“Image is everything,” declared Andre Agassi in a highly successful marketing campaign for Canon in the 1990s. At the time, the tennis icon was viewed as an iconoclastic rebel—an image the camera-maker leveraged for its own Rebel brand. But as we later learned from Agassi’s tell-all autobiography, the image didn’t really match reality.Read More
Authenticity is at the core of communicating your brand’s purpose.
Marketers talk a lot these days about authenticity. Brands invest millions in campaigns intended to connect authentically with their customers. They’re attempting to demonstrate to customers that the brand and the customer care about the same things.Read More