Read the archive | Subscribe to Salmon Theory | Upgrade to Salmon Theory+ Hi friend – Rob here. Most brand strategy boils down to three axes: Market truth Human truth Brand truth (Cultural truth can be bundled into market or human.) Which raises two interesting questions: What is truth? Can you have more than one? My take: truth is highly contextual and yes multiple things can be true at once. Nassim Taleb says: “Statistics is a knife that cuts on both sides.” By which he means you can use...