Credibility Lost?

Who is Matti Remes and why is he saying American packaging design and advertising has no credibility with consumers? Remes, who is with Finnish design consultancy Remes & Packart, wrote a column in the Autumn 2006 issue of M-real magazine, put out by M-real Corporation, a paper company located in Finland, in which he stated “In terms of brand construction, packaging is a gem that needs to be treated with respect and subtlety.” In fact, he said a number of interesting things about the role of packaging in the success of a brand, including “In the future, packaging design will be an important strategic tool for product development and corporate management.” So far, so good. But then he followed up his comment on ‘respect and subtlety’ with “We must remember that European consumers believe everything they read and see on packaging. In the USA, on the other hand, the credibility of advertising and packaging design was lost a long time ago, because marketing does not always tell the truth there.” Wow! I see big problems in both statements for consumers and brand owners alike, whether his notions are perceived or real. I welcome your thoughts.