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Hi, I'm Kevin Coupe and this is FaceTime with the Content Guy.

I was interested to read a piece in the New York Times the other day about the public relations firm Fleishman-Hillard, which has been around for more than 60 years and is now rebranding itself with a new logo and slogan: "The Power of True."

The Times notes that "true" seems to be a common message for such firms these days. McCann Erickson Worldwide, the ad agency, has as its slogan "Truth Well Told." And the agency MediaVest uses as its calling card the phrase, "Truth and design."

Now, I've worked in PR, and I know enough people who worked in the ad agency business to know that their campaigns often have very little to do with truth. Their goal is to sell stuff - an idea, a product, a service. Not that there's anything wrong with that. But truth? It ain't necessarily so, as the Gershwin song goes.

But, these agencies are onto something in that in today's competitive climate, truth is the ultimate weapon. Truth, and transparency, and authenticity. (I'm talking real authenticity here, not the fabricated kind.)

One of the things you get when you come to a city like Portland, which has such a strong food culture, is that feeling that things are real. A little rough around the edges, sometimes. But real. They get it. At least, most of them get it.

In the food business, truth and transparency and accuracy and authenticity are not just tactics, not just words in a slogan. They are in fact, the core of what the food business should be about. Because it is right, because it is what the customer wants - or will want, and because technology makes it hard to hide anything over the long term. All good reasons. Choose which one is most important to you.

It wasn't just the Gershwins who wrote a song called "It Ain't Necessarily So." Willie Nelson also did...and the song begins...

You can break your eggs to count your chickens
And you can break your neck to keep your ducks all in a row
But don't think every chance you take
Has to mean a new mistake
It ain't necessarily so...

Taking a chance on truth and accuracy and authenticity ain't necessarily a mistake.

That's what is on my mind this Thursday morning. As always, I want to hear what is on your mind.

KC's View: