Twas brillig and the slithy toves…..
Brand authenticity is an essential to business success:
Our people are more effective and productive if they understand and carry out their role understanding and being authentic to the brand.
Much research by the likes of Gallup and books such as David Boyle’s Brands, Fakes, Spin and the Lust for Real Life attest to those benefits and gaining higher margins at lower promotional cost if you have strong authentic brands.
You also attract better people as they feel confident that they will succeed and further their career, enjoyably and productively with an organisation whose authentic brand they can trust.
And, of course, your customers will actively choose brands to which they can emotionally relate and with which their own personal brand is happy to be identified – B2B as well as B2C.
So the creatives and marketers then go into creative huddles amongst bean bags, table football and frappuccino (!) to come up with brilliant lines and names for products and terms for markets and sectors…
Searching for some new and exciting and memorable way to become ubiquitous: memorable, trustable, buyable, recommendable whilst growing their brand authenticity – or at least not treading on it! So what would Lewis Carrol be doing I wonder, as Brand GB wallows in the slithy aftermath of Brexit?
…turning in his grave or sitting back with the caterpillar and sharing a shisha hookah?
The lesson: Expect the unexpected, listen to and collaborate with all your audiences.
Ann Gurnell – I can be found at firstname.lastname@example.org … or at the Mad Hatter’s Tea Party, perhaps….