Authenticity.
It is a word that has been thrown a lot lately because, in this day and age of carefully curated profiles, it's rare for any brand (or people) to showcase full honesty.
This is why a lot of companies who position themselves as ambassadors of radical transparency and ethical business often succeed - because if you are a company that cares, your customer will respect you, even if it means paying a little more.
I have been thinking about Influencer Marketing. Having worked in the PR biz for 8 years, I understand and have seen the power of leveraging on an influencer's credibility to tell a brand's story and at the same time, I have seen how it has less than spectacular results.
Most of the time, the kind of influencer partnerships that work are those with a natural fit.
What exactly do I mean by natural fit? Let's put it this way...
