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Five Essential Ingredients for Authenticity

The pursuit of authenticity has become an obsession for many brands in their marketing efforts. Stackla’s survey of 2,000 adults in the United States, United Kingdom and Australia found that a staggering 86 percent of those polled say authenticity is important in determining which brands they like… Read More

Driving Customer Engagement Using Authentic Content

Authentic content offers a means for brands to improve their customer engagement. It’s not the only means, of course, but it’s one of the options that marketers too frequently ignore in their quest for content that gets read or viewed and acted upon. The role of marketing hasn’t changed… Read More

Organizational Change and the Corporate Anniversary

Most organizations will at some point face a need for change. This may include change in how they do things, such as their workflow processes or customer experience journey management; upsizing or downsizing, restructuring, or leadership changes; a brand refresh or internal marketing initiatives; change in what they do, such… Read More

Authentic Brand Voice: The Saga of Joe Isuzu

We often talk about how brands need to be authentic in order to appeal to today’s customer. Brands that use authentic content—that is, content derived from a brand’s heritage and experience—connect with their audiences in a way that is genuine and unique. How that authentic content is packaged and used,… Read More

Why Authentic Content Matters: Part One

You may have noticed our new tagline at The History Factory: Leading the Authentic Content Revolution. It’s a line conceived through a lot of research (and a bit of soul-searching) inside and outside our company. It’s a recognition that all our people—researchers, curators, creatives, archivists, account service, writers,… Read More

Unlocking the Marketing Value of History

More brands than ever are beginning to realize the marketing value of history, but how they monetize their history varies. Some capitalize on their history by creating brand museums and factory tours that highlight their craftsmanship and origins. For others, the marketing value of history is through merchandise—iconic T-shirts, metal… Read More