How to Maintain Brand Authenticity in a Skeptical World | Entrepreneur

Authenticity is an important factor in determining which brands to support for 88% of consumers...another 46% saying they would willingly pay more for a brand they trust.

Trust, in particular, is the foundation of all relationships, including those between consumers and brands. It helps establish a connection, and that connection can build loyalty.

Trustworthy businesses stay in their lane. They understand who they are and come to market with a distinct brand commitment.

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