Forget the sauce [thought 5]

Focus on what you have.

Like with food, when it comes to brands too much and artificial flavouring conceals the true taste. While pure and fewer ingredients bring clarity.

If you’re not really healthy or good, it’s not necessarily a bad thing. People occasionally like things that are not good for them.

What people don’t like is brands who pretend they’re good, when they’re not.

Nowadays, people see right through fake things and empty values. And digital and social means help them to spread that message to the(ir) world.

So, keep it clean and clear. Use human language – after all, it’s all about getting (your) people into gear.

One of our favorite examples is Dollar Shave Club. It uses an honest, very straighttalking (and very funny) tone of voice and style to get across what diferentiates them from the big guns such as Gillette and Wilkinson.

We created [NOFILTER] to help brands show their true character in this fantastic new digital world. And we created a book with our point of view in 19 thoughts on how to do just that. This is the fifth one. Click here and scroll through to see the first four ones. In the oncoming months we will publish the others one by one.

Please reach out here to ask questions, comment or give us your ideas.