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Australia’s most authentic brands: ‘Amazon is already here’ | Mumbrella360 video

In the following session from Mumbrella360, Principals founder Wayde Bull reveals how he analyses Australia’s most authentic brands, and which companies are making their way up the rankings in 2017.

Josie Tutty

October 24, 2017 9:51

Wayde Bull, founder and planning director, Principals agrees that ‘authenticity’ is one of those “slippery, high concept words that features very much so in the business books more than in every day customer conversations.”

Bull explains that in order to pin down authenticity, it pays to look to individuals who are considered authentic.

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Josie Tutty

Josie Tutty was Mumbrella's deputy editor. She worked on the publication between 2017 and 2019. She's previously written and edited in the UK for Jungle Creations and Trinity Mirror.

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