Power of the Authentic
DOI:
https://doi.org/10.34630/tth.vi3.5025Keywords:
Authenticity, Brand, Consumer, CommunicationAbstract
The concept of branding and its fundamental characteristics have been gradually developing throughout History - increasingly focused on the consumer and their expectations. Currently, as brands follow market trends and changes, they have been valuing and adopting more authentic positions. In this article, I analyze the opportunities and benefits of this new reality, as well as its risks and organizational implications. Throughout the article, I present three fundamental questions related to the core concept of authenticity, justifying them with my opinion and using two practical cases. In pursuit of a more scientific approach, the article is also supported by perspectives from some professionals related to the topics addressed.
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