Demystifying the "brand DNA": The importance of Authenticity in Business Success

Abstract

This article discusses the use of the term "brand DNA" to describe a company's identity, emphasizing that this analogy can be misleading and inappropriate, as it can be changed or adapted to the evolution of the organization and the market in which it operates. The article highlights the importance of brand identity for the success of companies and discusses how organizational authenticity is crucial for establishing an emotional connection with consumers and creating a lasting competitive advantage in the market.