Marketing might help you make a sale, but authenticity is how you earn loyalty… and that doesn’t come from data or slogans. It comes from personal stories, and a whole lot of soul.
Just the other day, a friend complained that the tote bag she’d had her eye on for weeks was completely sold out. When I asked if she could find something similar from another manufacturer, she conceded that she probably could, but, in her words “I really like this particular company. I like their story.”
http://www.forbes.com/sites/ashleystahl/2016/04/20/lessons-in-entrepreneurship-let-your-why-be-your-guide/#5a7259e62744
