Someone once said, "The best way to kill a bad product or service is to advertise it. That way the customer can more quickly try it and not buy it again." If you believe that branding is built from the inside out by people who use operational systems and follow processes to deliver amazing customer experiences instead of simply marketing products and services, then you will love Truth 5. If you don’t, then you probably won’t.

Businesses today face a dilemma and Truth 5 sheds some light on how to react (or not react) to it. The dilemma is, nobody’s paying attention! Today more than ever, customers control the media. With thousands of messages from companies vying for our attention each day, consumers have learned to tune out the irrelevant and will only sometimes catch those messages that align with the desired outcomes they are seeking to achieve. If this is true, then mass marketing’s transition to a more personalized approach is not only a good idea, but a requirement for building a branded experience.

Truth 5 reinforces the fact that customers are in control more than ever and that companies and their marketing agencies need to work harder and smarter to ensure success.