In their book they argue that brands must become more truthful in their communication.
Traditional advertising focused on either building brand awareness or selling through one way dialogue.
With the coming of age of a new empowered consumer, modern advertising must focus on telling the brand story.
The truthful one.
Jeff Bezos said it best:
“A brand is what people say about you when you’re not in the room”
This also applies to your personal brand. Watch this clip.
What do people say about you? Have you given it a thought? You should.
Think about your story. Does it represent your brand? If not, what are you doing about it?