The "A" Word

More and more in my marketing-goings-on-around-town, I'm drawn to and see the positive results of one word critically important to the success of any business (or any venture, for that matter). The word?

Authenticity.

The more a company tries to "fake it" in terms of over-blown marketing hype or "I-don't-care-enough-to-care" marketing materials (outdated web sites, poorly done brochures, etc.), the more difficult it will be for that company to thrive. So the next time you sit down and ponder your next marketing "thing", consider this question: What would we do where our true passion and sense of adventure and fun poured out onto the paper or screen? Passion, authenticity, and a sense of fun aren't just nice-to-haves anymore in the marketing world--they are ESSENTIALS.

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