Maintaining Authentic Branding

Branding is recognized as a crucial part of a business, working to convey the attributes your company values, promoting the ability to be recognized and trusted by consumers, and distinguishing yourself from competitors. While a focus on branding is important, does it lose its effect if it does not accurately parallel your philosophies? Does a world influenced by social media encourage a trade-off of authenticity to strive for short term success? Pierre-Louis Delapalme, Co-Chairman of Biologique Recherche and I share our thoughts in this stimulating discussion.