There has been a lot of talk lately about authenticity, esp. authentic leadership and authentic brands. It all seems very straightforward, but the concept of authenticity is much more complex.
In this epidode, we will examine the deep human roots of branding. Human beings naturally create and understand brands. Good marketing recognizes this and builds on it.
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Good branding creates an understanding of the essence of the company. Just as a writers characterization allows the reader to grasp the true essence of the individual (whether fictional or nonfictional), the brander must establish the true nature of the company.