Why Authenticity Matters Part 1 | For Brands
Authenticity is more than just a buzz word. It’s a business strategy.
First of all, I hate the word “authenticity.” It is a word that has largely been co-opted over the past decade by many who thoughtlessly drop it into sentences with intentions that are anything but authentic. When someone claims to be authentic by literally spelling it out — Authentic Since 2000 — I usually find them to be masking their own realization that they have an authenticity problem.