Brand Truths and Insights - growing weaker?

Brand truths, the moment of truth in the brand experience, seem to be becoming vulnerable to overuse and superficial application. In other words the areas of BS and Noise mentioned in the previous post.

"Insight" might have already got there. Insights that merely state the obvious rarely carry any knowledge or actionable information. However, without "Insight" we can rarely bring information to life. Good Insights always have a sort of "Wow, I never thought of it quite like that before" element about them that can trigger a "what if" thought to a big idea (Think: Priceless - Master Card). Insight is an integral part of the brand building process and too important to just be discarded like yesterdays worn out buzzword. But it has to earn its place, be it through more rigorous thinking, disciplined thinking, lateral thinking, outside-in thinking, or out-of-the-box thinking, but it has to be better thinking.

Sorry, I couldn' t find a decent link for this.