The only truly defendable brand position is an authentic one. Any brand that tries too hard, feels forced, or seems to be a stretch can stand out—in a bad way. Potential customers can spot a brand that’s over-promising from a mile away.
![](https://peopledesign.com/assets/img/bie/28_authenticity.jpg)
The only truly defendable brand position is an authentic one. Any brand that tries too hard, feels forced, or seems to be a stretch can stand out—in a bad way. Potential customers can spot a brand that’s over-promising from a mile away.
Next article: What is Market Positioning?
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