...and therefore won't buy from you.
There is a deep mistrust in the American public consciousness at the moment. AIG, come on. Bonuses. Really? We want to trust our financial institutions and big companies. We want to know it's safe to eat a hamburger. Companies, you used to be able to get away with this lying. There are simply too many watchdog groups and forums for customer feedback. Companies are learning that the rules have changed. The American public has enormous access to information now and they are on to you.
Copy in company imaging has to be more than stats, figures, and numbers. It has to put a human face on otherwise untrustworthy companies. By becoming accessible, companies will save themselves from bankruptcy. Find marketing people who understand this need for trustworthiness.
It is more important than ever to have a great website. People cannot interact with a TV commercial. One practical and immediate solution is to respond and open yourself to feedback and criticism. The truth is always immediately uncomfortable, but it always promotes growth to bigger and better things.
Imagine if your company marketed the CEO's self-imposed pay/raise freeze so that employees would not have to be fired. Hundreds of jobs were saved because you denied yourself a 3 million dollar bonus. I don't need to do much here to convince you that sales and public awareness would absolutely skyrocket.
Click here for the NY Times article on Saturn's "We're Still Here" campaign. A great example of "putting a human face" on the public perception of an awful corporate regime.