Truth is becoming irrelevant. What matters is the way your brand is perceived. This is because people have different perspective when they look and even use an object. They only express what they feel or their experience about the object. For brand to get into consumers' head, rather than the brand truth, Marketers should look to what what consumers may feel using the brand to tell the brand stories.
Publishes eclectic topics on human worldviews, desires; needs, wants; aspirations, choices, preferences, lifestyles, behaviours, values; social constructions, trends, culture, politics, religions, ---- and ultimately human perspectives. John lectures at the Ransford Global Institute- https://rtse.yolasite.com/