In marketing, many brands try to hide their flaws and only highlight their strengths. However, according to the Law of Candor — one of the 22 Immutable Laws of Marketing by Al Ries and Jack Trout — admitting a weakness in a clever way can build strong trust and help a brand stand out in the customer’s mind.
The Law of Candor states: “When you admit a negative, the prospect will give you a positive.” Honesty doesn’t damage a brand — in fact, it creates authenticity, making customers feel closer and more empathetic.
A famous example is Avis’s campaign: “We’re number two. We try harder.” Instead of denying their second-place status, Avis embraced it and turned it into an advantage. Customers perceived their effort and sincerity, which built trust and goodwill.
However, the Law of Candor doesn’t mean listing every flaw. The key is choosing a weakness that can be reframed as a strength — or at least something that makes the brand feel more human and approachable.
In a world full of exaggerated advertising and polished messaging, honesty is a refreshing strategy. It makes a brand more trustworthy, memorable, and emotionally connected to its audience. That’s the power of the Law of Candor in marketing.
