This history includes myriad accounts of what truth is. They range from being relatively simple, like Rene Descartes’, “I think, therefore I am,” to mind-numbingly complex. But what all of these accounts have in common is an assertion that there is “truth” – that reality has a certain structure that, with the proper philosophical viewpoint, you, too, can comprehend.
As you get later into the development of philosophy, however, the definition of truth opens up. Friedrich Nietzsche is famous for is his dramatic insistence that “truth is a mobile army of metaphors.” Many American philosophers in the same period agreed, saying that “truth” is a commendatory term that expresses favor and not correspondence to reality. Crucially, Nietzsche and the American Pragmatist movement both thought that a true statement has to fit with other true statements. This undercuts the interpretation that a lie can be seen as a truth.
This definition of “truth” relates to marketing in a very tangible way.
In marketing, we calculate truth in moments. These “moments of truth,” a phrase coined by Swedish businessman Jan Carlzon, happen every time a customer interacts with your brand and has the chance to form an impression; it’s every time that a real customer tests the promise you’ve made.
By capturing and capitalizing on these moments, you can shape a customer’s perception and turn your brand promise into a truth.
Your offerings touch clients and prospects through many channels, so you have many opportunities to fulfill your promise and make it a truth. Consider what potential customers see when they search for your brand or find you in an industry search (what Google calls the zero moment of truth). Is their initial impression different if they come through a mobile channel versus a desktop format? Now think of their experiences making a purchase – how many ways can they do that?
Your sales team, every piece of marketing and every other customer interaction are up to you to shape. You owe it to yourself to find the unique driver that leads people to your company and leverage it to influence the perception of your brand. Find the most interesting approach you can to your company, and then to broadcast that to the world.
In what ways do you shape your brand’s truth? Let us know in the comments below.