It’s a pretty fundamental principle of marketing today that you need to be congruent in all your communications.

That means, basically, that not only do you “Talk the talk”…

…but you’ve got to “Walk the walk”.

So, if you present yourself as a health and fitness expert…

…you’d better be a vibrant example of fitness and health otherwise people are going to look at you somewhat sceptically!

I was reminded of this by the negative reaction in some quarters to the recent appointment of  Dr Regina Benjamin as the new US Surgeon General.

The problem?

Well apparently, Dr Benjamin is a little (or even a lot), ahem, overweight.

Which, of course, in our image obsessed society is a mortal sin for a public figure!

The more serious point is that Dr Benjamin is not in a great position to lecture others about being overweight…

…which is one of the current preoccupations of many public health agencies.

Now, as far as I know, Dr Benjamin is more than qualified and will make a great Surgeon General.

The point for marketers is to note just how sensitive people are to any lack of congruence.

So don’t make this mistake in your own marketing.