Brands as Stories

Brands as Stories – why storytelling is vital to your brand

At Truth, we believe the old marketing model of pushing one-way communications at consumers has become unworkable. People now have much more choice and control over the media they consume...… Read More

Culture

Singles Day: From innocent beginnings to commercial phenomenon

11 November is a day that holds great significance in both the East and the West. While my colleagues in London observed a two-minute silence for Remembrance Day, there was...… Read More

Culture

Supermarket gloom: An example of cultural engineering in action?

The last few months have seen a flurry of bad news stories about the ‘plight’ of the major UK supermarkets. Tesco, in particular, has had a torrid time and Sainsbury’s...… Read More

Brands as Stories

How GoPro's content strategy targets creative consumers

GoPro are the new gold standard in content marketing, usurping Red Bull as the content marketing industry’s current favourite case study – but why? You could point to the fact...… Read More

Consumers

Re-examining the term ‘consumer needs’

‘Consumer needs’ – one of the most frequently-uttered terms in our industry. It’s one we take for granted as the foundation for much of the work we do – identifying...… Read More

Brands as Stories

Sole Searching: A brand story on the cultural impact of Adidas

I was reminded of the remarkable power of brand stories and the disproportionate effect truly culturally connected brands can have on the world when I saw a really inspiring short...… Read More

Brands as Stories

The iPhone 6, #Bendgate and publishing at the speed of culture

Heard the one about the bendy iPhone? Yeah, me too. Despite it not being quite so factually correct as last week’s Twitter storm may have had you believe, it was...… Read More

Innovation

Jugaad Innovation and how to fit a square peg in a round hole

Dr. Jaideep Prabhu recently came to our London office to talk about the book he co-authored, Jugaad Innovation. Jugaad is a Hindi word to describe an improvised solution born out...… Read More