stop chasing authenticity. start chasing character. (presentation teaser)

Download Stop Chasing Authenticity. Start Chasing Character. (Presentation Teaser)

Post on 16-Apr-2017

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  • 1 | C O N F I D E N T I A L

    STOP CHASING

    AUTHENTICITY AND START BUILDING

    CHARACTER

  • 2 | C O N F I D E N T I A L

    Bullst is Everywhere.

  • 3 | C O N F I D E N T I A L

    and consumers are really, really good at calling it when they see it.

  • 4 | C O N F I D E N T I A L

    Today, brands chase 'Authenticity' like brands in the past chased cool, believing that by unlocking this magical equity they can better win the consumer's dollar.

  • 5 | C O N F I D E N T I A L

    But absent a true sense of Character, brands miss the mark in this pursuit of 'Authenticity.

  • 6 | C O N F I D E N T I A L

    You cant build Authenticity.

  • 7 | C O N F I D E N T I A L

    But you can build Character.

  • 8 | C O N F I D E N T I A L

    The Authenticity Paradox: How focusing on Authenticity can make it impossible to adapt.

    NEXT GEN AUTHENTICITY: How to Build Brands With Character will explore

    The key elements of Brands With Character.

    How brands with Character internally build lasting customer relationships.

  • 9 | C O N F I D E N T I A L

    THANK YOU For your consideration.