The Pursuit of Authenticity

Authenticity is the latest craze to seize the interest of marketers, led by ever-changing customer attitudes toward what brands they support. According to Stackla’s 2017 Consumer Content Report, authenticity is a critical deciding factor in brand choice. image: Stackala The report, based on more than 2,000 consumer surveys in the United States, UK and Australia,…

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History by Association

Name an industry, and there’s bound to be an organization—or more likely a myriad of organizations—representing its interests. From broad industrywide associations to niche professional interests like the U.S. Association for Reptile Keepers, there is a group for everyone. The amount of competition and specialization has associations competing for mindshare and for share of member…

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