Brilliant branding paired with effective marketing but wrapped around a broken product will fail...eventually.

A healthy product branded brilliantly but not marketed truthfully will fail...immediately.

We say...on all fronts...from truth comes triumph. After all, we live in a world where it takes a fraction of a second to evoke memories and expectations about a brand...a world that is more intelligent and alert than ever...a world where the window of opportunity for businesses to stay open has gotten quite a bit smaller.

These days, consumers are more interested in what’s truly real and fall less and less victim to what is perceived as real. Why put anything in front of clever consumers that’s a Band-Aid, a pillow or a shortcut? To us, that’s just plain lazy. The product or service, along with the branding, design and marketing surrounding it, must be in it’s best possible form or you have no business telling anyone about it.

The truth isn't the truth until people believe you, and they can't believe you if they don't know what you're saying, and they can't know what you're saying if they don't listen to you, and they won't listen to you if you're not interesting, and you won't be interesting unless you say things imaginatively, originally & freshly.   —Leo Burnett