Thomas Barta: Marketers will find purpose in their brand’s zone of lies

If marketers want to get serious about making a change in society they need to explore their brand’s “zone of lies”.
This is the middle space that sits between the two extremes of “win-win situations” and “total disaster”, according to marketing leadership expert, Thomas Barta. In this context the zone of lies describes activity being carried out by companies that, while legal, is morally dubious.
“There is the win-win where everyone is happy &ndas