Branding has become central to how we do business. Today, brands are everywhere, but the result is that we’ve become oversaturated with advertising messages, and tired of being constantly sold to. Meanwhile, the growth of online has made it incredibly easy for consumers to discover what’s behind the brand: through review websites, price comparison engines, and the availability of detailed information about products and companies.

Branding as a way of presenting a ‘front’ to the world is over. Now, consumers are looking for the real deal.


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