The Truth: Leveraging Brand Authenticity.

As the the marketing power shift from company to consumer accelerates, one thing seems to be crystal clear: In the future, companies that tell the truth–where words mirror action–will succeed more often than those that don’t. Customers simply won’t buy anything less. But there’s a problem. A problem so dark and secret that few would dare […]

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As the the marketing power shift from company to consumer accelerates, one thing seems to be crystal clear: In the future, companies that tell the truth–where words mirror action–will succeed more often than those that don’t. Customers simply won’t buy anything less.

But there’s a problem. A problem so dark and secret that few would dare acknowledge its existence: Marketing isn’t very good at telling the truth. Never has been. Good at stretching it, yes. But telling it verbatim…hmmm, let me talk to legal.

Which leads to an even deeper issue:  Not only will truth in communication win out over the long haul, so will truth in action. In other words, the ability for a company to choose a strategic path that is uniquely its own and stick to it through every business twist and turn. To be, in a single word, Authentic.

Driving toward the Authentic Brand.

WHAT TYPE OF BRAND ARE YOU MANAGING?

 

To build an authentic brand and manage it over time requires internal commitment and perseverance. But it also requires the necessary exploration and discovery to find the proper position and strategy AND to develop the framework and platform that will act as the brand’s long-term architecture.

By the way, what type of brand are you managing? If you’d like to drive toward a more authentic platform — one that truly differentiates your brand and steers it toward becoming more relevant to your customers, our firm, Cohesion, can help.

Tell us more about your brand situation, here.

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