Gone are the days when the founder of a company was completely faceless and unknown. Over the last decade or so, there has been a greater call for transparency in the way businesses operate. The individuals who start and run these businesses, regardless of industry, are being called into the spotlight, as more and more consumers want to know exactly who is behind their favorite brands.
And more than that, they want to connect with the people behind these brands on an emotional level. They want to know that the humans behind these brands are just like them.
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Consumers don’t just want to be sold more “stuff,” they want the story that goes with it.