Very interesting question posed on this blog:
In Marketing, which has become synonymous with hype? Yes. The Truth, compellingly told, is most of what you need. You ‘rig’ the game by having a product that is WOMworthy, remarkable, outstanding, outrageous, unusual, chatworthy, or just plain good. Then you only have to tell the truth in an interesting way, usually a story. Then you tell the truth about yourself. That’s called Authenticity (See John Moore’s comment on same blog).
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