> You have to be authentic to who you are as a brand, otherwise you’re not going to win, and you’re not going to get new customers or keep your customers if you’re selling them something that you’re actually not.
> > That authenticity also maybe even starts with the product and making sure that your product is on brand.
> > Suzy Davidkhanian

Your brand is a story, an expectation, and a promise.

Staying true is hard, but chasing trends usually isn’t a formula for long-term success.