One of the most popular and influential books ever written about marketing is The 22 Immutable Laws of Marketing by Al Ries and Jack Trout and first published in 1993. Their fifteenth ‘law’ is ‘the law of candour’. This states that if a company admits a negative aspect about a brand, the consumer will think more highly about that brand because of the company’s sheer honesty. for further story listen to the full podcast.