A brand's own marketing is, understandably, the least neutral source of information about its products - a few minutes of independent research usually reveals a more accurate picture than the brand's own claims.
Reviews featured prominently on a brand's own site are typically the most favorable ones available - checking independent review platforms gives a more representative range of real customer experiences.
How a company responds publicly to negative reviews or complaints often reveals more about actual customer service quality than any marketing claim about "customer-first" values.
A brand's overall reputation doesn't guarantee every specific claim - a "sustainably made" or "handcrafted" label is worth checking against the brand's actual disclosed practices rather than accepted at face value.