IN SHORT

Today, more than ever, authenticity is one of the key pillars of marketing. Now that every action is scanned, reviewed and shared by consumers, being authentic is fundamental. Consumers seek authenticity through the brands they choose. Based on extensive research with consumers and brand managers, we know that there are specific principles for building a brand authenticity. As an extension of yourself, a brand must always come from the heart.

KEY IDEAS

  • For consumers, it means being open, honest and transparent
  • But they also associate the term with the higher notions of integrity, responsibility and, crucially, being “true to core values”
  • For 94% of American consumers, authenticity is “important” or “very important”
  • In the United States, 68% said they would buy a more authentic brand over its competitors

GO FURTHER

The Search for Authenticity: A Bold Way to Build Brands and Business - Read article
Building An Authentic Brand: A Case Study, ZIPPO - Read article