It must be authentic to what your brand stands for.
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It must be authentic.
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But it still must be authentic and truthful, because otherwise readers would immediately reject it.
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For a brand, or its branding, to succeed in life, it must be perceived as authentic.
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Then the company or brand must figure out how to be an authentic part of the movement as it grows and builds (usually from a grassroots level) around that particular idea.
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