{"id":9705,"date":"2022-05-18T07:50:31","date_gmt":"2022-05-18T07:50:31","guid":{"rendered":"https:\/\/academy.winnerbrands.in\/?p=9705"},"modified":"2022-05-18T07:50:31","modified_gmt":"2022-05-18T07:50:31","slug":"decoding-the-whole-truth-lessons-from-the-brand-playbook-of-a-purpose-led-brand","status":"publish","type":"post","link":"https:\/\/winnerbrands.in\/brand-spotlight-case-studies\/decoding-the-whole-truth-lessons-from-the-brand-playbook-of-a-purpose-led-brand\/","title":{"rendered":"Decoding The Whole Truth:  Lessons from the brand playbook of a purpose-led brand"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"9705\" class=\"elementor elementor-9705\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-b89ea33 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"b89ea33\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-ab60adf\" data-id=\"ab60adf\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1efa801 elementor-widget elementor-widget-text-editor\" data-id=\"1efa801\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>Packaged food is a difficult category to make a dent in, for the simple reason that it is cluttered. There are a lot of players, with almost everyone saying fairly similar things. In such a cluttered category, it is really tough to break out of the pack and build a strong brand.<\/p><p>So, when we found a 28-month-old packaged food brand garnering appreciation for its product as well as marketing, we were intrigued.<\/p><p>This time, we turn the spotlight on The Whole Truth, a brand that\u2019s on a mission to rebuild the world\u2019s trust in its food.<\/p><p>And who could be a better person to give us an inside peek into the brand than the founder himself. So, recently we sat down for a free-flowing conversation with Shashank Mehta, founder of The Whole Truth to decode the brand\u2019s playbook.<\/p><p>This article summarizes some key themes &amp; takeaways from our conversation. Readers can listen to our unabridged conversation with Shashank at the link below:<\/p><p><span style=\"text-decoration: underline;\"><a title=\"Freeflowing conversation with Shashank Mehta\" href=\"https:\/\/open.spotify.com\/episode\/0xVLJ0Xo0rizCS8QmjZAdF?si=cMVrkgg_RnC_mThklSAPtg\" target=\"_blank\" rel=\"noopener\">Freeflowing conversation with Shashank<\/a><\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-360687d elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"360687d\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-divider{--divider-border-style:none;--divider-border-width:1px;--divider-color:#0c0d0e;--divider-icon-size:20px;--divider-element-spacing:10px;--divider-pattern-height:24px;--divider-pattern-size:20px;--divider-pattern-url:none;--divider-pattern-repeat:repeat-x}.elementor-widget-divider .elementor-divider{display:flex}.elementor-widget-divider .elementor-divider__text{font-size:15px;line-height:1;max-width:95%}.elementor-widget-divider .elementor-divider__element{margin:0 var(--divider-element-spacing);flex-shrink:0}.elementor-widget-divider .elementor-icon{font-size:var(--divider-icon-size)}.elementor-widget-divider .elementor-divider-separator{display:flex;margin:0;direction:ltr}.elementor-widget-divider--view-line_icon .elementor-divider-separator,.elementor-widget-divider--view-line_text .elementor-divider-separator{align-items:center}.elementor-widget-divider--view-line_icon .elementor-divider-separator:after,.elementor-widget-divider--view-line_icon .elementor-divider-separator:before,.elementor-widget-divider--view-line_text .elementor-divider-separator:after,.elementor-widget-divider--view-line_text .elementor-divider-separator:before{display:block;content:\"\";border-bottom:0;flex-grow:1;border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--element-align-left .elementor-divider .elementor-divider-separator>.elementor-divider__svg:first-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-left .elementor-divider-separator:before{content:none}.elementor-widget-divider--element-align-left .elementor-divider__element{margin-left:0}.elementor-widget-divider--element-align-right .elementor-divider .elementor-divider-separator>.elementor-divider__svg:last-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-right .elementor-divider-separator:after{content:none}.elementor-widget-divider--element-align-right .elementor-divider__element{margin-right:0}.elementor-widget-divider:not(.elementor-widget-divider--view-line_text):not(.elementor-widget-divider--view-line_icon) .elementor-divider-separator{border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--separator-type-pattern{--divider-border-style:none}.elementor-widget-divider--separator-type-pattern.elementor-widget-divider--view-line .elementor-divider-separator,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:after,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:before,.elementor-widget-divider--separator-type-pattern:not([class*=elementor-widget-divider--view]) .elementor-divider-separator{width:100%;min-height:var(--divider-pattern-height);-webkit-mask-size:var(--divider-pattern-size) 