The Fog of Truth in Modern Marketing.

I almost went on a rant about how bad Kroger is, but the teacher in me kicked in. Instead, I took a step back and thought about the bigger picture—how vital truth in advertising and marketing is for everyone. Let me explain. Kroger promotes freshness and quality at low prices, but the customer experience often doesn't match that promise—unless we're just talking about the low prices. T-Mobile advertises the widest coverage, yet many customers struggle to make calls in certain areas of town.

When your message is grounded in truth, you don’t just get attention—you earn trust. The most powerful campaigns don’t just sell; they connect. They reflect real human experiences that resonate beyond a single transaction. Truth in marketing builds long-term value by fostering credibility and authentic relationships with your audience. Here’s the key: marketing is not the place for aspirational visions. That’s the role of a corporate vision statement—it belongs inside the boardroom. Advertising and marketing, on the other hand, are your public promises. They're what your customers should expect—and what you must deliver.

Marketing is essentially a preview of the experience people will have with your brand. It should reflect facts, evidence, and lived experiences, not hype or exaggeration. That kind of honesty builds trust—and with trust comes loyalty. Aspirational messaging can still be effective, but only when it reflects the audience’s existing hopes and desires—not when it tries to manufacture new ones. The best creative work speaks from the audience’s point of view, not the advertiser’s.

Unfortunately, some marketing professionals have lost their way. In the race for virality, awards, and creative recognition, they’ve leaned into shortcuts and spectacle instead of substance. It might be entertaining—but it’s not the job. The job of a marketing professional is to tell the truth—smartly, strategically, and compellingly. To communicate the brand’s value, its promise, and its real-world experience. As legendary advertiser Bill Bernbach once said, “The most powerful element in advertising is the truth.”

It’s time to get back to that. Creative professionals owe it to their clients—and to the public—to do better. Missed expectations lead to missed opportunities, and in the end, that hurts everyone.