Writing for The Drum during the height of the pandemic, Suzanne explores how healthcare brands must leverage fundamental truths to create meaningful connections. This article demonstrates Powers' belief—now central to All&'s methodology—that distinctive brand strategies emerge from the intersection of business truth, human truth, and cultural truth. When these elements align, brands can efficiently deliver excellence that drives both emotional resonance and business growth.

Presenting findings from a global brand study, Suzanne reveals how truth-based strategies create meaningful connections across markets. This research-driven approach exemplifies All&'s belief in rigorous frameworks that unlock creative magic. Powers demonstrates how brands that balance global consistency with local relevance create systems that drive both emotional resonance with consumers and measurable business impact for organizations.