Authenticity isn’t rhetoric—it’s a license to brand preference: Prof. S Ramesh Kumar

Why a brand does things is equally if not more important to customers than what they do, says Prof. S Ramesh Kumar, Former faculty, Marketing area, for ET’s Brand Equity.

‘Why brand authenticity matters for brands’, co-authored with S Swaminathan, The ContraMinds, urges businesses to think about why building something more than a product—a narrative—is crucial to leave the customer feeling satiated.