Tag Archives: authenticity

Case Studies in Authentic Branding: UPS, AAA, Lego, & M&Ms

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.
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Authenticity in Branding & Marketing: What’s Your Brand’s Promise?

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.
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Talking Points: The Power of Outsiders

Who is your spokesperson? Why does it matter? What makes a spokesperson great?

In my recent post, Who Is Your Brand’s Spokesperson?, I examined the various types of brand spokespeople. While we’ve all encountered “Charismatic Leader” types such as Steve Jobs, who serve as both c-suite executives and the public face of their brand, there’s an underrecognized and underutilized voice that we don’t often hear – that of the “Outsider.”
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