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Authenticity is essential to brand building

In the purest term, brand building is simply aligning your product or service to feeling(s) that connect with potential consumers. Companies like Apple or McDonald’s are masters at managing their brand. However, to be effective, the brand must project authenticity as...

When a Crisis Happens: Is Your Business Prepared?

Let’s face it, many businesses are ill-prepared to manage crisis communications when something bad happens. Leadership is often “too busy” to take the time to prepare or they have a false sense that they know how to handle things if something should happen....