Those of you who are keeping an eye on the Presidential elections in the US, will have heard that Donald Trump sent the internet into over drive, when he said: “I have a great company. I have a tremendous income. And the reason I say that is not in a braggadocious way.” The fact is that aside from bragging, Trump resurrected a word that is so seldom used, it does not warrant a mention in the Oxford dictionary. The return of this word to common use may prove to be his only achievement in this election campaign. However, his brag put me thinking about the effects boasting has in business, and the following is a short summary of my thoughts:
It is vital and expected that a business will publicise their big wins, why they are better, and of course their good deeds. Broadly speaking, bragging about service and products will not cause any negative perception on the business, in fact, provided it is true, it will help to improve the brand. However, one must be very careful when promoting the charitable activity or social responsibilities that the business has been involved in. If it is advertised too heavily, customers get suspicious, and will wonder what your ulterior motive is. On the other hand, if the act is not advertised at all, then its altruistic values will be between the business and the recipient, and while this is fine and sometimes desirable, it is of no benefit to the business. So what is the best solution? Action speaks louder than words, so be generous and helpful in small ways to as many people as possible, and perhaps they will be ‘braggadocious’ on your behalf. Word of mouth is still the very best marketing tool!