Brand authenticity: did it just get easier?
Brands have never been more under the microscope from their audiences. In a transparent digital world they have nowhere to hide. Millennials are very clear on what they expect from their relationship with their brands and will have no qualms rejecting the ones that aren’t authentic. Brands must know who they are, know what makes them tick, be clear on their philosophy and apply this to everything that they do.
But is today’s world too complex for brands to always stay true to themselves? Does this driving force for authenticity result in stifling creativity and less engaging solutions?
Or does this brand clarity give added confidence and a clearer brief to open-up a world of innovative solutions that capture the imagination and hearts of their audiences?