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    Social media is about authenticity and transparency much more than the traditional advertising environment in which we live.  At the core of any brand is “the WHY.”  And this is explained best in Simon Sinek’s award-winning book:  Start with Why.  In it, the author unveils “the Golden Circle” and says of the WHY:  “very few people or companies can clearly articulate WHY they do what they do.  When I say WHY I don’t mean to make money, that is a result.  By WHY I mean what is your purpose, cause or belief?  WHY does your company exist?  WHY do you get out of bed in the morning?  And WHY should anyone care?”

    Watch the famous TEDx Talk that was so popular it was upgraded to a TED Talk
    https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action?language=en#t-2351

    This week’s discussion question is about identifying the WHY in the Dior brand discussing why you believe it works.

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