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June 27, 2012#

Dollar Shave Club–Authentic Without Trying

Nothing inspires people more than the truth.  Most companies think that telling people the truth, the whole truth and nothing but the truth makes them vulnerable, but they’re wrong.   Being nakedly honest about who and what you are actually binds your brand to people in ways nothing else can, because only when you trust people with the truth, do they whole-heartedly trust you back.   I’m not talking about “authenticity” — that over-used marketing term that usually means the brand being presented is fake– but the real thing; the kind of natural honesty that flows effortlessly from every pore of a brand without even trying.  For a great example of this, look no further than the Dollar Shave Club, a true David in the land of shaving industry Goliath’s.