The Ethical Optimist

If you walk into the offices of Utopia, you’ll likely meet our two mascots, Peanut Butter and Frank. I’m a big dog fan, and I love having them around. Our staff loves the fact that they stop by each desk in the morning to say hello and offer themselves up for a quick cuddle between projects during the day. They are our instant “stress relievers.”

Like the Obama family, our choice was made due to allergies. I have a son that is asthmatic and our vet recommended the breed. They’re well mannered, loyal and very smart. So, my vote for the new Presidential Pooch is clearly for the Standard Poodle.

Ann & Elliott Pick Frank Up from Poodle Rescue & Introduce Him to Peanut

While the news about the Presidential Pooch is a bit of fluff, it’s helping to bring the story of breed rescue organizations into the media spotlight. This is the type of story that is often a very tough sell, but will run when it fits into the news cycle as it does now. So, fluff or not, I’m delighted by the coverage and hope more folks will be encouraged to adopt from rescue programs and shelters.

Lest you think the Ethical Optimist would buy a Standard Poodle and ignore the plight of these rescue animals, you should note that we got our buddy Frank from Poodle Rescue via a wonderful organization called Flora’s Pet Project in Connecticut.

I find it interesting that there is an endless array of media coverage dedicated to the ethics of blogging…most of which centers on the “outing” of bloggers with ulterior motives.

For example, a recent article in the LA Times titled, “Blogging for dollars raises questions of online ethics,” notes that “Thousands of bloggers are writing sponsored posts touting such diverse topics as diamonds, digital cameras and drug clinics. The bloggers are spurred by new marketing middlemen such as PayPerPost Inc. that connect advertisers with mom-and-pop webmasters.”

The article goes on to say that this draws criticism as it blurs the line between advertising and unbiased opinion.

Frankly, while I find it of concern, I cannot think of a time during my 20+ years in this business where the “blurring of the lines” hasn’t existed in some form or other.

What I find heartening now, however, is that the scales are more balanced. More and more consumers now have access to information that “debunks” false information, while they are at the same time exposed to more of it.

I see this on a daily basis as well meaning friends send me email alerts about one thing or another, and then, minutes later someone on the distribution list fires back a note debunking it after looking on urbanlegend.com or another site.

While it’s easy to be conned online, it’s just as easy to be educated. I think the latter is a relatively new phenomenon for consumers. In the past, they were unwittingly duped. Now, in an era of transparency, Caveat Emptor (buyers beware) takes on a whole new meaning.

I’m more concerned with how this affects us as professionals. As marketers, we need to take a hard look at these developing practices and ask ourselves if they are in the best interests of our client’s long term reputations. While they may deliver immediate monetary/sales results, what price will a client pay when their tactics are “outed?” Nowadays, it’s not a question of if, but when.

This also means that we need to stay abreast of product marketing techniques and have stronger relationships with our counterparts in brand management and marketing, as well as legal.

Like my mother used to say, “Just because everyone else is doing it, doesn’t make it right.”