{"id":1627,"date":"2026-09-18T09:00:00","date_gmt":"2026-09-18T09:00:00","guid":{"rendered":"https:\/\/thomas-daamen.de\/marketing-fuern-arsch-was-true-fruits-ueber-echte-love-brands-verraet\/"},"modified":"2026-10-14T14:24:32","modified_gmt":"2026-10-14T14:24:32","slug":"marketing-fuern-arsch-was-true-fruits-ueber-echte-love-brands-verraet","status":"publish","type":"post","link":"https:\/\/thomas-daamen.de\/en\/marketing-fuern-arsch-was-true-fruits-ueber-echte-love-brands-verraet\/","title":{"rendered":"Marketing f\u00fcr\u2019n Arsch? What true fruits reveals about real Love Brands"},"content":{"rendered":"

18.09.2026<\/p>\n

Anyone who publishes a book for their 20th birthday is usually celebrating themselves. true fruits celebrates the opposite: with \u201cMarketing f\u00fcr\u2019n Arsch\u201d<\/a> the smoothie brand is publishing not a success story but a confession \u2013 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 \u2013 their own stance.<\/p>\n

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, \u201cTogether \u2013 From Zero to Love Brand,\u201d begins<\/a> 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.<\/p>\n

How robust this connection is, is shown by a recent analysis by Deloitte<\/a>: according to it, brand authenticity accounts for 92 percent of overall brand trust \u2013 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\u2019s 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.<\/p>\n

\u201cA brand that tells its own mistakes does not sell a product \u2013 it sells trust,\u201d Daamen sums it up.<\/p>\n

Photo credit: true fruits
This article also appeared on openPR<\/a> .<\/p>\n

Back<\/a><\/p>\n

\n

About Thomas Daamen<\/p>\n

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 \u2013 told through Love Brands.<\/p>\n

Send inquiry<\/a><\/p>\n<\/div>\n

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Told live: to Thomas Daamen\u2019s keynotes<\/h2>
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Zwanzig Jahre true fruits, ein Jubil\u00e4umsbuch \u2013 und kein einziges Hochglanz-Kapitel. \u201eMarketing f\u00fcr’n Arsch“ zeigt Erfolge und Fehlschl\u00e4ge nebeneinander, ungefiltert und ohne nachtr\u00e4gliche Sch\u00f6nf\u00e4rbung. Das ist mehr als Transparenz-Marketing: Es ist der Beweis, dass Marken heute nicht mehr mit kuratierten Erfolgsgeschichten \u00fcberzeugen, sondern mit der Bereitschaft, sich vollst\u00e4ndig zu zeigen. Der Unterschied zwischen Verkaufen und Geliebtwerden.<\/p>","protected":false},"author":1,"featured_media":1457,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[32],"tags":[],"class_list":["post-1627","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-love-brand-insights"],"yoast_head":"\nMarketing f\u00fcr'n Arsch? 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