Ok, in a further effort to dispel the myth that Uber brands should be built on the back of a bunch of liars, we would like to draw your attention to a book written by Seth Godin - entitled - "All Marketers are liars".
In it , Seth tells us that we should give the punter what they want - not what they need. He encourages us to develop an approach to building brands around what is "wanted" - as opposed to what is "needed". In order to do this it is necessary to cultivate the story in a manner that effectively makes the brand designer and marketer liars - just so the message is put across in a way where the consumer receives it such that it tantilises their desires; their wants.
We presume that the thinking goes that those who are offering what people need are not liars, but are unlikely to remain in business for very long either. Or at the very most - they won't be setting the world on fire with their vision - any time soon.
Since we have not spent any time analysing those brands that address "wants" vs. "needs" we cannot claim to know the answer.
What we can suggest, at least in this case, is that all Marketers must also be cheats too.
Why else would they be being creative with the truth in the message they send out?
Why that's rank mind manipulation. Or Cognitive Hacking, to use another term.