100%;mask-size:var(--divider-pattern-size) 100%;-webkit-mask-repeat:var(--divider-pattern-repeat);mask-repeat:var(--divider-pattern-repeat);background-color:var(--divider-color);-webkit-mask-image:var(--divider-pattern-url);mask-image:var(--divider-pattern-url)}.elementor-widget-divider--no-spacing{--divider-pattern-size:auto}.elementor-widget-divider--bg-round{--divider-pattern-repeat:round}.rtl .elementor-widget-divider .elementor-divider__text{direction:rtl}.e-con-inner>.elementor-widget-divider,.e-con>.elementor-widget-divider{width:var(--container-widget-width,100%);--flex-grow:var(--container-widget-flex-grow)}<\/style>\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-da361ae elementor-widget elementor-widget-heading\" data-id=\"da361ae\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h2 class=\"elementor-heading-title elementor-size-default\">#1 A brand borne out of personal passion and pain points<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5fa5bdb elementor-widget elementor-widget-text-editor\" data-id=\"5fa5bdb\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>It all started with Shashank\u2019s personal quest for fitness. <br \/><br \/>Over a period of 8 years, Shashank cumulatively lost (and regained!) over 100 kgs of weight in 3 cycles. These struggles, successes, and setbacks inspired him to focus on food- which he realized is the most crucial part of fitness journey in general and weight loss journey in particular. He chronicled his personal journey and experiences in a blog and also started taking a critical look at the packaged food options available to Indians. <br \/><br \/>Shashank began by taking products off the store shelves and unpacking the claims and ingredients on the front and back labels \u2013 demonstrating where incumbent players were playing fast and loose with the truth or using half-truths as marketing claims. What started as a hobby during his Unilever days set him up for an entrepreneurial journey in the food space.<br \/><br \/>Interestingly, Shashank has registered his venture as \u201cFITSHIT health solutions,\u201d in a nod to his blog of the same name.<br \/><br \/>Shashank eloquently sums up his journey as: <strong>\u201cIn hindsight, it seems that my entire life was leading up to this.\u201d<\/strong><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-336ce95 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"336ce95\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-26b4744 elementor-widget elementor-widget-heading\" data-id=\"26b4744\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">#2 Mining a powerful insight for a meaningful brand purpose<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ba0f098 elementor-widget elementor-widget-text-editor\" data-id=\"ba0f098\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>A fundamental lesson in brand building that Shashank imbibed from his days at Unilever was the power of insight. Great brands like Nike (\u201cInspiration\u201d), Starbucks (\u201cThird place\u201d) and Dove (\u201cReal Beauty\u201d) are all built on the bedrock of very powerful insights.<br \/><br \/>Rather than a bundle of products, a brand is a sum total of consumer experiences. When all of these experiences are anchored on a real and resonating insight, the brand makes consumers stand up and take notice. <br \/><br \/>So, the first step for The Whole Truth was to unearth and articulate this insight.<\/p><p>Through his personal experiences and research, Shashank realized that big food brands were telling selective truths, suiting their convenience. On the one hand, positive nutritional elements, however minor in proportion, were blown up through media, marketing and packaging. On the other hand, potentially problematic ingredients were conveniently relegated to the back of pack. <br \/><br \/>But in this new age of knowledge democracy unleashed by a digitally-driven world, information arbitrage is fast disappearing and brands can no longer hide behind the protection of fine print, especially if they are catering to a suave, digitally native urban consumer.<br \/><br \/>\u201cOver the years, the world\u2019s trust in food was broken. And it was broken by big food companies\u2026 who told self-serving half-truths\u201d, remarked Shashank. <br \/><br \/>This realization led to a powerful insight that Shashank articulated as: \u201cIf trust was broken by half-truths, it can only be rebuilt by the whole truth.\u201d<br \/><br \/>Clearly, for The Whole Truth, brand purpose is not an afterthought to marketing strategy \u2013 instead, it\u2019s a mission that guides their brand and product strategy. It is seamlessly baked into everything the brand does- starting from the product to marketing touchpoints (content, packaging\u2026) to even aspects like organizational culture and hiring.