Building Brand Authenticity 7 Habits of Iconic Brands

by Beverland, Michael

• ISBN13: 9780230580312
• ISBN10: 0230580319
• Format: Hardcover
• Copyright: 2009-12-15
• Publisher: Palgrave Macmillan

Summary

The projection of authenticity is one of the key pillars of marketing. Research reveals that consumers seek authenticity through the brands they choose. This book proposes to do so. Based on extensive research with consumers and brand managers this book offers seven guiding principles for building brand authenticity.

Author Biography

MICHAEL BEVERLAND is Professor of Marketing at RMIT University, School of Economics, Finance and Marketing, Australia. Beverland is a recognized academic authority of the production and consumption of authenticity with highly cited publications appearing in prestigious journals such as Advances in Consumer Research, Journal of Consumer Research, Journal of Advertising, Journal of Management Studies, Journal of Product Innovation Management, Psychology and Marketing, and the European Journal of Marketing. He has also received several large government competitive research grants to examine aspects of branding and consumption. Beverland has spoken widely on authenticity on radio and been quoted regularly in the press. As well, he works with research agencies advising brands on delivering authentic experiences.

Table of Contents

List of Figures and Tables	p. xi
Acknowledgements	p. xiii
The New Brand Reality	p. 1
Introduction	p. 1
What is Wrong with Brands Today?	p. 4
Book Structure	p. 6
Conclusion	p. 10
Side Bar: Zippo - Still the Best Lighter Money Can Buy	p. 10
Side Bar: Data and All That	p. 11
Why Authenticity?	p. 13
A Tale of Two Brands	p. 13
What is Authenticity?	p. 15
Who Determines Brand Authenticity?	p. 17
Why Do Consumers Look for Authenticity in Brands?	p. 21
How Do Marketers Build/Destroy Authenticity?	p. 25
Conclusion	p. 27
The Authenticity of Stories	p. 29
Weapons of Mass Destruction and Wooden Chassis	p. 29
Why Do Brand Stories Create Authenticity?	p. 33
The Ten Stories Behind Authentic Brands	p. 37
Founding	p. 37
Side Bar: Burt and His Bees	p. 40
Family	p. 42
Conflict and struggle	p. 44
Triumph and tragedy	p. 46
Creation	p. 48
History	p. 51
Side Bar: Life during Wartime	p. 52
Community	p. 54
Place	p. 56
Consumers	p. 58
Product/service	p. 59
Conclusion	p. 60
Appealing as Artisanal Amateurs	p. 63
Altoids and the P&G Effect	p. 63
Side Bar: Less is more-returning Cracker Barrel to its roots	p. 65
'Amateurs', 'Artisans', and 'Appearances'	p. 66
What Makes a Brand Appear Artisanal and Amateurish?	p. 68
Emphasizing craft traditions	p. 68
I wasn't formally trained	p. 70
We don't do marketing	p. 72
I love what I do!	p. 73
Luck played a big role	p. 74
Admit failure	p. 76
We just want to have fun!	p. 77
Not bad for no budget	p. 80
The Other Half of the Story	p. 81
Conclusion	p. 82
Sticking to Your Roots	p. 85
Taking Photos at Melbourne Airport	p. 85
What Sticking to Your Roots Doesn't Mean	p. 87
How to Stick to Your Roots?	p. 88
Side Bar: The other Dr Pepper	p. 89
Stylistic consistency	p. 90
Side Bar: Tiger Balm	p. 91
Retaining tradition	p. 93
The founding spirit	p. 95
Telling moralistic tales	p. 96
Returning to or continuing roots in periods of transition	p. 98
Retaining community traditions	p. 99
Engaging in focal activities	p. 101
Conclusion	p. 101
Love the Doing	p. 103
Ayn Rand and James Dyson	p. 103
Why Do We Love The 'Lovers of Doing'?	p. 105
How to Demonstrate a Love of Doing	p. 106
Product/production orientation	p. 107
Experiencing production	p. 109
Leaders involved in production	p. 111
Espoused love of craft	p. 113
The quest for excellence	p. 115
Being design-led	p. 118
Conclusion	p. 120
Market Immersion	p. 121
Right Wing Customers	p. 121
Side Bar: Tata Motors	p. 123
How to be Immersed in Your Market	p. 124
Employ your customers	p. 124
Live in the market	p. 128
Side Bar: Hans Beck and Playmobil	p. 130
Trust your gut	p. 131
Side Bar: Akssi	p. 135
Allow employees to dabble	p. 135
Seed the fan base	p. 138
Conclusion	p. 139
Be at One with the Community	p. 141
Chateau Margaux's Cows	p. 141
Authenticity is Local (Even when the Brand is Global)	p. 142
How to be at one with Community	p. 145
Nation	p. 145
Region	p. 147
Industry	p. 149
Culture	p. 152
Subculture	p. 154
Conclusion	p. 157
Indoctrinate Staff into the Brand Cult	p. 159
Gordon Ramsay	p. 159
How to Indoctrinate Your Staff into the Brand Cult	p. 160
Select carefully	p. 160
Look after their welfare	p. 162
Tell their stories	p. 164
Manage non-performance early	p. 165
Encourage creativity	p. 167
Immerse staff in the brand's culture	p. 169
Lead by example	p. 171
Conclusion	p. 173
What Can You Do?	p. 175
Faking it is Hard	p. 175
Don't Just Say it, Show it!	p. 177
Embrace the Tension at the Heart of Authentic Brands	p. 179
Product, Product, Product (or Service, Service, Service-or Both)	p. 180
Be Part of the Consumers' World	p. 181
Avoid the Temptation to Exploit Your Brand for Commercial Gain	p. 183
Employ a Brand Historian	p. 184
Don't be Afraid of Letting Consumers in	p. 185
Be Open and Honest	p. 187
Side Bar: What about B2B?	p. 189
Conclusion	p. 190
Bibliography	p. 191
Author Index	p. 203
Brand Index	p. 207
Subject Index	p. 215
Table of Contents provided by Ingram. All Rights Reserved.

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