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The digital world has made it more challenging than ever for brands to stand out in what is fast becoming an increasingly competitive, overly crowded marketplace. These days, what truly makes or breaks a brand is authenticity. It is an important factor in determining which brands to support for 88% of consumers, according to Stackla, with another 46% saying they would willingly pay more for a brand they trust, according to Salsify.
Trust, in particular, is the foundation of all relationships, including those between consumers and brands. It helps establish a connection, and that connection can build loyalty. The problem is
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