‘Poseur’ is probably at the top of the list of accusations you can make against a brand in today’s world. That label means instant death. On the other hand, if your brand is anointed as The Real Deal, you are on the road to success because you have a strong platform on which to stand.
The lesson here is simple. Authenticity can’t be bought; you either have it or you don’t. If you do have it, if you’ve earned it, you have something incredibly powerful; a story, a position, a mission, a reason for someone to believe and buy. In the all-knowing media society, if your story is manufactured, you are dead in the water.”