate picture of what they're investing in, what they are actually doing now, and what they plan to do in the future in a world facing the monumental challenge of sustainable development. And none of the Big Oil companies ever paint this accurate picture.

It's also arguable that because of the extraordinary impact these huge companies have on the environment--ExxonMobil, for a prime example, being responsible for 1% of global carbon emissions--consumers actually do own these brands. And not just consumers--everyone. Because directly or indirectly, everyone is impacted by them.

I don't expect the marketing/advertising/branding vortex to understand either of these points. In fact, they'll probably be dead last to get it--right after Republicans in Congress and the communications team at BP. This is why people who work at those kinds of agencies are so dangerous when they get involved in sustainability communications. It ain't like selling widgets, for starters.