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Let’s Get Real About Authenticity
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Authentic?
Amsterdam
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Authentic?
Amsterdam
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Authentic?
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What We’ll
Cover Introduction &
Background
Why
Authenticity?
What We Learned
& Next steps
Authentic?
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Authentic?
Authentic?
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What We’ll
Cover Introduction &
Background
Why
Authenticity?
What We Learned
& Next steps for
you
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Why
Authenticity?
authenticity is a better predictor of purchase
intention than brand love, trust and credibility
$512 billion worldwide trade in fakes –
2004 BusinessWeek
authentic brands gain higher margins at
lower promotional costs
Authenticity: Brands, Fakes, Spin and the Lust for Real Life. Boyle, David
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…not enough that we have
material wealth (the “Lexus”)
must also have moral and
ethical values (e.g., traditional
cultural values, the “Olive
Tree”).
Why
Authenticity?
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Economic output
commodities goods services experiences
Business imperative
supply control improve render
Consumer sensibility
availability cost quality authenticity
Evolution of
sensibilities
Authenticity: What Consumers Really Want. Gilmore, James H
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Two biggest markets in $8 trillion a year US economy
1: consumer technology
2: escape from consumer technology
High tech /
high touch
High Tech/high Touch: Technology and Our Search for Meaning. John Naisbitt
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VUCAVolatility
Uncertainty
Complexity
Ambiguity
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Now time to
“get your
hands dirty”
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Tin – more expensive than plastic, heavy
Old fashioned Moulded design difficult to engineer
Paper inside – expensive
Wacky flavours – Ginger? Cinammon?
Mints too strong for many
Hand cut shape – edges not smooth, not consistent
Many colours - expensive
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What We’ll
Cover Introduction &
Background
Why
Authenticity?
What We Learned
& Next steps for
you
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Emotions &
Cues
Products &
CategoriesImagery &
AssociationsBrands
HOW…
VISUAL
ASSOCIATIONS
ATTRIBUTES,
PRODUCTS
PROJECTIVE
TECHNIQUES
✹Our
Approach
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2700 interviews
Our Market
Structure
US
BRAZIL
UK
CHINA
FRANCE
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What does
Authenticity
mean?Does being
Authentic
impact
purchase?
How?
How do you
communicate
Authenticity
without saying
authentic?
Can a
brand own
Authenticity?
Are brands trying
too hard to be
Authentic?
What brands
do they
perceive as
Authentic?
Is it time for
new
packaging?
Your
Questions
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eCollage™Image Library
To see a demo of our eCollage tool, please email [email protected]
Please create a collage that expresses what the word Authenticity means to you when buying a product.
Also think about what makes a product Authentic. What elements, features, attributes, etc. that allow you to distinguish an Authentic product from an inauthentic product?
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Image Clouds
Top Images
per Country
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Dimensions of
Authenticity What
Authenticity
Means Real/ Genuine
Pure/ Natural
High Quality
& Verified
Original & Hand-Crafted
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Dimensions of
Authenticity
High Quality &
Verified
Original &
Hand-Crafted
Verified, 5 stars, guaranteed, seal by
experts, proven
hand made, from scratch, not mainstream,
unique, one of a kind, different
Flag = Special strength
within specific market
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Dimensions of
Authenticity
Honest, natural (down-to-earth), genuine
personality, trustworthy, sincere, true,
reliable, individuality
Sincere, natural, simplicity, natural
expressions, harmony, back to basics, fresh
Flag = Special strength
within specific market
Pure & Natural
Real &
Genuine
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“The people in the collage are exhibiting their true, heart-felt emotions, including perhaps the following: love, pride, discouragement. The fruits are all natural without any preservatives or artificial flavors added. I'm not sure what the object in the middle is, but it has a seal which implies authenticity. The working man appears to be working on an authentically hand-made product.”Female, 53
“All of the food is authentic because it was made by someone or grown out of the soil therefore it is authentic. I also had pictures of affection e.g. the polar bears. Love is authentic.”Female, 15
Authenticity
eCollage
examples
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“Authenticity is something that is undoubtedly real. Uncorrupted. Not manufactured or made up of other manufactured things. It is usually one-of-a-kind, and has a very earthy feel. It requires hard work with your hands.”
Male, 42
“I selected different pictures to express uniqueness. Being authentic means being real and unique.”Female, 29
Authenticity
eCollage
examples
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Words Most
Associated
with
Authenticity
Q4: Which are the top 3 words you most associate with Authenticity when considering or buying a product?
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Words Least
Associated
with
Authenticity
Q5: And, which are the top 3 words you least associate with Authenticity when considering or buying a product?
