Buyers have had enough of phony product brands. Fabricated figureheads like Betty Crocker and the Marlboro Man ruled the twentieth century, but social media and customer reviews have reshaped expectations. Not only can we handle the truth—we demand it.
While everyone talks ad nauseam about “authenticity,” it’s still much easier to fall back into the old-world playbook. Emily Soccorsy and Justin Foster created Root & River to help businesses succeed at branding from the heart and build an enduring culture of truth. Doing it right creates new levels of joy, satisfaction and loyalty, but requires a new and very deliberate way of thinking. When businesses brand from the heart, amazing things happen, particularly three invaluable breakthroughs that always do.