I was reminded of General Motors Company (GMC) discovering their human truth that customers want to own the best tools to do their jobs; it makes customers feel more confident and professional. GMC combined that truth with research around the features and benefits of buying a GMC vehicle to come up with the tagline “professional grade” — which has been the idea behind their work for over a decade.

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. Our client was previously focusing on reliability and the product benefits. But the game changer for this campaign was searching for what was a common human truth across all the interviews and studies. We found that buyers chose our client’s product because they felt it would make them look better at their jobs.

- https://www.themxgroup.com/blog/discovering-the-human-truth-...