Create ideas using: Expose the Hidden
What's worth exposing that people don't already know?
Hidden qualities, overlooked processes, surprising truths about the product or category. Most brands hide the messy reality behind polished facades. Exposing what's hidden—how the product is really made, what the actual ingredients are, who actually does the work—transforms perception. People are way more fascinated by truth than marketing polish. Expose something real about your brand that competitors don't, and you've got a powerful story.
How do I expose something without looking like I'm revealing secrets to gain an advantage?
The exposure has to be genuine, not strategic. Show what you know is true about your product; don't expose things to make competitors look bad. Show the reality; let people draw their own conclusions. If you're exposing something that makes your product look better, own that honestly. 'We know you think X, here's what's actually true.' When the exposure serves understanding, not just your brand, it feels real.
Example: How it could look
A mattress brand could expose what's actually inside: use X-ray or slow-motion footage showing the layers, the materials, the engineering. Show the reality of construction nobody sees. Most people have no idea what's actually in a mattress. Expose that, and suddenly people understand why price differences exist. The exposure becomes education.
Or like this:
Why is Expose the Hidden a great technique?
Expose-the-hidden campaigns work because they reveal truth—lifting the curtain on what was invisible builds trust and changes perception.
Reveals truth hiding behind marketing
Builds trust through transparency
Changes perception through knowledge
Makes invisible factors suddenly visible
The strongest exposures don't feel like attacks—they feel like someone finally showing you what was hidden. That revelation builds more trust than any marketing claim.
! When not to use the Expose the Hidden Technique
When you're exposing something that actually makes your product look bad or when the exposure reveals practices customers would resent. Also skip it if the exposure is selectively chosen to favor your narrative—selective truth is just manipulation with a different name.
Technique first described by www.deckofbrilliance.com