Anyone who knows me will know that one of the core principles of my branding work with professional firms is that they need to be RAD - relevant, authentic and distinctive.

This is a fascinating article from the Economist, highlighting two points in particular; first, the importance of authenticity; and second, the danger of faking it.

Faking it often comes when your marketing is divorced from your business and strategy.

The only way to develop a really authentic brand message is to spend time with your people and clients - with your people to understand what it's like to work for you and with your clients to understand what it's like to work with you.

Because a broken promise is worse than no promise at all...