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Authenticity can make or break a brand

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This article talks about the long history of the quest for authenticity and the drivers that are leading consumers to value it so highly. The article offers six pieces of advice for marketers that translate directly to the social channels:

“Truth is so hard to find that when a company makes a mistake, owns up to it, and takes full responsibility, they may come out stronger than before,” she told CMO.com. “It burnishes their reputation because people are so shocked when institutions correct their actions.”

Source: CMO.com

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