"Being authentic means properly marrying cultural relevance with the brand’s positioning. All to often, brands try to stay culturally relevant to their consumers, but they don’t properly associate this need back to what the brand stands for — and in effect this disconnect leads to brands being perceived as inauthentic. - James Ha, director of marketing, e-commerce and social, Club Monaco"

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What is ‘Authenticity’ in Marketing?

(via Digiday)

#culture #strategy #community

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