Jef I. Richards - Business Quotes

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I believe 'credibility' is one of the biggest issues yet to be addressed by Internet advertisers. Everyone has their eye on 'privacy' as a critical concern, but credibility will be far more enabling or disabling to website profitability. A company can have a web presence and, unless the brand name is familiar, consumers have no way of knowing whether it's a big company, a small company, an honest company, or a single scoundrel. I may be worried about my personal data being disclosed in violation of my privacy, but I'm far more concerned about whether or not the person or company with whom I'm dealing is reputable. Can I believe their claims? Will I have a recourse if something is wrong with the merchandise? Credibility no longer is strictly a brick-and-morter issue. I can't judge someone by their place of business, when I conduct that business on the Internet. I can't grasp a hand and look into their eyes to judge their veracity. Credibility is a huge issue.

Jef I. Richards
Interactive advertising will enable the further 'anthropomorphizing' of brands. In the coming years we will be giving businesses a very human persona. What consumers see will, in a very real sense, seem like a living and breathing human being. Many companies will create virtual bodies — male, female, young or old — as well as virtual personalities. One business may, by all appearances, be a laid-back, calm, fatherly figure, while another will have the personality of an energetic, young, party-animal. To achieve this we will start to look seriously at what makes some people uniquely popular and likable, in the hope of capturing that essence for our brand.

Jef I. Richards