Why Radical Transparency is Your Strongest Marketing Currency.

Timelines are buzzing, headlines are overflowing—and every buzzword promises the next quantum leap. But what remains when the noise fades away?

Roland Rudolf, CCO at wob, illustrates in his new article why transparency is the only sustainable force for differentiation. He explains how brands can not only regain trust through strategic openness but also drive measurable business results. Those who want to learn how to translate genuine communication into market-relevant outcomes should read on.

Truth has become the most expensive currency in business.

We’ve forgotten one of advertising’s oldest lessons. Long before agencies or TV. 𝐓𝐡𝐞𝐫𝐞 𝐰𝐚𝐬 𝐭𝐡𝐞 𝐣𝐞𝐬𝐭𝐞𝐫. His job wasn’t just comedy, it was courage. He could say what no one else dared, as long as it came wrapped in theatre or wit.

In ancient China, 𝐘𝐨𝐮 𝐌𝐞𝐧𝐠 is considered the earliest documented court jester in history. He lived at the court of King Zhuang of Chu (613–591 BC). When the son of the late Prime Minister Sunshu Ao fell into poverty, You Meng put on his robe and cap, imitated his voice and manner, and performed a song. In it he contrasted corrupt officials who die rich with honest ones who leave their families destitute. The performance moved the king so much that he granted land to Sunshu Ao’s son.

That was the jester’s freedom: to turn truth into theatre, so the audience could accept it. Today, truth triggers panic. A brand admits failure, stocks fall. A CEO shows weakness, competitors pounce. Facts often create more outrage than lies.
Even Trump's Truth Social, which shows how the word “truth” can be stolen and turned into its opposite. Yet 89% of people say they can trust a business again if it admits mistakes and is transparent about how it will fix them.

𝐓𝐡𝐞 𝐬𝐦𝐚𝐫𝐭 𝐛𝐫𝐚𝐧𝐝𝐬 𝐜𝐥𝐚𝐢𝐦 𝐭𝐡𝐚𝐭 𝐣𝐞𝐬𝐭𝐞𝐫’𝐬 𝐟𝐫𝐞𝐞𝐝𝐨𝐦.

• The Truth campaign by the American Legacy Foundation didn’t tell teenagers not to smoke. It exposed Big Tobacco’s tricks.
• Bodyform didn’t hide behind clichés. They said, “we lied about periods,” and went viral.
• Not mentioning the obvious ones like Patagonia, Dove and other strong brands that stick with the truth. 

David Ogilvy said it best: 𝐓𝐞𝐥𝐥 𝐭𝐡𝐞 𝐭𝐫𝐮𝐭𝐡. 𝐁𝐮𝐭 𝐦𝐚𝐤𝐞 𝐭𝐡𝐞 𝐭𝐫𝐮𝐭𝐡 𝐟𝐚𝐬𝐜𝐢𝐧𝐚𝐭𝐢𝐧𝐠.

I love this line because it captures the creative challenge we’re still facing today.

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