- Disguising “pulling a fast one on you” with “customer service”:
- Taking, um, certain “creative liberties” with product images:
- “Negotiating” with you on services you didn’t receive- Making promises they can’t keep, a fatal mistake when a promise is the bedrock of trust with customers and one of the most significant distinctions a brand can make
- The big Kahuna of catfishing: not having a viable product at all (most recently and spectacularly demonstrated by the trainwreck of Theranos, a consumer health company positioned to be Silicon Valley’s next unicorn — until it came to light that their “revolutionary” technology was pretty much nonexistent )
To read our full article, and hear how Comcast is a Catfish contender, click here.