For decades, the world’s best brands have refined their techniques to reach new consumers and create loyal, life-long customers. But the modern consumer is smart and informed, maybe even cynical. So how do you grow your business without resorting to manipulative psychological tactics?  Consumer behaviour expert Professor Nitika Garg says the key to earning consumer loyalty is authenticity and a holistic approach to your brand’s identity.   +++  The Business Of podcast is brought to you by the University of New South Wales Business School, produced with Deadset Studios.   This episode is hosted by Dr Juliet Bourke.  The transcript and show notes can be found on our website here.  If you want to learn more about marketing – its potential ethical pitfalls and how to avoid them – you'll like our episode with marketing expert Dee Madigan. You can find it here.  Want to follow the latest research and news from UNSW Business School and AGSM @ UNSW Business School? Subscribe to our industry stories at BusinessThink and follow UNSW Business School and AGSM on LinkedIn.   We acknowledge Aboriginal and Torres Strait Islander peoples as the Traditional Custodians of the land on which this show was made. See omnystudio.com/listener for privacy information.