Authenticity, by its very nature, can’t be faked – at least not for long. Consumers know intuitively when something is authentic, regardless of what marketers say. People yearn to feel enthusiastic about the products they buy. They seek brands that make them feel validated, understood and connected, and when they find them, they demonstrate their loyalty. That’s why fans display tattoos of the Harley-Davidson logo, or make pilgrimages to the Zippo Visitors Center, or even pay hundreds of dollars for Manolo Blahnik high heels. Yet these brand-devoted consumers are quick to blog, tweet or text when a product doesn’t meet their expectations for authenticity and quality. You’ll nod in recognition as branding expert Michael B. Beverland identifies “seven habits” of authentic brands, including passion for excellence, devotion to a craft, and respect for heritage, tradition and place. His use of inside-the-arena marketing war stories will intrigue any marketer and many consumers. While smoothly written, his book would benefit from a fresher graphic design, since its long, unbroken paragraphs make it challenging to read. But, if you stick with it, getAbstract promises you’ll find smart, knowledgeable – and authentic – branding advice.
In this summary, you will learn
- What characteristics authentic brands share
- How to spot the “seven habits” of authentic, enduring brands
- Why consumers consider certain brands authentic – as demonstrated in a variety of marketing war stories.
About the Author
Michael B. Beverland, a professor of marketing at the Royal Melbourne Institute of Technology in Australia, is a brand marketing researcher, writer and speaker.