Tell The Truth
Truth is the foundation on which great brands are built.
Truth is the most powerful strategy in marketing and
honest brands are proud to convey what they believe
The secret, of course, is to find an engaging way of
telling the truth.
Humour, irreverence, nostalgia, passion, excitement,
emotion…they are all legitimate ways of expressing the
The temptation in marketing is to over-promise. Resist
Brands that over-promise, always under-deliver – it’s
the inevitable outcome. Disappointment kills brands.
The smart strategy is to under-promise but over-deliver.
If a brand promise sounds too good to be true, it