Publisher's Synopsis
Authenticity is the heart of any powerful brand. That's not news - authenticity has become the 'it word' marketing - but why do so many people find it so hard to put it into practice? Jessica Zweig has emerged as one of the few branding gurus who really gets authenticity: how to find it in yourself, how to show it to others, and most importantly, how to live it. In 'Be' Zweig explores the myths about branding and gets straight into the heart of what really builds and sustains a personal brand platform: your unapologetic authenticity.
