It seems like a step in the right direction when the giant multinational supermarket starts selling organic vegetables. But the story begins to unravel when the organic broccoli comes shirk-wrapped in cling film, on a polystyrene tray. The customer who the story is aimed at, feels the disconnect between what’s on the surface and the truth.

The best marketing is neither contrived nor created. It is not broadcast or hung on giant billboards for all to see. The best marketing is embedded, sensed and experienced in a dozen moments of truth, that make it resonate viscerally with the person it was designed to speak to.

Telling ‘the what’ is the easy part. Showing ‘the why’ is where the magic happens.

Image by Suzie’s Farm.