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The best brands are those that are authentic and true to themselves from "summary" of The Brand Gap by Marty Neumeier
The best brands are the ones that remain faithful to their core values and beliefs. They do not try to be something they are not simply to please others or to follow the latest trends. Instead, they stay true to themselves and their unique identity. This authenticity is what sets them apart from the competition and builds a strong connection with their audience. An authentic brand is one that is consistent in its messaging and actions. It does not waver or change its tune depending on the situation. Consumers can trust an authentic brand because they know what to expect from it. This consistency builds credibility and loyalty among customers, who appreciate the brand's honesty and integrity. When a brand is true to itself, it communicates its values and beliefs clearly to its audience. There is no confusion or ambiguity in its messaging. Consumers understand what the brand stands for and what it represents. This clarity helps the br...
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