authentic, adj. = of undisputed origin, genuine; reliable or trustworthy
You hear the advice everywhere these days: Be authentic! Practice authentic marketing!
To be authentic is to be grounded in reality, to be real, to be yourself. If you’re authentic, you really are who you say you are and who others perceive you to be. If you market your business authentically, you represent yourself truthfully, genuinely. This is particularly important in sustainable marketing.
That calls for authenticity circulate through marketing conversations tells me there’s a need; a gap exists between who you are and how you market yourself or your business. Why is that? Why does anyone have to be reminded to “be yourself”? Why is authenticity in marketing so hard to accomplish? What can you do be authentic and practice authentic marketing?
The authenticity gap explained
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