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

Bulls––t 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 can’t 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.