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How to cultivate brand authenticity for your business

from By Emma Fitzpatrick

Brand authenticity is a term you hear a lot, but not everyone knows how to define exactly what the term means. Typically, you know it when you see it — and when you don't. For example, Spirit Airlines was in the hot seat recently for automating their social media platform. Customers looking for that personal touch got bombarded with canned responses. Yikes. The airline completely missed the point of social media — genuine connections between consumers and authentic brands. more

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