Consumers value authenticity in branding from "summary" of Buying In by Rob Walker
The idea that consumers value authenticity in branding is not a new one, but it has taken on added significance in recent years. As we are bombarded with an ever-increasing array of products and messages, it becomes increasingly difficult for brands to stand out from the crowd. One way they can do this is by being authentic – by presenting themselves in a way that is genuine and true to who they are. Authenticity is a powerful tool in the world of branding because it helps to build trust with consumers. When a brand is perceived as authentic, consumers are more likely to believe in its promises and to develop a loyal relationship with it. This is because authenticity is seen as a signal of quality and reliability – if a brand is authentic, then it is more likely to deliver on its promises. But authenticity is not just about being true to oneself – it is also about being true to one's audience. In other words, brands need to understand who thei...
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