A brand reading
The New York Times.
Sage The record of what happened.
The Sage expressed institutionally. The Times sells a subscription, but what it actually sells is the assurance that someone, somewhere, is keeping the record. The 2017 ‘The Truth Is’ campaign was the Sage finally raising its voice.
The five-layer reading.
- 01 Motivation
- Sage. The record of what happened.
- 02 Mind
- INTJ
- 03 Temperament
- Melancholic
- 04 Persuasion
- Ethos
- 05 Expression
- Expressed
Patient, thorough, comfortable with qualification. Argues by sourcing. Will correct itself in public when wrong.
Famous spot
The Truth Is Hard, 2017