The recently released 2017 Cohn & Wolfe Authentic Brands study is the result of an ambitious undertaking. Cohn & Wolfe surveyed over 15,000 consumers across a wide variety of markets in search of a deeper understanding of their perception of 1,400 popular brands. Culminating in the “Authentic 100” – the top 100 U.S. brands ranked according to consumer perception of authenticity – the study “examines the role of authenticity in business, the attributes associated with an authentic brand and the impact of authenticity on consumer… attitudes and behaviors.”
It’s no surprise that authenticity is an attribute that is highly valued by today’s consumers. In our social media-saturated society, consumers have more opportunities than ever before to interact with brands on a “personal” level and they demand that engagement in exchange for their loyalty to certain brands and products. Let’s take a look at how consumers perceive authenticity and what that means for today’s brand builders.
My favorite coffee shop is about a mile from my office, and it has an unexpected name: Second Best Coffee. That’s a strangely self-effacing way to market a cup of coffee, isn’t it? So, why “second best”?
Bloomberg View recently ran a powerful article titled, “Islamic State Is Just an Umbrella Brand for Hate.” Leonid Bershidsky’s compelling piece reaffirms to me that a large part of ISIS’ success has sprung from its deft combination of the age-old rules of propaganda with the novel accessibility of social media. ISIS’ twisted (yet carefully calibrated) message can be broadcast both faster and more directly than ever to horrific effect.
The message that propagandists cultivate tends to grow through three stages of attack. First, propaganda demeans the target group, then degrades them, and ultimately dehumanizes them entirely. This subtle escalation of rhetoric is the slippery slope that allows propagandists to infect the minds and hearts of those who hear their message.
My favorite Dallas restaurant is Bolsa, a highly-acclaimed, Oak Cliff-based restaurant that has the right touch.
Bolsa’s web site promises, “Fresh, local ingredients. A daily changing menu. The best cocktails in the city.“
The focus on fresh and local is evident throughout the menu and even in the bar menu (vodka tonic with cucumber).
The best part about the restaurant is that fresh/local is not hype. They pay off this claim in every detail.
How committed are the owners to fresh/local?
WHAT’ S THE PERMISSION TO BELIEVE?
The owners literally built the restaurant on this promise and take great pride in the fact that their kitchens have no freezers or deep fryers.
The only way that works is with fresh, local ingredients and a menu that changes daily.