At BrandTrue, we firmly believe that authenticity is one of the most powerful tools for brand-building, even when it’s polarizing!
In this video, we talk about a great case in point: Penzey’s Spices, a very successful US retailer and online spice company. When they took a strong, even strident, political stand during the 2016 US presidential campaign it lost them a lot of customers. The thing is, it won them even more to be true to themselves and have the courage to stand for something meaningful to them.
Brands that dare to be themselves can be richly rewarded with more dedicated consumers and more commitment from current consumers that are like-minded. It takes courage to potentially alienate some, but when a brand dares to really live the ideals that define its purpose, it’s never a bad idea!
Check out this short video where Rebeca digs into the topic.
