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If Your Brand Promises Authenticity, You Better Deliver.

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  • Author(s): NEWTON, REBECCA
  • Source:
    Harvard Business Review. Winter2023 Special issue, p127-129. 3p. 1 Color Photograph.
  • Additional Information
    • Subject Terms:
      CORPORATE culture; CUSTOMER experience; LEADERSHIP; PERSONNEL management; TRUST; BRANDING (Marketing)
    • Abstract:
      A reprint of the article "If Your Brand Promises Authenticity, You Better Deliver" by Rebecca Newton, which was published on HBR.org on June 6, 2014, is presented. It notes the commitment to providing the best customer experience by aligning customer service and organizational culture through leadership by cultural architects and proposes several keys including recognizing that an organization's culture can change and developing a shared understanding of a company's culture and goals.