The collective conscience of Naked live in what we call the Naked Truths.  These are the principles which guide everything we do, and act as a litmus test when things get hazy. We think that the Truths are just as relevant today (if not more so) as when John, Jon, and Will wrote them in 2000, upon founding our fair company.

Here is a quick two-sample:

Naked Truth — EVERYTHING COMMUNICATES
55% of human communication comes from your appearance, 38% is how you sound and only 7% is what you say… i.e. over 90% of what you communicate has nothing to do with what comes out of your mouth. The same is true for brands.  So we need to manage every piece of brand behavior, not just what is said in ads or on websites.  Communications planning needs to inform everything you do from product innovation to service delivery to customer relationships to marketing.

Naked Truth — PEOPLE ARE YOUR PARTNERS
Consumers no longer choose just to consume, they also choose to create and share in this era of user generated content and citizen journalism. So it is outdated to think of them as just a “target,” passively receiving branded messages — they are now potentially partners in our communication. Therefore, companies should start treating their consumers like they treat their employees. We have to think about the way we recruit them, reward them, incentivize them and promote them. And this principle holds true for any audience who touches a given brand — clients, B2B partners, the media, customers, and even, yes, their employees.