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Trust Me: Four Practices for Brands to Be Authentic in a Big Way

 

Trust Me: Four Practices for Brands to Be Authentic in a Big Way

Young business woman sitting on steps

One of the trendy marketing phrases of our day is, “Be Authentic.” On the surface, this sounds like a flippant call to action, asking brands to simply be themselves. However, brands are not human beings. Yes, they are created by human beings, but while a brand’s identity is as complex as a human’s personality, it is quite different in many ways.

So what is “authenticity” with regards to a brand? According to Dr. Mike Schallehn, a professor at the Cologne Business School, who was quoted in his March 2013 SlideShare presentation, it is “the degree to which brand identity is causally linked to brand behavior.” In layman’s terms, it’s walking the talk.

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Facebook Tip of the Week: The ‘Top Stories’ vs. ‘Most Recent’ Kerfuffle Explained

This week’s Facebook Tip of the Week deals with one of the most frequent questions I hear about using Facebook: “Why do I have to keep changing my News Feed to show the Most Recent stories?”

I can help with that, and there’s some good news on the way, but first, let me explain that question for people who aren’t sure what it means.

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