Great example with the ‘Garage Guys’ video. Lorenzo’s making a powerful and sensitive point here. Employers (often unwittingly) indoctrinate their people into company-speak, and this spills over into the external communication. I struggle with this everyday. The operational word in Lorenzo’s post is the part about ‘crafting.’ In the eighties, in the ad agency world at least, this meant polishing copy to sound like it was ‘on brand.’ Then we turned the ship around, and tried to communication that ‘resonated’ with customers. Blogs are accelerating this. It’s not enough to resonate, but to get inside their heads.

On the subject of beer ads, there’s a batch of ads from Miller that are very funny too, but they involves customers talking not about cold-filteration and horses, but uncrafted man-talk. In fact it’s called Manlaws (www.manlaws.com).