Within the circus that is American politics, “the truth” wears a Jokers hat. Never one to be taken too seriously, “The Truth’s” purpose has become less a recognizable constant and instead more alien, being met with skepticism and perplexity. “The Truth” runs with a wild pack, so blame can be spread ‘round. When “The Truth” is run thru the media, the complications multiply ten fold. Innuendo, rhetoric and flat out lies are created and spread wildly, untamed, due to a simple a lacking of correction.

A recent NYtimes Opinionator article explored the method in which a lie is easily mistaken for the truth when it goes unchallenged. Within the boarders of solid ethics, the news is simply a report or a recap of the days’ events. But when the 24 hour news cycle is the standard bearer, rendering the very definition of “a day” moot, that time is filled with whatever comes across the wire, true or False. When it seems like there is nowhere to turn, where does the truth reside? Where does the same truth that we learned about in fables, in schoolyards, our parents live? Where is that truth?

Answer: Brands

The power of influence that many global brands possess put them in a position of responsibility. The original pillars of ethics are now mostly painted dishonest, confused and deceitful, so in turn, truth has no home. A gap has been revealed. A void made in the absence of direction. This is an opportunity for a brand to get out in front of the muddle and regain control and ownership. If orchestrated properly, brands that purport to stand for truth can fill these voids and bridge these gaps.

In the Lowe Counsel Deck “Honest World” we explored the many advances people are making personally and socially to become more honest and civic minded. Now it is time for brands to step into those shoes and show everyone the truth is NOT just a jokers game.