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authentic brand

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authentic brand
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Leading with Authenticity: How to Become and Remain an Authentic Brand

The following is excerpted from “Make It Don’t Fake It” by Sabrina Horn (2021), ISBN 978-1523091492, with permission from Berrett-Koehler Publishers. There are many definitions of “brand.” I think of it simply as the unique relationship a person has with a company and what the company produces and sells. Successful brands create the feeling of...