“The crucial ingredient in the success of any brand is its claim to authenticity.”
– Al Reis and Laura Reis, from The 22 Immutable Laws of BRANDING
Sponsored By: The Brand Positioning Workshop
Always love that quote.
Matt, I see authenticity in this case is the real reason between the relationship of the brand and its audience. Relationships can be built in many ways to represent different dialogue, emotions and benefits.
Great brands forge strong relationships and have true fans beyond just financial benefits. They have to be perceived as “staying true” to their area of the market and deliver the right value of their audience.
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what does “authenticity” even mean?