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Authenticity - what is it and why do we all care so much about it?

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May 19, 2015 12:20 PM



People need it, brands seek it, marketers can’t stop talking about it – but what exactly is authenticity and why do we care so much about it? Firefish’s in-depth study in the UK last year 2014 helped establish the different facets and why they might have value to different brands. How can authenticity be turned on its head by emerging cultural trends and thinking, and how can brands control their own future using an ‘authenticity compass’?

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