Dave Farrington on the problem with brands that we trust.
Institutions that once were trustworthy have become our enemies. Follow the money is the mantra used to track down wrongdoings of criminals. It has worked well for a few hundred years in the U.S. of A., and we see it working now with online entities; brands we once trusted.
Google? Playful logo, free searches, free applications. Follow the money. Google tracks users incessantly on their own applications, and as they traverse the web. That information is used, in turn, to manipulate those very users with advertising and promotions.
What about Facebook?
Facebook? What a wonderful tool to reach out and touch family and friends. Follow the money. Facebook tracks users incessantly their free app and website, then track users as they go elsewhere, collecting data all the while. That data then gets used to manipulate those same users with advertising and promotions– to the point of affecting elections.
Who should we trust?
Apple still does business the old fashioned way. It sells hardware. Good hardware. The kind of hardware that blends almost invisibly or seamlessly into an ecosystem of operating system and applications. That model has made Apple rich. Yet, Apple knows much about us; what makes us tick, which products and applications we prefer, and which ones we use most– and why.
So, should we trust Apple?