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In 2015, the United States imported more than it exported. As a result,
Authenticity Deficit
The gap between a brand's promise and its actual customer experience, potentially leading to diminished trust and loyalty.
Brand Purpose
The reason a brand exists beyond making a profit, often related to a social good or impact that aligns with its values and mission.
Poseur Brand
A brand that attempts to project a certain image or identity that is not genuinely supported by its products, services, or corporate values, often perceived as inauthentic by consumers.
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