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6e51cfe elementor-widget elementor-widget-image\" data-id=\"6e51cfe\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"758\" height=\"249\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/docding-whole-truth-1.png\" class=\"attachment-full size-full wp-image-9707\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/docding-whole-truth-1.png 758w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/docding-whole-truth-1-300x99.png 300w\" sizes=\"(max-width: 758px) 100vw, 758px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-829dbf9 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"829dbf9\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b0a500c elementor-widget elementor-widget-heading\" data-id=\"b0a500c\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">#3 Enduring short-term pain for long term gains<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c01cce3 elementor-widget elementor-widget-text-editor\" data-id=\"c01cce3\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>While brand purpose brings everyone in the organization onto the same page and serves as a beacon for decision-making, it also lays out rigorous guardrails for the brand.<\/p><p>The first manifestation of this for The Whole Truth was the need to rebrand when they realized that their current brand identity was not doing justice to the brand purpose.<\/p><p>The brand was originally called \u201cAnd Nothing Else.\u201d However, just three months into its inception, Shashank realized that the current identity was all about being honest and upfront about product ingredients, whereas the purpose of the brand extended way beyond this.<\/p><p>Beyond good ingredients and honest claims, The Whole Truth\u2019s purpose was also about educating consumers to help them confidently navigate the world of food and fitness. \u201cAnd Nothing Else\u201d did not do justice to this larger, overarching brand vision.<\/p><p>Once this realization set in, Shashank decided to immediately rebrand from \u201cAnd Nothing Else\u201d to \u201cThe Whole Truth\u201d. It took months of planning and a considerable monetary outlay to rebrand.<\/p><p>However, doing it at an early stage was a well-calibrated call as it helped to position the brand\u2019s mission front and centre and induced consistency at all touchpoints.<\/p><p>In the case of The Whole Truth, the brand sent personalized letters to 20,000 consumers informing them about the name change. Reminiscing about this phase in the brand\u2019s journey Shashank said: <strong>\u201cA purpose is not strong enough if it is not painful at times.\u201d<\/strong><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fb6733e elementor-widget elementor-widget-image\" data-id=\"fb6733e\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1200\" height=\"618\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/docding-whole-truth-2.png\" class=\"attachment-full size-full wp-image-9708\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/docding-whole-truth-2.png 1200w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/docding-whole-truth-2-300x155.png 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/docding-whole-truth-2-1080x556.png 1080w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/docding-whole-truth-2-768x396.png 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a44c664 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"a44c664\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a8dd4bb elementor-widget elementor-widget-heading\" data-id=\"a8dd4bb\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">#4 Clarity + Consistency: The secret sauce to build an engaging & endearing brand<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-79383a2 elementor-widget elementor-widget-text-editor\" data-id=\"79383a2\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Despite being fairly young, The Whole Truth has demonstrated remarkable maturity in its brand-building efforts.<br \/><br \/>Shashank believes that enduring brands are built on 2 strong pillars- \u2018Clarity\u2019 and \u2018Consistency.\u2019<br \/><br \/>Put simply, clarity is knowing what you stand for and confidently embracing it. With clarity, the brand is not swayed by ongoing fads and never loses sight of its reason to exist in the world. <br \/><br \/>A by-product of clarity is consistency- it reflects in everything the brand says and does, across all touchpoints. <br \/><br \/>The magic happens when Clarity and Consistency are infused with Creativity. By bringing the 3-Cs together a brand can consistently reinforce its mission without sounding repetitive, and charm consumers with fresh consistency each time. <br \/><br \/>This is best reflected in the unboxing experience of The Whole Truth, where consumers savour nuggets of surprises and storytelling much before they savour the actual product!