Truthiness in marketing: is the evidence behind brand purpose flawed?

Stephen Colbert, the American comedian, coined the word ‘truthiness’ to refer to arguments not based on fact but what we want to be true. He famously said:
"It used to be, everyone was entitled to their own opinion, but not their own facts. But that's not the case anymore. Facts matter not at all. Perception is everything. It's certainty. People love the president because he's certain of his choices as a leader, even if the facts that back him up don't seem to exist. It's the fact th