Authenticity. It’s a word we continue to hear and see everywhere. And yet, so often, it rings hollow. Over the past few years, authenticity has become one of the most overused words in brand leadership—and thereby, perhaps, one of the most misunderstood. I hear many brand leaders, marketers, and communications teams speak about authenticity as if it’s a tone of voice, a transparency policy, and even a creative brief.
“The future of communications is going to be working with leaders and organizations on their narrative, which is their message, reputation, and positioning, rather than exposure and publicity,” said Adam Mendelsohn, founder of Upland Workshop, in AXIOS’ report from Cannes.
A brand is a promise of a relevant, differentiated trustworthy experience. Defining a brand means knowing the functional, emotional and social benefits of the promised experience; the values of the customer; the personality of the brand that appeals to those customers and the features that bring the benefits, values and personality to life.
Nike’s collaboration with Skims, Kim Kardashian’s billion-dollar shapewear empire, is one of the most talked-about partnerships in years. Within days of the announcement, Nike’s market cap surged by $6 billion, a clear signal that investors saw financial upside.
From all my years in research and consulting, I think I’ve learned a thing or two about marketing worth sharing. Enduring fundamentals, mostly—yet often overlooked. So, this year, I want to share some snippets for your consideration. I hope they’re helpful. This week’s thought: Marketing is about wants, not needs.
