James Heaton: "Brands do lie and..."

"Brands do lie and I believe that when they do it is a serious strategic mistake. If, on the other hand the brand derives from the true lived experience of the brand, (brand truth) then the brand will be reinforced and strengthened by every interaction with it. This is how a brand accrues power and longevity. The brand needs to tell a true story."

—James Heaton, Brand Truth

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