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Six Rules of Brand Revitalization: Learn the Most Common Branding Mistakes and How to Avoid Them, Second Edition by Joan Kiddon, Larry Light

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24. Truth #5: Reinforce Authenticity

Authentic comes from the Greek word meaning of undisputed origin, or genuine. Unfortunately, as with so many other words, authentic has been watered down in the same way as natural. For example, natural is used to create a perception of “better for you” food. Yet a chemical can come from a “natural” source and still be bad for you. The natural ingredient carrageenan comes from seaweed. It is used in so-called “natural”—and in some organic—foods to keep ingredients from separating. The problem: research indicates that consumption can lead to chronic diseases such as inflammatory bowel disease, rheumatoid arthritis, and arteriosclerosis.

The definition of authenticity is particularly diffuse.

“Commonly, authenticity ...

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