Welcome to the post-truth world. A world of fake news and faulty Facebook metrics. A world of Yahoo data breaches and WikiLeaks scandals. A world in which it’s hard to spot a glimmer of truth when it’s sunk to the bottom of a Flint, Michigan well.
With truth in short supply these days, a brand’s authenticity, particularly its local authenticity, is more important than ever. We trust those we know, those who live in our community. They’re one of us. We are forever suspicious of outsiders, the unscrupulous “them.”
