Is Your Brand the Real Deal?
by Kate Bertrand Connolly
Brand authenticity emerges as a new marketing imperative.
In a world gone fake, consumers’ desire for the genuine article has acquired new urgency. Reacting to the endless parade of Botox-ed celebrities, drug-enhanced athletes, double-talking CEOs and prevaricating politicians, people are searching for authenticity wherever they can find it, including the retail shelf.
Branding and package design