In A Digital World, Authenticity Can Make Or Break Your Brand | My Scoops |

So why has the quest for transparency become the new normal?


“You can blame our increasingly fake and intentionally staged world,” said James H. Gilmore, a marketing trends forecaster and co-author of “Authenticity,” in an interview with “Authenticity has become the dominant lens through which consumers decide to buy something, just as quality and price were previously.”


Credit these six reasons why candor in marketing not only won’t go away, but is more important than ever....

Via Jeff Domansky