"The projection of authenticity is one of the key pillars of marketing. Research reveals that consumers seek authenticity through the brands they choose. This book proposes to do so. Based on extensive research with consumers and brand managers this book offers seven guiding principles for building brand authenticity"--Provided by publisher.
Bibliography
Includes bibliographical references (p. 191-201) and indexes.
Contents
The new brand reality -- Why authenticity? -- The authenticity of stories -- Appearing as artisinal amateurs -- Sticking to your roots -- Love the doing -- Market immersion -- Be at one with the community -- Indoctrinate staff into the brand cult -- What can you do?
