Nobody would dispute the importance of authenticity to brands. It’s the foundation of everything they do – and sooner or later, their success diminishes without it. But despite being a marketing buzzword in recent years, authenticity is no longer enough; it’s not enough to persuade people to care about whatever it is you are being authentic about.
Authenticity means being true to an ideal concept of yourself – a ‘big idea’ in brand-speak – but it’s irrelevant unless you can demonstrate what that concept means in the real world.
This is why brands need to link their authenticity to a sense of brand purpose. It’s this that connects brands to people’s actual experiences, me
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