Authenticity is the hallmark of modern brands, which aims to connect with audiences through human emotions.
Since the shift of consumer power from brands to consumers on the back of the digital revolution, brands have evolved into human personas.
The days of one-way broadcast communication are gone.
Today, brands must communicate on the digital front lines and consumers are less tolerant of brands talking… well, let’s call it bulldust.
Honesty is a key ingredient of modern brand communication and is measured by instinct.