Brand authenticity was once a lofty goal of many companies who hoped transparency would endear their brand to consumers and differentiate them from the pack. But knowing customers on a deeper level, and engaging with them in an open, authentic way is becoming table stakes with today’s well-informed consumers. Many feel it is simply a brand being honest in all they do, but it goes beyond that to really showing the consumer they are appreciated and valued in every interaction – digital or in-store, purchase or reward, offers....

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