We’ve been saying this for some time now: consumers crave authenticity and connection with brands. So why do we still feel the need to say it? Because many brands still struggle to get it right.
Brands think that authenticity and consumer connection require trying harder to be more in your face about their great work—spending more, showing up in more places, and being flashy and loud about their authenticity. In fact, the opposite seems to be true.
No....