Bravery Required: Break Free From Dull Marketing

A Brief History of Marketing Nonsense

For decades, many brands have been locked in a death spiral of mediocrity, churning out slogans that could double as sleep aids. (“We care about you.” “Innovation for a better tomorrow.” “Trusted since 1974, but not before then.”)

It’s not their fault entirely. Creativity is hard. Honesty? Even harder. But being brave? That’s where things get truly dicey.

Here at Truth Collective, we created a solution for this: Honest Creativity. It was like spinach for brands—nutrient-packed, slightly bitter at first, but ultimately making them stronger. It helped companies tell the truth, tell it boldly, and get people to actually care about what they were saying.

But as we have evolved and the environments where we vie for attention get even noisier, we've realized that honesty alone isn’t enough. After all, shouting “Hey, we have a reliable product!” is really honest, but it's also not an attention-grabbing idea. Brands still need honesty, but they also need courage. They need creative work that demands attention instead of politely requesting it. Enter: The Truth Standard.

The Truth Standard: Now Packed With 100% More Guts

We realized that great brands aren’t just honest; they’re also audacious. They’re the people at the party who say what everyone else is thinking, but in a way that makes you laugh instead of awkwardly shuffling toward the snack table.

So, we created a new framework that doesn’t just evaluate creativity—it dares it to be better.The Truth Standard now judges our ideas on six fundamental elements:

1. Meaningful: Because Yelling Into the Void Is Exhausting

Does your brand stand for something? Anything? Ideally, something more than “maximizing shareholder value.” Purpose isn’t just a trendy buzzword—it’s the difference between making an impact and making people scroll faster.

Does this campaign actually mean something to the audience?
Is there a bigger cultural or emotional truth it taps into?
Would anyone care about this beyond the marketing team?

2. Human: Robots Need Not Apply

People respond to emotion. They don’t cry at spreadsheets (except during tax season). Does your brand make people feel something? If not, it might as well be selling paper clips.

What genuine emotion does this idea evoke (joy, surprise, righteous indignation)?
Does it reflect how people actually talk, feel, and think?
Will someone care about this even if they’re not actively shopping for the brand?

3. Simple: Because Nobody Reads the Long Copy

Good ideas don’t require a TED Talk to explain. If you need a whiteboard and a captive audience to explain it, it’s not simple enough. What’s the one big thing your brand wants to say? Say that. Then stop talking.

Can this be explained in one crisp, undeniable sentence?
Is it easy to grasp in under five seconds?
Are we overcomplicating an idea or execution for the sake of looking smart?

4. Distinct: Standing Out Is Valuable. Blending In Is Expensive.

If your ad looks like everyone else’s, congratulations: You’ve just sponsored a very expensive game of Where’s Waldo? with your brand being the elusive Waldo. Own something. Break a norm. Be the neon flamingo in a sea of beige pigeons.

Does this stand out in the brand’s category?
Could this idea come from no other brand but ours?
Are we breaking norms, or just following what’s “working” for competitors?

5. Versatile: Because One-Trick Ponies Get Tired

Great ideas aren’t one-and-done. They evolve. They live across platforms without feeling like someone just copied and pasted them into a different template. If your campaign only works in one place, it’s not a campaign—it’s a lonely execution.

Can this live in multiple places (ideally digitally and IRL) without losing its soul?
Does it inspire new creative expressions, or just one execution?
Would people still get it if they only saw it once?

6. Brave: If It Feels Too Safe, It’s Probably Boring

This one’s simple. If your idea makes you slightly nervous—like “Should we really be doing this?” nervous—you’re probably onto something. If it makes everyone feel safe and warm, it’s probably a sensible sweater, not a leather-biker-jacket type of brand campaign ready to demand attention.

Would we fight for this idea, even if people pushed back?
Would this idea make the brand proud to stand behind it?
If a competitor did this first, would we be jealous?

The Truth Standard Is a Creativity Fitness Test

Think of this as an evaluation tool, but one that won’t judge you for skipping leg day. If your work meets these six criteria, congrats! You’re making something worth paying attention to. If not … well, let’s just say we hope the water is nice in the Sea of Sameness you’re currently backstroking through.

Brands that embrace The Truth Standard don’t just sell stuff. They disrupt, they stand for something, they align with people's values, and—most importantly—they get remembered.

So, what’s it going to be? Brave or boring? Choose wisely.