The web is a truth machine
I can’t remember where I read this, or who wrote it, but I am being stalked by this phrase:
“The Web amplifies the truth about a brand”
For brands, and marketers, this is a great thing if the brand is true. It’s brilliant. But if you’re lying it’s getting trickier. The truth will out.
And this truth machine doesn’t just work on brands. The music industry, movie studios, print and TV companies all know, the awful truth about digital is that it strangles all the cosy inefficiencies out of your business – you know, the ones where your margins used to be – and it’s not easy (and may be impossible) to make up the lost revenue simply by optimising what you used to do for digital platforms. I take no joy in saying that, I’m just saying it’s happening. The Web is a deflationary, flattening monster that’s gonna stamp all over you. The truth will out.
