“I’m convinced that a lot of marketers are too smart for their own good: we think that truth is this fungible concept. That it is really relative, dependent on time, circumstance, and people. For a lot of marketers it is “truthiness” – it is what you think, it is what you believe, rather than an absolute.
“Truth is actually an objective idea – it is affirmable by multiple parties, substantiated by incontrovertible facts. Truth actually exits, it is just that we marketers get funny about it when it comes to our brands.”
Jonathan Salem Baskin, Author and Global Brand Strategist.