84 Honesty Is Sustainable
Authenticity speaks volumes. Brands that tell a genuine, honest story resonate with people. People believe in honest brands.
Even if you don’t think people can spot a fake intuitively, the digital age has given rise to a new era of transparency. Twitter, blogs, and twenty-four-hour news cycles are forcing companies to live up to their promises more than ever. Even the most carefully crafted press release can’t compete with a thousand people trashing a brand in the blogosphere.
The Internet generation values authenticity above many other brand attributes, which pushes smart brands to be real with their customers. The payoff (besides good karma) is that while today’s consumers will not tolerate dishonest claims, they are ...
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