A distinctive character and tone of voice are both vital in helping brands stand out from the
crowd. But what underpins them both? Authenticity.
The whiff of inauthenticity
Ol’ Hemmingway used to say that every person
has an in-built bulls**t detector. We think he was spot on: when it comes to
brands, anything that isn’t authentic will be exposed sooner or later.
'People don't believe I'm human. Weird.' |