<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2dc825c elementor-widget elementor-widget-image\" data-id=\"2dc825c\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"627\" height=\"424\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/docding-whole-truth-3.jpg\" class=\"attachment-full size-full wp-image-9709\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/docding-whole-truth-3.jpg 627w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/docding-whole-truth-3-300x203.jpg 300w\" sizes=\"(max-width: 627px) 100vw, 627px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1e2bd3b elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"1e2bd3b\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-485349f elementor-widget elementor-widget-heading\" data-id=\"485349f\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">#5 Engaging by Educating<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f002378 elementor-widget elementor-widget-text-editor\" data-id=\"f002378\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Shashank believes that if The Whole Truth intends to \u201crebuild the world\u2019s trust in its food\u201d, a brand-centric pitch that only talks about its own merits will not be enough. Indeed, the very nature of its mission requires it to bust myths, demystify and help its consumers navigate the conflicting and often contradictory world of packaged food.<\/p><p>This is where The Whole Truth shines. From the outset, this purpose led brand focused on providing succinct, useful content that sought to unpack and simplify the complex food category for all consumers. In fact, a large portion of the brand\u2019s content is not about the products they sell. This actually helps to establish credibility for the brand, since its content signals to consumers that the brand is motivated by not just commercial considerations.<\/p><p><strong>\u201cDon\u2019t sell the truth, tell the truth,\u201d<\/strong> says Shashank.<\/p><p>In this context, it\u2019s worth mentioning that the brand\u2019s punchy, clever copy is a big differentiator in the category. Written mostly by Shashank himself, the copy stands testament to the fact that a brand identity is not only about the visual language alone, but also about the power of words to inspire consumers.<\/p><p>While there are global brands (like Innocent) that have effectively used the power of copy to their advantage, it is rare to find examples of such brands in the Indian ecosystem.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5536370 elementor-widget elementor-widget-image\" data-id=\"5536370\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"857\" height=\"220\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/docding-whole-truth-4.png\" class=\"attachment-full size-full wp-image-9710\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/docding-whole-truth-4.png 857w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/docding-whole-truth-4-300x77.png 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/docding-whole-truth-4-768x197.png 768w\" sizes=\"(max-width: 857px) 100vw, 857px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1da5fb8 elementor-widget elementor-widget-image\" data-id=\"1da5fb8\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"665\" height=\"696\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/docding-whole-truth-5.png\" class=\"attachment-full size-full wp-image-9711\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/docding-whole-truth-5.png 665w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/docding-whole-truth-5-287x300.png 287w\" sizes=\"(max-width: 665px) 100vw, 665px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2d2ad3b elementor-widget elementor-widget-image\" data-id=\"2d2ad3b\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"450\" height=\"450\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/docding-whole-truth-6.jpg\" class=\"attachment-full size-full wp-image-9712\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/docding-whole-truth-6.jpg 450w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/docding-whole-truth-6-300x300.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/docding-whole-truth-6-150x150.jpg 150w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-21ca3af elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"21ca3af\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ac38a5d elementor-widget elementor-widget-heading\" data-id=\"ac38a5d\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">#6 The framework for scaling<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-678b52a elementor-widget elementor-widget-text-editor\" data-id=\"678b52a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>While it is easy for an external category observer to slot The Whole Truth into a \u2018health food brand\u2019, Shashank has a completely different take.<\/p><p>He stressed: <strong>\u201cWe are not here to sit in judgement of our consumers\u2019 food habits. The same consumer who eats a protein bar after a morning workout might have had a rough day and may want to uplift his spirits with a piece of chocolate at night.\u201d<\/strong><\/p><p>This approach means that The Whole Truth does not self-select into becoming a niche category brand. Instead, it seeks to be present at all consumption occasions where it can offer clean, honest and tasty alternatives to prevailing incumbents with misleading claims. Obviously, this thinking gives the brand a vast playing field.