Authenticity is about being who you are. It’s about being real, being genuine and reliable. Not a fake or a copy.
The value of authenticity
If Instagram can make its new ‘Stories’ feature work in harmony with its existing offering, it’ll be one of the platform’s most successful updates so far, particularly for brands.
Identifying human behaviours and discovering opportunities can help move a brand from underdog to favourite
But the same technological revolution that has seen the rise of CRM is also changing consumers, and it’s doing it in ways that could put them beyond the reach of CRM as we know it.