This morning, I read an article by ABC news titled “Airport Scam Dupes Pet Buyers.”
As a marketer, I found a couple of points in this article interesting (emphasis added by me):
- “Mills said the ‘official-looking emails’ vetted her with questions to screen whether she would be an ideal pet owner.”
- “They had logos and I got a chip number and a veterinarian check,” she said, from a veterinarian saying that the dog would be able to fly.”
- “So brazen are the scammers that they used Jones’ name and image on a website for a fictitious dog kennel. The scammers had taken a picture from an airport press release from six years ago.”
- ‘”When people see the Atlanta airport logo, they think it’s for real,’ he said. ‘Unfortunately the scammers out there have become very astute and try to make it as real and believable as possible.'”
What a great example of how a brand’s logo on something immediately resonates a feeling of trust (whether founded or not). It is also interesting that the scammers literally used a photo of him from a press release from a few years ago. It just goes to show that it’s difficult to keep control of how electronic images are used.