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End of Truth: Tell your Brand Stories Around perception; Overlook the Brand Truth !

Truth is becoming irrelevant. What matters is the way your brand is perceived. This is because people have different perspective when they look and even use an object. They only express what they feel or their experience about the object.
For brand to get into consumers' head, rather than the brand truth, Marketers should look to what what consumers  may feel using the brand to tell the brand stories.