What does it mean to make a brand “believable,” and why should we care?In a world flooded with brand noise, authors Allison J. Steinke and Haseon Park show how authenticity, consistency, innovation, quality, emotional attachment, and credibility builds believability. An essential concept for every marketing professional and student to explore!This book introduces core brand concepts of belief systems, growth, strategy, and social influence to provide a road...

What does it mean to make a brand “believable,” and why should we care?In a world flooded with brand noise, authors Allison J. Steinke and Haseon Park show how authenticity, consistency, innovation, quality, emotional attachment, and credibility builds believability. An essential concept for every marketing professional and student to explore!This book introduces core brand concepts of belief systems, growth, strategy, and social influence to provide a road...