The Pursuit of Authenticity

Authenticity is the latest craze to seize the interest of marketers, led by ever-changing customer attitudes toward what brands they support. According to Stackla’s 2017 Consumer Content Report, authenticity is a critical deciding factor in brand choice. image: Stackala The report, based on more than 2,000 consumer surveys in the United States, UK and Australia,…

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Employing Purpose

Millennials have made it abundantly clear that a brand’s purpose—its “reason for being”—is a significant motivator when making purchasing decisions. Brands like Toms have strong, passionate consumers who want not only the extrinsic benefits of well made, stylish clothing, but also the intrinsic satisfaction of knowing that their purchase served a greater purpose. But does…

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Authenticity Matters

According to Euromonitor International, authenticity was the “standout consumer value” of 2017. For brands in pursuit of authenticity, a company’s heritage is the ultimate resource. Whether it’s to construct a new messaging strategy, re-engage with current customers or court new ones, heritage is the necessary proof that authenticates a brand’s core character and values. For heritage…

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