Out Way
Feb 11, 2019
2 minutes
In marketing, the concept of truth has typically been relegated to the category of irrelevance. Perception has ruled as brands seek to shape how consumers ‘feel’ about their offerings, building emotional connections as a priority to rational claims.
I’m calling time, however, on this psychologically-driven and now relatively generic series of platitudes. In a world where the word ‘fake’ has taken on new prominence,
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