Is brand consistency killing your authenticity?
Break free from the consistency trap. The digital landscape is hungry for voices that sound genuinely human, not perfectly polished.
Brands, empty connections, and the search for authenticity
We want a brand that speaks to us honestly and includes us in the outcome. Maybe we all just need to “Howl.”
The importance of authenticity in branding: lessons from ghost kitchens and beyond
The problem with ghost brands is that they can feel like a deception. When consumers discover a product they believed was unique is just a repackaged version of something else, it can erode their trust and loyalty.