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
AUTHENTICITY AND START BUILDING
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.