The Hard Thing About Your Brand and Funnel
Hacking Revenue
FEBRUARY 26, 2016
However, once consumers realize the cool brewery was actually a brand produced by a megacorp (Molson Coors), they stopped praising the product and it was immediately perceived as inauthentic. Using John Grant of “ The New Marketing Manifesto ” words: “Authenticity is the benchmark against which all brands are now judged.”
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