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Fan Truths vs. Brand Truths: Finding the Perfect Harmony at Cannes Lions

Mariana Perret-Gentil

Two concepts stole the show at Cannes Lions this year: fan truths and brand truths. At first glance, they seem like two sides of the same coin, but a deeper dive reveals a fascinating dance between the two.


Fan Truths: Where Passion Meets Ritual

Fan truths are the golden nuggets that reveal how your customers experience and connect with your brand. They go beyond simple preferences and delve into the rituals that define that connection. Think of the Guinness foam thickness test or the classic lemon wedge in a Diet Coke. These rituals highlight the emotional connection and ingrained habits that make your brand special.

More importantly, fan truths often hold the key to unlocking your consumers' deepest needs and desires. By listening to these truths, you gain a unique perspective that can inform your marketing strategy and product development.



Brand Truths: The Soul of Your Brand

Brand truths, on the other hand, are the bedrock of your brand. They represent the core essence of who you are and what you stand for. This isn't just about a catchy slogan; it's about the fundamental values and purpose that drive your brand. The key takeaway here is that true brand communication comes from a place of genuine understanding and love. The communicator needs to embody the brand truth, not just parrot it.



So, how do we bridge the gap between these two seemingly disparate concepts? The answer lies in authenticity, this is the challenge and how we align in our strategies to achieve success. It's not about chasing trends, but staying true to your brand identity while seamlessly integrating it into the lives of your fans.


The tough part is achieving this seamless integration without compromising your core values. Finding that sweet spot is what separates good marketing from great marketing.



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