Five barriers holding brands back from truth-based marketing

Sue Unerman

In the current age, a brand's image is partly the product of the conversations and experiences of consumers.

Five barriers holding brands back from truth-based marketing

Sue UnermanMediacom

Can you handle the truth? Moreover, can your client's brand handle it?

In the current age, where a brand's image is not the exclusive result of marketers' carefully crafted brand architecture but also the product of conversations and experiences among millions of consumers, I am convinced that the way for a brand to win is by … telling the truth.

To those marketers who continue to resist this argument, a survey by MediaCom's Real World Insight team should provide a jolt. It revealed that whilst 68% of the UK...

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