HUMAN TRUTHS

If you ask me…
The truth is out there and much closer than you think. I’m talking about human truths, insights that are undeniable once discovered.

Brands are all about people, making emotional connections, tapping into a person’s psyche. Human truths race away from the features and benefits, the logic of why we should buy, reaching a destination where every brand wants to be – emotional resonance.

Human truths are an essential tool in building engaging brand experiences, they capture emotions known so well yet never really communicated. They answer a question that nobody thought to ask.

You cannot manufacture a human truth; it can only be discovered. They are the golden nuggets hiding in plain sight – waiting to be mined. To discover a human truth, you need to to ask questions of your brand, customers and market but from an understanding of the human perspective.

An example of a human truth in action is our ‘Now You’re Talking’ campaign for Valtra tractors. Valtra are Finnish owned, the Finns are quite a reserved bunch, they don’t say too much unless they have to. Our nugget was discovered during our brief to launch the T Series tractor – we asked the early adopters to do the talking.

Owning a Valtra was a bit ‘left field’ at the time, you might say that instead of customers Valtra had enthusiasts. All you had to do was ask a customer why they chose Valtra? Then press record. Enthusiasm is contagious. When it gains momentum it sweeps away anything in its path. This is what pure brand loyalty is all about – human truths.

Have you ever thought?
What human truths are waiting to be discovered for your brand?

Until next time…
Phil Westwood
Creative Director, Greensquare