When was the last time you wanted to share something with someone, but no one would listen? Have you ever tried to spread good news only to find yourself shouting from the rooftops while folks just pass right on by? If you’ve ever been the one telling the truth or sharing something important only to be met with (at best) nonchalant malaise, you might understand the plight of marketers and marketing in general.

Influential marketing theorist and author Philip Kotler said, “Marketing is the creative use of truth.” It’s a beautiful sentiment; we will never argue that. But just because you are creatively sharing the truth doesn’t mean people will listen. In fact, these days, it can be easier to downright lie to garner the attention you want for your brand, and that is where the spirit of marketing can take a nasty turn.

The Dark Side of Modern Marketing

You’ve undoubtedly been peppered with them: ads on social media peddling the modern-day equivalent of “As seen on TV” products. They rarely—if ever—work as they are supposed to, and sometimes, they are a straight-up scam, with no product coming your way after you spend your hard-earned dollars in hopes of finding a solution to your problem. In fact, you have probably felt that slight apprehension, an inkling in your gut, that you are about to invest in sub-par craftsmanship or janky engineering, and yet, you do it anyway. At this point, the only question is to ask yourself, why?

Truth be told, it’s not always your fault. With AI and algorithms that could sell scissors to Edward Scissorhands, it’s hard to turn a blind eye to it all. Add to it false claims or fantastical, sensationalized outcomes of product use, and you have a recipe for an offer you just can’t pass up.

The Truth Shall Prevail

“I just couldn’t do it anymore,” said Lacey Knight, Cognitive Creative’s Director of Marketing. “I knew what I was being asked to sell people wasn’t in alignment with my personal standards. I knew that people’s weaknesses were being exploited in order to make the sale, not to mention the pressure tactics. It was not my proudest moment.”

If you’ve been fortunate enough to escape employment that required you to compromise your personal ethics and philosophies in order to keep your job, you might not recognize the feeling. As an employee, it’s like having two selves, one just a facade you feel you have to embody at work in order to stay afloat.

You might be trained to do and say things that aren’t at all in alignment with who you really are, and nothing can ruin a person faster than acting against their values.

At The Cognitive Creative, we focus on aligning people’s values with the work at hand. Leadership offers employees every opportunity to shine without assuming they must do so in order to succeed. “I suppose you could say we are marketing purists,” said Tess Helmandollar, Founder of The Cognitive Creative.

“Our marketing philosophy is always in agreement with our lives and our personal philosophies. We have strived really hard recently to work only with and for clients who suit this model as well. We started succeeding as a company when we stopped compromising ourselves in the name of succeeding on behalf of just anyone who walked through the door.”

What Does it Take to Win in Marketing?

So, what does it take to be able to tell the truth and gain people’s attention without going to the marketing dark side? According to Kotler’s quote (and we believe this is so), creativity is the name of the game.

You have to adhere to the basic truths in marketing, like knowing your audience, being clear in your messaging, and utilizing consistency to build trust, but you also have to focus on the power of creativity to bring your product or service to people in a way that helps you stand head and shoulders above the rest…time after time. It’s no easy feat.

You don’t focus on creative truth-telling (that’s also known as fibbing), you focus on sharing the truth itself in a uniquely packaged way that garners people’s attention—attention you and your brand are worthy of.

“Each brand has a distinct voice, and you hone that voice by understanding how your audience also hears it. From there, it’s about hitting your customer’s pain points in your messaging in a way that resonates with them,” said Sydney Lucero, Chief Marketing Officer at The Cognitive Creative. “That’s where creativity really comes into play.”

She continued, “So much of marketing today, on social media, for example, couldn’t care less if you return as a customer. They have your money and that of hundreds of thousands of others who fell prey to the same soulless product-pushing manipulation. Truly great marketing creates both repeat clients and new clients. You don’t win consistently by playing dirty. You just don’t.”

Tess Helmandollar, Founder of The Cognitive Creative, has written a comprehensive guide covering just this: how to build a bulletproof business that will outlast even you. If your clients interact with your brand like one-hit wonders, your business will never have a chance to truly grow and scale. When it comes to marketing with the truth, you have to think long-term.

Standing Out

Finding ways to stand out in today’s business landscape is nothing short of trying, but there is a way to help yourself win. You find a great team of very creative people, one that understands the truth of the value you bring to your clients, and then you work with them to bring their talents to full fruition on your behalf.

In other words, you don’t have to wear all the hats yourself, but you have to be willing to find like-minded heads who are willing to wear all the hats for you. Those are the people you trust to help you build your brand and reach your clients creatively, uniquely, and honestly. Consequently, they are also the ones you trust to bring home the conversions, as it should be.

If you’re looking for a team of passionate creatives who use strategy, story, and a whole lot of truth to help your brand stand out, let’s talk. Reach out today to learn more about our team and how we can help you market your brand with meaning.

Building Your Legacy

If you’re not the type to delegate or you’re not in the financial position to do so (we get it), then we have another solid opportunity for you to learn how to bring your business to full fruition using the creative assets you have at hand.

The Legacy Link isn’t a book about marketing — it’s a manifesto for longevity. In these pages, Tess Helmandollar invites you to trade quick wins for timeless principles, guiding you through the deeper architecture of a business built to endure. With wisdom rooted in experience and truth at its core, this book helps you craft a company that’s not just profitable, but personal — one that stands strong long after you’ve stepped away. Start your legacy here.