Gotta get me some Authenticity

24 Feb Gotta get me some Authenticity

Marketing is the buzzword capital of business, and one of the most prominent words du jour is “authenticity”.

Authenticity in business is the value of credibility beyond form & function. It’s valuable because:

1. Consumers are naturally drawn to authenticity and the qualities it can bring – truth, integrity, honesty.
2. It is a source of enduring equity that can command a premium.
3. Many categories are over-supplied and under-differentiated. A brand’s authenticity helps it rise above markets of me-toos and shallow offerings.
4. Today’s more complex, digital brand marketing models need more than just a positioning and key messages; they need a story and a steady flow of content to sustain consumer conversations. Authenticity is the measure of an engaging and compelling brand story.

Authenticity can be cultivated in many forms. Some of the more common ones are:

Provenance 

Dutch beer, French wine, German cars, Bluff oysters, Korean electronics, Silicon Valley technology and Argentinian tango all denote quality in their respective fields.

Swatch

The Swiss watch industry was facing aggressive competition from low cost Japanese watches. In order to retain their premium position as an industry, but compete in the price market the brand Swatch was created.

Endorsement 

The endorsement of people like movie stars, sports heroes and fashion icons can pass on their hero status to willing consumers through the lens of a brand. This is a common play for brands like Nike, Gucci, Coke and anything with a Royal Warrant on it.

Eight and Bob

In the 1930’s Albert Fouquet, a French aristocrat and passionate perfume connoisseur made a special fragrance for a young JFK who ordered eight bottles for himself and one for his brother Bob. The Eight and Bob brand legend was born.

Ingredients & Recipes 

Whether it is 11 different herbs and spices, vitamin enriched smart foods, Intel chips or secret recipes locked away in vaults, what goes in a brand can make it special.

MitoQ

MitoQ was first created in New Zealand. It is a skincare product that delivers antioxidant CoQ directly to your mitochondria, supporting their natural function and restoring their health. This eliminates free radicals, prevents oxidation, and keeps your skin and organs healthy. MitoQ does this 847 times more effectively than any other CoQ formulation on the market.

Purity 

The absence of adulteration is a strong source of authenticity. This is found in spring water, organic beauty products and sort-of in 100% Pure NZ.

Clearaudio Statement

If you are very serious about the purity of your music then the Clearaudio Statement turntable is the way to go. Its pendulum-supported design is optimally aligned to the centre of the earth to ensure there is no distortion. It weighs 350 kg and it will set you back $US170,000.

Craft process 

Skilled hands and a craftsman’s eye provide a realness and integrity that mass-production can rarely match. This can be found with craft breweries, Le Cordon Bleu chefs, Saville Row suits and exotic Italian bicycles.

Martin Guitars

Martin guitars have been famous for the quality of their materials and a dedication to craft that is second to none. They have been the guitars of choice of legends such as Eric Clapton, Woody Guthrie, Neil Young, Johnny Cash, and Stephen Stills.

Dedication

Some brands tell us how good they are by the length of time they have been in the market. Kiehl’s have been making men’s grooming products since 1851, and Kronenbourg has been around since 1664. A sense of quality can come from long term commitment, surety and the confidence of ‘foreverness’.

Tabasco

Six generations of the McIlhenny family have made Tabasco sauce in Louisiana from the original chilli seeds, brewed to the same process and bottled in the same medicine bottles that the family founder Edmund McIlhenny first created in 1868. The company’s CEO still tastes every brew before he starts work each day.