Today’s guest post is by Chuck Kent.

Spin sucks so much author Jonathan Salem Baskin contends it’s an endangered species.

Truth be told, I dissemble as much as the next guy.

Nonetheless, Truth with that capital T has always been my greatest interest, the Grail in my unholy professional life.

I firmly believe nothing creates more convincing marketing messages – or greater long-term shareholder value – than the simple, self-evident truth about a brand.

No wonder, then, that immediately after hearing author Baskin interviewed by Mitch Joel I bought Tell the Truth: Honesty is Your Most Powerful Marketing Tool (co-authored by Sue Unerman).

At the end of the book, the authors make this bold prediction: “We believe in five years we’ll look back on the art of spin as an anachronism. The truth is the future of marketing.” (more…)