Authentic Marketing: Being True to Your Brand and Your Customers

Consumers - especially millennials and members of the emerging Generation Z - are more discerning than ever before, and more likely to tune out messages that don't ring true. As noted in our September 6, 2018 blog post - " Scheherazade Meets Instagram - Using Digital Storytelling in Social Media " - brands have been so ingrained in marketing language, sales pitches and benefit bullet points that they don't know how to step back and just be real. A brand or business focused on delivering the message it wants to deliver instead of a message meaningful to its target ...