Too much marketing is built off of hype and manipulation and people are starting to see through that.
To develop a brand, it starts with first exploiting the truth of that brand.
How did it really come to existence? How does it really make customers feel? What does it really do for people's lives? How does it really fit into people's lives?
It's about getting past all the hype and lies and looking at the core of that thing - that brand and uncovering the truth of it.
Sometimes the truth is that its a bad business, other times you discover a diamond - a great business covered up in the dirt of bad communication.
You can't take a truly bad business and make it great but you can definitely take a good business that has bad communication and make it great.
That starts by finding the truth and then sharing that truth with customers.