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I am obsessed with the concept of authenticity. What does it mean to be authentic<\/em>? The strict definition is \u201csomething that is real or genuine and not counterfeit\u201d which applies easily to a product or service (think \u201cAuthentic ________ Cuisine\u201d) but how does that translate to a person or even a brand? What does authenticity mean to consumers of that brand? And what happens when a brand\u2019s actions (or lack of) undermine its authenticity? Consumers once needed to know that a brand stands behind their product. 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But whatever Disney\u2019s hesitations were about. Since the passage of \u201cDon\u2019t Say Gay\u201d Disney\u2019s found itself\u00a0<\/p>","saveContent":"

Meanwhile Patagonia - remember them? - joined over 150 major companies<\/a> last February in vocally opposing anti-LGBTQ+ legislation in Florida. It understood what C.S. Lewis meant when he famously said, \u201cIntegrity is doing the right thing when no one is watching.\u201d In today\u2019s marketplace, everyone is watching. More importantly for brands, younger consumers are also choosing and<\/em> purchasing based on who they trust is actually doing what Lewis defined as \u201cthe right thing\u201d. <\/p>","saveContent":"

Seems Disney lost sight of what Patagonia knew all along: it really is a small world, after all.<\/p>","saveContent":"

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Your brand doesn\u2019t have to be Apple, Disney, or Patagonia, but it does need to be real. When consumers trust a brand, they\u2019re more likely to buy from it, then become advocates for it. The concept of \u201cBrand Authenticity\u201d has broad consequences - and opportunities - for every business leader as we grow and further define our own brands. <\/p>","saveContent":"
Your brand doesn\u2019t have to be Apple, Disney, or Patagonia, but it does need to be real. When consumers trust a brand, they\u2019re more likely to buy from it, then become advocates for it. 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Join me here for a three-part conversation about authenticity - what it means for brands, business leaders, and even individuals.<\/p>","saveContent":"
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Brand authenticity. Get real or get lost.