As consumers, we are passionate about the brands we choose because those brands help us to define ourselves, to make a statement without having to speak. The brands themselves tell a story of our values and often allow us to convey things that are often better left unsaid. Many of these brands rely on authenticity to lend legitimacy to their experience. This story of heritage and origin becomes a key component of brand value as the brand matures and evolves.
However, the actions brands take today influence our perception of the past and manage future expectations. What you do today affects how people perceive what you did yesterday.