What I love about this photo that was posted by Peter Kim, it displays a memorable moment. When you are honest, people stand up and take notice.
Talk about the pink elephant in the room
When you do, you will position your product perfectly for the right audience (the key evangelists). In order to achieve simplicity of an idea - honesty should be one of the tenants we use to create brand experiences. Honesty and transparency leave lasting impressions.
This is the ultimate brand truth.