“Be a first-rate version of yourself, not a second-rate version of someone else.” – Judy Garland.
In the current context, imitation and a mismatch between claim and reality (hypocrisy) rarely go unnoticed or unpunished by customers, and social media is amplifying the process. Companies need to harness this transformative power, embrace criticism openly and honestly, engage consistently with customers on a broader level, or risk becoming outdated and irrelevant.
In the digital marketing age, authenticity is once again crucial. Engage with customers, encourage them to participate and co-create; walk in their shoes to offer them an exceptional, authentic experience; embrace criticism openly to truly solve their problems and generate authentic value.
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