While mountains of data can equal either meaning or mumbo jumbo- we’ll take as much as we can get. From digital data, research, trends and reviews, we collect, consider and cull it all. Bring it on-  the more info the merrier.

If data is the what, insights are the why. Why do audiences perceive you this way versus that? Why do they talk about you the way they do? Why do they look for you there and not here? Unlike data, insights are actionable. Insights are data, weaponized.

Out of insights come knowledge- a higher form of understanding. Good brands know what they stand for. Great brands know why. Once a brand understands why it exists, all that define it falls into place and it can realize its full potential.

The truth is your brand’s essence- the reason to believe in it. Every great brand’s truth is unique – always evolving. It’s the wind, the sky, the magic carpet ride.

A brand’s truth needs a home, a messaging platform for which it can thrive. One in which the brand’s pillars, personality, and purpose are clearly defined and endorsed by all ambassadors.

Be original, surprise your fans, do something unexpected, but always own your truth. Brands rooted in truth inspire desire, action and loyalty. Visualize your brand truth and do so with style, you will be rewarded.