Which side are you on? What do you think? In business, as in politics, having a clear point of view is one of the best ways to demonstrate authenticity from a branding standpoint. Think about Patagonia, Ben & Jerry’s, or Toms Shoes. They’ve made their values crystal clear and it’s only increased their popularity.
Having an opinion can help your brand stick out from the pack, but authenticity can be good for your health as well.
Consider the polygraph test. The polygraph shows significant changes in physiological responses: a faster heart rate, higher blood pressure, and increased perspiration –the physical manifestations of stress. The truth may not set you free, but it help you feel better about yourself, your brand, and the times in which we live.