The power of a brand lives in the mind of the consumer.
This simple fact must drive every brand decision – for organizations and individuals. Perception, as they say, is reality, and it will save everyone a great deal of heartache if your brand is developed on a foundation of authenticity. Consumers are smart and they pay attention. You may be able to fool them for awhile, but eventually they will catch on.
Be honest. Earn – and keep – their trust. Then marvel at their loyalty.