Marketing für'n Arsch? Was true fruits über echte Love Brands verrät

18.09.2026

Anyone who publishes a book for their 20th birthday is usually celebrating themselves. true fruits celebrates the opposite: with “Marketing für’n Arsch” the smoothie brand is publishing not a success story but a confession – campaigns that flopped, ideas that triggered shitstorms, mistakes other brands would rather keep quiet about. That is exactly where the real punchline lies: anyone who has built a brand for twenty years without a big budget has only one thing left to sell – their own stance.

What the openly told culture of failure is for true fruits, for marketing expert and keynote speaker Thomas Daamen, whose talk on brand leadership and brand strategy of Love Brands, “Together – From Zero to Love Brand,” begins exactly here, is his own experience: a Love Brand does not emerge on the drawing board of a strategy department but at the moment an organization actually lives its stance instead of merely claiming it, says Daamen. When Aperol was still a nearly unknown product in 2007 with no budget for big campaigns, it was not the loudness of the advertising that decided its later success but the consistency with which the organization held its position.

How robust this connection is, is shown by a recent analysis by Deloitte: according to it, brand authenticity accounts for 92 percent of overall brand trust – more than any campaign budget. Rule breaking, as true fruits has practiced it for twenty years, is therefore not an end in itself but the most consistent form of honesty toward one’s own target group. That same consistency was also the difference at Aperol between yet another spirit on the shelf and one of the most successful brands in the country.

“A brand that tells its own mistakes does not sell a product – it sells trust,” Daamen sums it up.

Photo credit: true fruits
This article also appeared on openPR .

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About Thomas Daamen

Thomas Daamen is a keynote speaker from Munich and a Marketing Director with more than 20 years of experience in marketing and sales, including several years in a leading role for Aperol. He speaks at annual kickoffs, sales conferences, leadership events and customer events about how to understand customers, decide boldly and win teams over for a brand – told through Love Brands.

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