Brand authenticity is critical to strong consumer-brand relationships and therefore its financial valuation. But how do brands become authentic? Can brands take genuine stands on key challenges of the day, and how do they appear sincere in an age of cynicism?
Professor Michael Beverland explains more about brand authenticity and its connection to brand purpose, storytelling and brand innovation. Drawing on his expertise in brand management he shows how appeals to authenticity can go wrong, and what organisations need to do to create more believable brands.
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