I believe its true, some companies are just expecting consumers to use the product and fall in love with it. Fact is that is very unlikely to happen, companies need to keep 3 things in mind when marketing themselves, transparency, sincerety and consistency. it is important that these three are achieved so the consumers are able to feel closer to the company as they have all the available information that it relevant to them.
This article describes how brand loyalty is created through brand management. it is important for a company to establish their position and image the minds of consumers using the branding tips. For me I think that it is most important for the company to be authentic and original with marketing ideas.
35% of marketers are making content marketing their main focus during 2013 says CopyPress 2013 State of Content Marketing Study (35% of marketers are making #content their top priority 2013, if you're not one of them you're missing out
It is important that marketing messages in magazines and newspapers to be n white paper according to 2013 content marketing. it is important to explore this area of the marketing as marketing needs to expose the message to the consumer. therefore it needs to be eyecatching and attention grabbing in my opinion. no one wants to read a long article with tiny font and no pictures.