They made it sound like that there was something wrong with what the bottled water industry did. But isn’t that what marketing was all about? To convince people that your product (bottled water) is better than the alternative (tap water) regardless of what the truth is.
In fact, it rarely matters what the truth is. What matters is what the people — your target audience — choose to believe.
The difference between now and then is that you used to be able to buy attention (on TV, magazines, newspaper ads, whatever) and turn it into trust. You can’t, anymore.
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