Your Brand, But Braver: Truth Collective’s Unique Insight into the Brave New Trends of Contemporary Marketing Methods
Originally posted on USA Today:
‘Brand Ever Braver’ is the well-suited tagline of the Truth Collective identity, encompassing its goals to represent a forward-thinking and modern enterprise. Championing limitless creativity and the freedom to think outside of the ordinary, Truth Collective was founded with ambitious leaders in mind. It encourages decision-makers to make appropriate marketing decisions that differentiate them from competition and propel them toward innovation.
As detailed by Founder and Managing Partner, Robert Bailey: “Brand Ever Braver isn’t just a tagline, it’s a rallying cry. We believe every brand has untapped potential. Using our honest creativity, we liberate them from mediocrity, fostering courageous positioning, messaging, and visuals. Through brand identity and activation, we guide them to be ever braver in marketing – pushing boundaries and achieving more.”
Robert’s work within this sector directly responds to emerging trends in recent years and the increasing prevalence of short-term business practices. As the unprecedented realities of the global pandemic uprooted the ways businesses operated across the board, many began re-evaluating operational strategies and fund allocation. Short-termism is defined as an excessive focus on immediate results at the expense of long-term business interests. Often, this leads to performance pressures and inhibits macro-scale value creation. As a result, companies begin reducing expenditures and tracking tangible performance metrics that may overshadow potential long-term developments. According to an article published by the Wall Street Journal this year, marketer budgets have fallen to 7.7% of overall company revenue, down from an average of 11% before the pandemic, and 8.2% in the four years since the pandemic ended.
Robert adds: “If you can’t point to a specific KPI that any dollar of marketing generates, it is often considered a waste. As a society, we must move away from the idea that marketing is simply a business expense and value it as a key contributor to overall development. There is an over-reliance on performance-based marketing strategies and the way we measure this is flawed in and of itself. If a consumer views a virtual advertisement for less than half a second, it can be documented as an ‘impression’, but real impressions are those that leave a lasting impact on audiences and lead to brand recognition. However, to make the most effective impact, we must utilize performance-based indicators alongside an active strategy to build powerful brands.”
Socially and culturally, there has been a sizable shift from tangible assets to an appreciation of the intangible – examples include overwhelming consumer responses to brand goodwill, charitable efforts, and their overall social impact. Notably, 75% of consumers now expect brands to take a stand on social and environmental issues, with 33% commenting that they would prefer to align with brands that positively impact society in some way. Such statistics suggest a strong link between a brand’s purpose and the likelihood of establishing a resonant brand connection.
By being brave enough to direct creativity and resources into brand development, businesses open themselves up to a world of possibility. Truth Collective recognizes this and specializes in two exceptionally developed services: helping brands and businesses cultivate a robust brand identity and uplifting them through brand activation methods. In establishing identity, brands undergo strategy work, receiving clear guidelines for color palettes, consistent imagery, and a timeless method of expression. In the contemporary context, 55% of brand first impressions are visual, and color boosts recognition by up to 80% – yet 40% of Fortune 500 companies use blue as their primary color. The brand activation service details next steps for brands to avoid stagnation and put their new developments to the most effective use; this includes website or campaign management, video content creation, and as Robert describes: “cultivating the real storytelling elements of a brand.”
Rooted in courageous innovation, Truth Collective rejects the often mechanical approach adopted by traditional marketing agencies across the world, churning results with a lack of due care and customization. Truth Collective is a revolutionary opposition to this reality, introducing innovative solutions that work alongside businesses to boost brand profiles and engage audiences across an array of industries.
