We need to constantly shift towards an"authenticity movement" that can only be made real by emanating from a truth, a deep core... and most often, a person.
Don't be afraid to share all of the gritty details with your PR or marketing team to get to your true story behind your brand. Often, it's what lies underneath.
Time to squash the old PR stereotypes. There has been quite a change, not only in our social and marketing landscapes but in the path of communication between client and consumer.
If you've never given much thought to the tagline or message at the top of your website banner or underneath your company logo - you may be surprised at how much is riding on this five to seven word phrase.