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How can Brands appeal through authenticity? – A brand mission must be lived to be taken seriously. A myth must be embraced to work. A lived and felt purpose is what people experience as ‘authenticity,’ the ‘truth’ behind a brand. Continue reading
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“Yeah, but how ‘live a dream’ when the product is ‘generic’? I am not in Luxury, Lifestyle or Fashion!” That’s how some clients respond when we talk about giving their brand meaning beyond the material. – Well, how about a ‘juice bar’ that feels like it stole Abercrombie … Continue reading