<\/p><p>In fact, Shashank uses an interesting yet intuitive framework that guides the brand\u2019s new product development choices.<\/p><p>As the first step, he zooms in on categories where established incumbents are using misleading claims or half-truths to sell products in the market. Next, he identifies categories where The Whole Truth can legitimately offer a clean and honest alternative to the incumbents. Last but not the least, the end product has to be tasty- which of course is a non-negotiable category need.<\/p><p><strong>\u201cIt\u2019s a misnomer that healthy and clean can\u2019t be tasty. If food is made with healthy and clean ingredients, its actually tough not to make it tasty,\u201d<\/strong> Shashank claimed.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8af2900 elementor-widget elementor-widget-image\" data-id=\"8af2900\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"644\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/docding-whole-truth-7.png\" class=\"attachment-full size-full wp-image-9713\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/docding-whole-truth-7.png 1200w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/docding-whole-truth-7-300x161.png 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/docding-whole-truth-7-1080x580.png 1080w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/docding-whole-truth-7-768x412.png 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-de64bc9 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"de64bc9\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-eb4d82f elementor-widget elementor-widget-heading\" data-id=\"eb4d82f\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">#7 Cracking the culture code<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3863d46 elementor-widget elementor-widget-text-editor\" data-id=\"3863d46\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>A sharply articulated purpose that\u2019s akin to an oath to consumers of always sticking to \u2018The Whole Truth\u2019 puts almost a moral onus on internal stakeholders. <br \/><br \/>Shashank summed it up tellingly when he said: <strong>\u201cWe have made consumers custodians of our conscience.\u201d<\/strong><br \/><br \/>This has ensured that all employees, from R&amp;D to Ops to sales are clearly aware of the brand\u2019s mission and the need to walk the talk. The Go and No-Go areas for the brand are fairly obvious and this avoids easy temptations and distracting discussions. <br \/><br \/>Similarly, when it comes to hiring, a non-negotiable trait Shashank seeks is a buy-in to the brand purpose. During interviews, he says, \u201cI go very deep into the reasons why people want to do this, and why they want to do this with us.\u201d<br \/><br \/>\u201cFor me, the intent is more important than skill\u201d, declares Shashank.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f81bfc3 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"f81bfc3\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fd21ed3 elementor-widget elementor-widget-heading\" data-id=\"fd21ed3\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">#8 Navigating the perks and perils of a Founder led brand<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-89f9d66 elementor-widget elementor-widget-text-editor\" data-id=\"89f9d66\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Shashank has led brand marketing from the front \u2013 as the face of the brand and its spokesperson. This move has delivered many advantages. <br \/><br \/>First, in a David vs. Goliath world, where young brands are fighting with established incumbents with deep war chests, it is imperative for challengers to make maverick moves to credibly stand out. For mission-led brands like The Whole Truth, it\u2019s almost mandatory for the brand to punch above its weight. In this context, the founder speaking directly to the consumers is a great move to build credibility as consumers realize that the person with the most skin in the game is leading from the front. <br \/><br \/>Beyond credibility, Shashank leading from the front also renders a great degree of consistency to the brand. Shashank\u2019s personal style and signature is evident on all the content pieces. Whether it be the educative and myth-busting videos on \u2018The Whole Truth Academy\u2019 or funny and engaging brand ads, Shashank is always there to drive a clear messaging rooted in its purpose \u2013 to tell the whole truth. <br \/><br \/>This level of consistency in the tonality of messaging is hard to be replicated by an agency team, or indeed, even by the competition!<br \/><br \/>However, founder-led brands can take a huge toll on the founders themselves. Not only is their every action scrutinized, but their private lives also get entangled with the brand. Any perceived misstep by them or skeletons in their cupboard will reflect badly on the brand. And it\u2019s only fair to assume that a brand that claims to tell \u2018The Whole Truth\u2019 and calls out half-truths would be put under microscopic scrutiny.