Marketers: Five Key Elements That Can Help You Understand How to Represent Your Identity in the Marketplace
By James H. Gilmore and B. Joseph Pine II
Amid all the other issues advertising faces, there's a fundamental problem that has received too little attention: marketers' phoniness. Marketers and their complicit agencies can't help but exaggerate the fineness of every commodity, the greatness of every good, the superiority of every service and the memorability of every experience. Such phoniness has to stop."
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