Guitars, giraffes, and Edgar Allen Poe.

The key to any truly effective piece of marketing communications - one that leaves a lasting impression - is discovering the brand truth and leveraging it to craft the creative. While the facts of a brand matter, the truth - based on human insight - matters more. But what is the difference between the facts of a brand and the truth of a brand? Picture in your head, someone crying, tears rolling down their cheeks. Do you have that image? Great. The facts of that image are that the limbic system is stimulating the lacrimal glads to produce tears. But the truth of that image is that the person is heartbroken. Facts make for great supporting points, but it’s the truth that will take your messaging to the next level.