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Een glimlach voor authenticiteit

Gerd De Kee, Expert Strategy & Branding
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Hét vraagstuk waar menig marketeer momenteel mee worstelt, draait rond “purpose” en authenticiteit. Een existentiële identiteitscrisis over de bestaansreden van zijn of haar merk, ingegeven door een veranderend maatschappijbeeld waarbij corporate responsability meer behelst dan “je best doen”. 

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