Is it getting harder for packaged brands to seem authentic?

From Amazon to Massmart: discover Black Friday deals in South Africa

Evan-Lee Courie

Donald Trump elected US president in stunning comeback

Steve Holland, Nandita Bose, Stephanie Kelly and Joseph Ax

$TBWA\South Africa has appointed Karabo Motsepe as its new head of talent acquisition (Image supplied)$

Karabo Motsepe appointed TBWA\South Africa's head of talent acquisition

Why personalisation trumps segmentation in understanding your audience

Cezanne Joynt

Re/Max SA wins international property award

Is AI guilty of unfairly discriminating against certain job applicants?

Mehnaaz Bux, Karl Blom, Caitlin Leahy, and Daniel Philipps

Is it getting harder for packaged brands to seem authentic?

I recently started reading the book Authenticity: What Consumers Really Want, by II Pine, James H. Gilmore, and B. Joseph. Although there are other books on the subject of authenticity and what it means to branding efforts, I have to say that this is certainly among the best on the topic.

The book makes a strong case that one of the most important challenges for brand managers and other marketing professionals today is in rendering authenticity in their products - being the “Real Deal” to their intended market.

Read the full article here