However many times, I discover myself throwing authentic model around in conversation, having fun with the sensation of gravitas it lends, with out truly understanding what the heck it really means. Corporations were rated towards seven attributes of authenticity, and customers’ notion of whether a brand is reliable, respectful and real” was analyzed as well. Use it to foretell essential model behaviours like advocacy, growth in market share and shareholder value.
Firefish ran a nationwide survey of 1,000 individuals investigating the perceptions of fifty manufacturers chosen from the BrandZ checklist of most valuable manufacturers, benchmarking them towards 5 values of ‘authenticity’: being unique, trustworthy, visionary and credible, and having a sense of purpose.
Consumers need to care – they wish to consider that their buy is making a distinction someplace, one way or the other, that the brands they are supporting with their hard-earned dollars live out the values that they believe in. Folks respond to honesty, integrity, enthusiasm and love, they usually can spot frauds from a mile away.
Right this moment’s digitally-connected, world consumers are clever and might inform if they’ll love your brand or not inside seconds – it is your nicely-crafted brand story that can decide if they’ll bounce or stick round and shop a little bit.
Compare this to their perceptions of the business’s brand and decide where we might be genuine to gain an advantage by being true to our heritage and capability. Individuals can’t help but recognise the model’s dedication to that, which is mirrored in its authenticity rating it ranks 18 amongst UK manufacturers.