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.

Of course, as anyone who’s been watching the BBC’s Virtual Revolution series will now know, the Web was invented by that guy from the Grateful Dead to share cute images of cats and stuff and accelerate the frictionless distribution of truth. Who can blame brands, advertisers and media owners for wanting a piece of that shit? And so they pile in wanting to be like LOLcats. But the truth machine will ultimately show the bad un’s up like luminous bacteria glowing with disclosing fluid. The unavoidable and unsavoury truth laid bare in an ultraviolet glare that cannot be avoided. It doesn’t matter what anyone of us do. The truth will out.

And with people, I’ve been enjoying the call to action issued by Hugh MacLeod, aka Gaping Void, with his “Remember Who You Are” manifesto. It’s a wake up call. We should And with people, I’ve been enjoying the call to action issued by Hugh MacLeod, aka Gaping Void, with his “Remember Who You Are” manifesto. It’s a wake up call. We should all remember who we are. The truth will out. remember who we are. The truth will out.

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