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" ... As long as we continue trying to build an industry based on such absurd premises, we will continue to throw half (or more) away of what we spend on advertising, without knowing which half. It’s like betting when the dice are loaded, the cards marked, and the most savvy takes the pot. As things stand now, influence marketing is bunkum, and if your brand gets involved it will end up losing more than it wins. For all the amazing success stories, it simply isn’t possible to build an industry based on false premises. It doesn’t matter if you’re famous, an influencer or a microinfluencer, your sway is based on trust and the moment you start lying, your influence is over. ... "
" ... Competitor attacks through influencers and media are a common occurrence. For example, with one client — a consumer headphones brand — we found a number of articles online that maligned one of their products. On investigation, we found that the facts were all wrong, and that the main media pushing this bunkum had been set up by a competitor. We responded by flooding the internet with positive (and true) stories about the product while increasing our influencer campaign. The negative story faded away. ... "