We all know how it goes: We see an AMAZING commercial of an AMAZING #product. We rush to get it. The next day it breaks, or just does not fulfill the promise the commercial made to you. We lose the trust in the brand & make sure that we are not fooled twice.#Brands need to make sure that they maintain authenticity to gain & uphold the trust customer bestows in them.
I believe that brands need to share a story which is coherent relative to all aspects of a #business–product, employees & company's message-all needs to align with each other. All the company's potential first contact points need to resonate with the message which is being communicated via #marketing.
The lack of a coherent & authentic story restricts the reach of the brand to a larger #customer base & the loyalty suffers deeply—A win for the #competitors.
To conclude, Marketing is about telling stories, tapping into the worlds & minds of #consumers, but without authenticity & consistency, effective Marketing can't be achieved. Authenticity is the key to connecting & resonating with customer base.