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Authenticity: What Consumers Really Want-
By James H Gilmore & B. Joseph Pine II
Once again, Gilmore and Pines have written a provocative and practical guide that addresses the question “What is authentic?” Today’s customers have a mind set and perceptions of what is personal, valuable, and real. If customers don’t perceive your services, products, and offerings as real, you and your company will be branded as inauthentic or in essence, fake. You can spend hundreds of thousands, even millions of dollars on branding, and yet, consumers want to buy and offering that is real from someone who is genuine. Today’s consumer will not tolerate fake and phony. They want business to be genuine, sincere, and authentic in all aspects. This is a must read if you want a business that transparent and authentic. Page 96 says it best in quoting William Shakespeare’s Hamlet as Polonius counsels his son Laertes…being true to your own self and being who you say you are to others.
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