In response to your Voxpop asking how brands can be made more authentic (DW 10 December 2009), authenticity needs substance. It cannot be invented. To do so is to attempt to fool your consumers, and we know that honesty is key to driving a deeper, more connected relationship with them.
Authenticity can come from many aspects of the brand, but, crucially, to be credible it must be something inherent within. That’s not to say authenticity is about age or long-established brands alone. It may be playing up the history of the brand, or perhaps it lies within a product truth, such as the ingredients story, or even its environmental credentials. Either way, it must be based on a truth about the offer.
Martyn Withers, Director, Embrace Brands, by e-mail