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Authentic
Cues,
Products &
Brands
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Relevance of Authenticity when purchasing a product (T2B)
77% 64% 63% 82% 87%
Relevance &
Statement
Agreement
Consumers…
• Like to buy authentic products
~80-90%, lower UK (63%)
• [Are] loyal to brands [they] believe
are authentic
~70-80%, lower UK (58%)
Many agree…..
• Authenticity is inherently associated with
a brand’s image, not specific products
~50-65%
• Brands today are trying too hard to be
authentic
~55-70%, lower UK (46%)
MUST HAVE?
RELEVANCE
65% 47% 65% 83% 73%
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Attributes
Authenticity
Cues &
Products
Top Personality – Across all markets
Products
Trustworthy45-60%
Dependable40-45%
Confident30-50%
Cars45%
Food/
Beverages25%
Clothing10%
Technology10%
Organic products
10%
Effectively
delivers what
it promises
~70-85%
Consistent
over time
65-80%
High
quality
~65-80%
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Innovative,
unique, quality
products
Classic,
original,
historic brand,
great quality
Original, been
around a long
time, unique taste
Good
quality,
great brand
WHY
Authentic
Brands
Q17: Generally speaking, which brand(s) do you associate with Authenticity? Why
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A natural
product which
has been
around for a
long time
Renowned,
luxury
products
Good quality
product
Good
quality,
long
heritage
An old brand
with good taste
WHY
Q17: Generally speaking, which brand(s) do you associate with Authenticity? Why
Authentic
Brands
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WHY
Innovative,
advanced
technology,
trustworthy, high
quality products,
established
Quality,
reliable,
established
brand.
A genuine,
good quality
brand with a
style.
Strong
heritage,
original,
taste better
than other
brands.
Trusted,
quality,
good
value.
Leading brand,
reliable, long-
lasting, original,
different styles.
Authentic
Brands
Q17: Generally speaking, which brand(s) do you associate with Authenticity? Why
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WHY
Innovative,
advanced
technology,
synonymous with
high quality
products
Quality,
reliable, with
good serviceA leading
brand with
good quality
and comfort
Long
history,
consistent
quality
Major
brand, with
superior
quality
Luxury brand
with long,
quality heritage
Authentic
Brands
Q17: Generally speaking, which brand(s) do you associate with Authenticity? Why
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Beverage Words or
Phrases /
Brands
Associated
with
Authenticity
Words or Phrases
Brands
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Beverage Words or
Phrases /
Brands
Associated
with
Authenticity
Words or Phrases
Brands
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Beverage Words or
Phrases /
Brands
Associated
with
Authenticity
Words or Phrases
Brands
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Beverage Words or
Phrases /
Brands
Associated
with
Authenticity
Words or Phrases
Brands
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Beverage Words or
Phrases /
Brands
Associated
with
Authenticity
Words or Phrases
Brands
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What We’ll
Cover Introduction &
Background
Why
Authenticity?
What We Learned
& Next steps for
you
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Authenticity
is a ParadoxWhat
Authenticity
Means
Products/Brands
=
Brand Equity focused
Abstract
=
Aspirational“The Harley Davidson
represents the people
who are not pretending
to be someone
else...these people live
a more authentic life, ...
A Harley is real and
those who ride them
are real…’
“Kellogg's cornflakes is
a traditional cereal one
of the original cereals
that got Kellogg's
started .”
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Deliver, deliver, deliver
& consumers will tell
their story about your
brand
Understand the context
of Authenticity and
where you can play in
the realm of Authenticity
Deliver on Promise
Multi-dimensional
Considerations
going forwardBuilding
AuthenticityHave an authentic message
Less focus on product.
Integrate emotions and
relevant values into the
brand story. Involve
consumers own stories
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Those are my principles, and if you don't like them... well, I have others
Groucho Marx
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Determine cues to
communicate Authenticity for your brand
Identify imagery, emotional
associations for your brand in realm of Authenticity
Understand consumer
perceptions of your brand (Authentic?) vs competition
Uncover unmet Authenticity
needs for your product/ category
A&U
Consumer Exploratory
Brand Development
Considerations
going forward
Building Your
AuthenticityRoadmap
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Ideate around insights related
to Authenticity to create new concepts
Co-create & optimize new
ideas to communicate your
Authenticity positioning
Concept Development & Positioning
Considerations
going forward
Building Your
AuthenticityRoadmap
How do you communicate
Authenticity? Do you have the right
words?
Imagery?
Do consumers connect to
your message?
Ad & Message Development
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