Observation: Old fashioned brands could claim anything. The rules are pretty strict nowadays, particularly around health claims. But it got me thinking...when everything is new and therefore fashionable, such as many social media tools and ever more Apps...could anything be claimed because no-one is quite able to see what's real?
Admitted unlikely in our uber-transparent world where even super-injunctions no longer work.
So - here are some Real Claims that I'd like to see brands living up to:
- A real estate brand, (Bullfreemen?) - the real estate agency that only tells you the truth.
- A cereal brand (Naughty but Nice?) - a sugary treat to start the day.
- A health foods brand (Cardboard?) - all the basic super healthy ingredients that you can use to make healthy dishes, but which by themselves, taste like cardboard.
- A bank brand, called 7% - guaranteed to only ever make 7% profit. Anything else they give back to customers or re-invest in services and benefits for customers and the community.
It's fun to imagine what could be possible as brands increasingly tie their brands to Real Claims and being real is increasingly fashionable.
Some great examples include: Another Bloody Water, Honest Tea, Kashi, Patagonia and Lonely Planet.
What Real Claim brands would you like to see?
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