Authentic Brands
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What makes a brand authentic?
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Transcript of Authentic Brands
![Page 1: Authentic Brands](https://reader035.fdocuments.us/reader035/viewer/2022062702/554c6d83b4c9057c778b4e6f/html5/thumbnails/1.jpg)
What makes a brand authentic?
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History of authenticity.
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Corporations have always been unreal.
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It needs no sleep, it takes no vacations. If you prick it, it does not bleed. If you tickle it, it does not laugh.
Lustig (1982: 10)
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Being authentic meant finding a corporate soul.
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Presenting a human face.
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Drivers of authenticity.
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Declared Beliefs. Standing for more than money.
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Is it that simple?
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Create greater meaning.
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