Unwrapping the golden ticket: The sweet success of authenticity in brand communication

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The story "Unwrapping the golden ticket: The sweet success of authenticity in brand communication" was covered 2 days ago by e27, a news publisher based in Singapore.

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Quick Summary:

In the world of marketing, especially in the recent situation where brands are often tsunami’d with negative impacts due to morality issues, the golden ticket to success isn’t sugar-coated gimmicks but authenticity.

Much like Willy Wonka’s coveted golden tickets, consumers today seek brands offering an authentic experience.

However, much like the young Wonka, most of us marketers and communications professionals are chock-full of ideas and determined to impress the world one delectable idea at a time – proving that the best way to put our brands out there is through creative storytelling and if we are lucky enough to perform the way the young Wonka would, we might just hit the jackpot.