Current economic crisis, which caused a global depression, has hit emerging markets with great force. The world has changed.

 

Consumers don’t behave as we expect them to behave, thus we need to radically change the ways we communicate with them and market our products.

Marketing of authenticity is a new approach to communication. Authenticity is communication element that makes consumer believe in what they hear, read and see.

Trust and confidence is what sells the best in times of trouble and doubts.