<br \/><br \/>This, however, may be a risk worth taking, according to Shashank. <br \/><br \/>In his own words: <strong>\u201cThe Whole Truth does not mean perfection. If anything goes wrong, we will talk openly and honestly about it. And our consumers understand that. After all, we still abide by our promise of telling the Whole Truth!\u201d <\/strong><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a7ab809 elementor-widget elementor-widget-image\" data-id=\"a7ab809\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"828\" height=\"1036\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/docding-whole-truth-8.jpg\" class=\"attachment-full size-full wp-image-9714\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/docding-whole-truth-8.jpg 828w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/docding-whole-truth-8-240x300.jpg 240w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/docding-whole-truth-8-768x961.jpg 768w\" sizes=\"(max-width: 828px) 100vw, 828px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-06d559f elementor-widget elementor-widget-image\" data-id=\"06d559f\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"828\" height=\"1032\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/docding-whole-truth-9.jpg\" class=\"attachment-full size-full wp-image-9715\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/docding-whole-truth-9.jpg 828w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/docding-whole-truth-9-241x300.jpg 241w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/docding-whole-truth-9-768x957.jpg 768w\" sizes=\"(max-width: 828px) 100vw, 828px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7dcbac2 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"7dcbac2\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-aefc8e9 elementor-widget elementor-widget-heading\" data-id=\"aefc8e9\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Challenges & Summary<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-db8c90d elementor-widget elementor-widget-text-editor\" data-id=\"db8c90d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Going by the social media buzz, The Whole Truth seems to have created a base of loyal consumers and has built up good momentum. <br \/><br \/>The brand adopted a judicious approach of entering niche categories (protein bars, nut butter, muesli) and building an initial set of loyalists. Now it has set its sights on more ambitious mainstream categories, like the just-launched range of Chocolate bars. In that sense, the real test for the brand begins now.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8ee13ac elementor-widget elementor-widget-image\" data-id=\"8ee13ac\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1128\" height=\"379\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/docding-whole-truth-10.png\" class=\"attachment-full size-full wp-image-9716\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/docding-whole-truth-10.png 1128w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/docding-whole-truth-10-300x101.png 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/docding-whole-truth-10-1080x363.png 1080w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/docding-whole-truth-10-768x258.png 768w\" sizes=\"(max-width: 1128px) 100vw, 1128px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d0aad41 elementor-widget elementor-widget-text-editor\" data-id=\"d0aad41\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>As Shashank is pulled deeper into the inevitable challenges posed by The Whole Truth\u2019s scaling and expansion, things that will vie for his attention will increase exponentially. So, unless he codifies and institutionalizes his signature method of brand building, scaling the magic will be a challenge. <br \/><br \/>Also, Shashank shares that more than demand, it\u2019s the supply side challenges that keep him busy. As a new player on the block that\u2019s still learning, managing multiple categories, SKUs, vendors, ingredients and channels is a complex undertaking. More so, because they are manufacturing everything in-house. <br \/><br \/>Finally, as the brand gathers scale and salience and as it enters channels and categories where it will finally nibble at the market share of what it calls \u201cBig Food\u201d, it will be interesting to see how incumbents react to the upstart.<br \/><br \/>By the way, we just received our consignment of their newly launched chocolates and our post on LinkedIn says it all.