“More time to decompress… less traffic stress. Ditch the car, travel by train.”
That was the ad on the inside of my train carriage this morning — neat, calm, and clearly written by someone who’s never done the commute. I have. For over 30 years. And I can tell you: the idea of train travel as the stress-free alternative to driving? It’s fiction.
This isn’t a rant — it’s a reality check. And it raises a critical question: what happens to your brand when the marketing promise and the real-life experience don’t align?
Let’s start before the train even arrives.
Driving to the station is the first gamble. Rephased traffic lights, random roadworks, and the hunt for a parking space (now a contact sport thanks to new housing) all conspire to stress you out before 8am. Assuming you find a space, there’s the fun of losing signal while trying to pay, then getting fined for “non-payment” anyway.
Then: is the ticket machine working? Is there even staff on-site? Will the app crash again?
And finally, the train. Peace at last? Hardly. You’re welcomed by someone using the carriage as a personal podcast studio — oversharing loudly on a phone call. Add loud TikToks, feet on seats, the stench of reheated breakfast, and you begin to question every life choice that got you here. Most people are fine. But when they’re not, you feel every second.
Next come the delays. Today: point failure. Yesterday: trackside fire. The day before: guard asleep, driver couldn’t find him. And let’s not forget “extreme heat” — a phrase that apparently now means 21°C.
All the while, fare-dodgers breeze past barriers, while I pay full price — adding insult to an already inflamed injury.
And that ad again: “More time to decompress.” Where? When?
This is where the damage starts. When a brand makes a promise — especially one tied to emotional wellbeing — it sets an expectation. If that’s repeatedly unmet, trust erodes.
People can forgive disruption and even pricing. But they don’t forgive being misled. Once customers feel you’re gaslighting their reality, the relationship is over.
In PR, we say: Brand equity is built on truth, not slogans.
Misleading ads might get clicks, but they also attract scrutiny. You’re no longer judged just on your service — you’re judged on your honesty.
We’ve seen it across travel, airlines promising “world-class comfort” when the reality is a cramped 28-inch seats. Hotels selling “luxury escapes” with broken aircon and dusty curtains. Energy firms pushing “green” while expanding fossil fuel investments.
The pattern’s the same: when marketing strays too far from reality, backlash follows — online, in the media, or in shareholder meetings.
None of this means don’t advertise. It means be honest. Align your promises with what you can actually deliver.
Allow room for truth. Don’t overcommit and breaks trust.
People don’t expect perfection. But they do expect respect. Acknowledge the flaws, share real experiences, highlight improvements. That builds goodwill — and goodwill builds resilience.
Thousands of us choose the train each day, not because it’s a spa on rails, but because it’s necessary. We accept the flaws. But don’t insult us by pretending it’s paradise.
False advertising doesn’t just fall flat, it hardens cynicism. And in today’s world, trust is your most valuable currency.
A brand built on trust travels further. Talk to Keith Bishop PR about getting your message right — before your customers call you out.
