Brands must be authentic to build trust from "summary" of The End of Marketing by Carlos Gil
In a world where consumers are bombarded with advertisements at every turn, it's becoming increasingly difficult for brands to stand out and gain trust. One key factor that can help brands break through the noise is authenticity. Authenticity is about being genuine and true to oneself, and it is essential for building trust with consumers. When a brand is authentic, it means that they are not trying to be something they're not. They are honest about who they are, what they stand for, and what they offer. This transparency helps consumers feel more connected to the brand, as they can see that the brand is not just trying to sell them something, but is genuinely interested in building a relationship with them. Authenticity is also important because consumers today are more savvy and skeptical than ever before. They can easily spot when a brand is being inauthe...
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