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-568e172 elementor-widget elementor-widget-image\" data-id=\"568e172\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"805\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/docding-whole-truth-11.png\" class=\"attachment-full size-full wp-image-9717\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/docding-whole-truth-11.png 1200w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/docding-whole-truth-11-300x201.png 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/docding-whole-truth-11-1080x725.png 1080w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/docding-whole-truth-11-768x515.png 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3eca26c elementor-widget elementor-widget-text-editor\" data-id=\"3eca26c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Here is wishing The Whole Truth loads of luck and love!<\/p><p>As usual, keep the discussion flowing at freeflowing@winnerbrands.in. Let us know what you think of The Whole Truth. We read all your emails!<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6ac074a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6ac074a\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7cbc358\" data-id=\"7cbc358\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-fa5e094 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"fa5e094\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Packaged food is a difficult category to make a dent in, for the simple reason that it is cluttered. There are a lot of players, with almost everyone saying fairly similar things. In such a cluttered category, it is really tough to break out of the pack and build a strong brand. So, when we [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":9725,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[25],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Decoding The Whole Truth: Lessons from the brand playbook of a purpose-led brand - WinnerBrands - Helping brands leverage the power of top marketing talent<\/title>\n<meta name=\"description\" content=\"In the cluttered world of packaged food marketing, The Whole Truth is rewriting the traditional brand building playbook with its brand purpose.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/winnerbrands.in\/brand-spotlight-case-studies\/decoding-the-whole-truth-lessons-from-the-brand-playbook-of-a-purpose-led-brand\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Decoding The Whole Truth: Lessons from the brand playbook of a purpose-led brand - WinnerBrands - Helping brands leverage the power of top marketing talent\" \/>\n<meta property=\"og:description\" content=\"In the cluttered world of packaged food marketing, The Whole Truth is rewriting the traditional brand building playbook with its brand purpose.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/winnerbrands.in\/brand-spotlight-case-studies\/decoding-the-whole-truth-lessons-from-the-brand-playbook-of-a-purpose-led-brand\/\" \/>\n<meta property=\"og:site_name\" content=\"WinnerBrands - Helping brands leverage the power of top marketing talent\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/winnerbrands\" \/>\n<meta property=\"article:published_time\" content=\"2022-05-18T07:50:31+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/docding-whole-truth-1-thumbanil-2.png\" \/>\n\t<meta property=\"og:image:width\" content=\"758\" \/>\n\t<meta property=\"og:image:height\" content=\"297\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"akhil_academy\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@WinnerBrandsCo\" \/>\n<meta name=\"twitter:site\" content=\"@WinnerBrandsCo\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"akhil_academy\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"11 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/winnerbrands.in\/brand-spotlight-case-studies\/decoding-the-whole-truth-lessons-from-the-brand-playbook-of-a-purpose-led-brand\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/winnerbrands.in\/brand-spotlight-case-studies\/decoding-the-whole-truth-lessons-from-the-brand-playbook-of-a-purpose-led-brand\/\"},\"author\":{\"name\":\"akhil_academy\",\"@id\":\"https:\/\/winnerbrands.in\/#\/schema\/person\/5bf462ddb58d703c4e88c4a12d8f3be3\"},\"headline\":\"Decoding The Whole Truth: Lessons from the brand playbook of a purpose-led brand\",\"datePublished\":\"2022-05-18T07:50:31+00:00\",\"dateModified\":\"2022-05-18T07:50:31+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/winnerbrands.in\/brand-spotlight-case-studies\/decoding-the-whole-truth-lessons-from-the-brand-playbook-of-a-purpose-led-brand\/\"},\"wordCount\":2301,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/winnerbrands.in\/#organization\"},\"articleSection\":[\"Brand Spotlight (Case Studies)\"],\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/winnerbrands.in\/brand-spotlight-case-studies\/decoding-the-whole-truth-lessons-from-the-brand-playbook-of-a-purpose-led-brand\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/winnerbrands.in\/brand-spotlight-case-studies\/decoding-the-whole-truth-lessons-from-the-brand-playbook-of-a-purpose-led-brand\/\",\"url\":\"https:\/\/winnerbrands.in\/brand-spotlight-case-studies\/decoding-the-whole-truth-lessons-from-the-brand-playbook-of-a-purpose-led-brand\/\",\"name\":\"Decoding The Whole Truth: Lessons from the brand playbook of a purpose-led brand - 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