One of the advantages of being a member of the youth culture of today is having a great built in lie detector. I have had to make calls, everyday for the last 15 years, on what brand is really real and what brand isn’t, on who is telling me the truth and who is lying. The funny thing is that companies spend hundreds of thousands and even millions of dollars every year just to position their brand as “the truth” or “real.”

I am convinced this is becoming increasingly popular because “the customer is stupid” approach to advertising just doesn’t work with us “kids” anymore. We can see right through the BS and demand to be told the truth. If we aren’t the result could possibly be… add any and every name of any and every unsuccessful brand here.

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