Is Authenticity the Key to Branding Success?

As brands compete for market share, consumer interest and sales, each must find a way to differentiate itself. To do so, companies can take three critical steps: 1) Define their brand purpose, 2) Determine how technology can support it and 3) Communicate this strategy through creative storytelling. In this episode of RUGGED RANTS, Susan Campbell is joined by Larry Weber; CEO of Racepoint Global, founder of the Weber Group and author of several books on marketing in the digital age; to discuss the power of purpose-driven marketing.