Building Brand Authenticity: 7 Habits of Iconic Brands
The projection of authenticity is one of the key pillars of marketing. Research reveals that consumers seek authenticity through the brands they choose. Based on extensive research with consumers and brand managers this book offers seven guiding principles for building brand authenticity.
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Chapter 2 Why Authenticity?
Chapter 3 The Authenticity of Stories
Chapter 4 Appearing as Artisanal Amateurs
Chapter 5 Sticking to Your Roots
Chapter 6 Love the Doing
Chapter 7 Market Immersion
Chapter 8 Be at One with the Community
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