Why Coherence Is A Brand Leadership Imperative - Branding Strategy Insider

Why Coherence Is A Brand Leadership Imperative - Branding Strategy Insider

Authenticity. It’s a word we continue to hear and see everywhere. And yet, so often, it rings hollow. Over the past few years, authenticity has become one of the most overused words in brand leadership—and thereby, perhaps, one of the most misunderstood. I hear many brand leaders, marketers, and communications teams speak about authenticity as if it’s a tone of voice, a transparency policy, and even a creative brief. By definition, though, authe…