As part of our ongoing exploration of authentic branding and how brand makers create and sustain value, we recently discussed Bain & Company’s Elements of Value. This pyramid of attributes provides a fascinating and powerful framework for discussing and determining exactly what a brand is promising its audience. By identifying the values that a brand or product seeks to fulfill, we can clarify the promise it is making to the consumers who purchase its products.
The greatest opportunity for a succinct declaration of a brand’s promise is its tagline – the short slogan that (usually accompanying a logo) provides a verbal “hook” in the brand’s marketing and advertising. Famous taglines (like Nike’s “Just Do It” or Allstate’s “You’re In Good Hands”) can become cultural touchstones that cement a brand’s identity in the minds of consumers. They also speak to the value proposition – the “promise” – the brand is making to its audience. Continue Reading
The first step towards delivering an authentic brand experience is creating clarity around your brand identity and character so that you can consistently fulfill it. But how does a brand remain true to its character?
One effective way to keep authenticity at the forefront is to consider a brand’s “promise” – what a company promises consumers through their brand image and marketing. This promise can take many forms. Examples might include “to provide the comfort of home,” “to enable adventure,” or simply “to make it easier to keep the house clean.” Once you’ve identified the promise that your brand is making to consumers, you need to prioritize it in your product development, marketing, and customer engagement to create an authentic, consistent brand identity. Continue Reading
Building an authentic, influential brand is about more than the customer experience. The best brands work from the inside out to create a positive environment for their employees as well. Of course, employee experience directly impacts customer experience, especially in industries where customers and employees must frequently interact. There is perhaps no industry in which this holds more true than in food service.
In-N-Out Burger, the fast food company we recently hailed as a “branding genius,” is in the news again. This time, the attention is on their dedication to the employee experience. From “crazy good pay” to work-life balance, In-N-Out Burger has come to be seen as the leader in fast food employee experience. Let’s take a look inside the brand and explore how its employee’s experience contributes to its success. Continue Reading
In our recent examination of Cohn & Wolfe’s Most Authentic Brands in the U.S., one major brand category felt conspicuously absent: fast food. This may be a result of our food culture’s recent growing focus on organic, local ingredients and seasonal menus, which leaves major chains hurting when it comes to consumer perceptions of authenticity. Or, it could be that fast food branding is in a bit of a slump. In an industry dominated by long-standing titans of convenience like McDonald’s and Taco Bell, there’s not a lot of incentive for innovation.
However, there is one fast food chain that looms large despite its relatively small footprint. In-N-Out Burger, which only has locations in California and parts of the Southwest, has nonetheless achieved an almost mythic quality among fast food enthusiasts. In fact, Nation’s Restaurant News recently ranked In-N-Out the highest in customer loyalty of any fast food chain nationwide, with 62% of respondents “saying their last visit… was motivated by the brand and not convenience.”
How does In-N-Out so successfully stand out from the crowd?
We’ve been exploring the 2017 Cohn & Wolfe Authentic Brands study, which surveyed over 15,000 consumers to examine their perception of 1,400 popular brands. The result, the “Authentic 100”, is a list of the top 100 U.S. brands ranked according to consumer perception of authenticity. What can these brands reveal aboutsuccessfully creating brand authenticity?
Let’s continue to examine the precedent set by the 10 most authentic brands. They provide powerful examples of how the most trusted brands in the U.S. have built a reputation for authenticity, consistency in today’s saturated marketplace. Continue Reading
We recently explored the 2017 Cohn & Wolfe Authentic Brands study, which surveyed over 15,000 consumers to examine their perception of 1,400 popular brands. The “Authentic 100” was the result: a list of the top 100 U.S. brands ranked according to consumer perception of authenticity. Now, we’ll look deeper into how to successfully create brand authenticity through the example of the 10 most authentic brands from Cohn & Wolfe’s recent research. Continue Reading