Let’s Get Real About Authenticity

Authentic?

Amsterdam

Authentic?

Amsterdam

Authentic?

What We’ll

Cover Introduction &

Background

Why

Authenticity?

What We Learned

& Next steps

Authentic?

Authentic?

Authentic?

What We’ll

Cover Introduction &

Background

Why

Authenticity?

What We Learned

& Next steps for

you

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

…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?

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

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

VUCAVolatility

Uncertainty

Complexity

Ambiguity

Now time to

“get your

hands dirty”

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

What We’ll

Cover Introduction &

Background

Why

Authenticity?

What We Learned

& Next steps for

you

Emotions &

Cues

Products &

CategoriesImagery &

AssociationsBrands

HOW…

VISUAL

ASSOCIATIONS

ATTRIBUTES,

PRODUCTS

PROJECTIVE

TECHNIQUES

✹Our

Approach

2700 interviews

Our Market

Structure

US

BRAZIL

UK

CHINA

FRANCE

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

eCollage™Image Library

To see a demo of our eCollage tool, please email info@buzzback.com

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?

Image Clouds

Top Images

per Country

Dimensions of

Authenticity What

Authenticity

Means Real/ Genuine

Pure/ Natural

High Quality

& Verified

Original & Hand-Crafted

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

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

“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

“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

Words Most

Associated

with

Authenticity

Q4: Which are the top 3 words you most associate with Authenticity when considering or buying a product?

Words Least

Associated

with

Authenticity

Q5: And, which are the top 3 words you least associate with Authenticity when considering or buying a product?

Authentic

Cues,

Products &

Brands

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%

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%

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

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

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

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

Beverage Words or

Phrases /

Brands

Associated

with

Authenticity

Words or Phrases

Brands

Beverage Words or

Phrases /

Brands

Associated

with

Authenticity

Words or Phrases

Brands

Beverage Words or

Phrases /

Brands

Associated

with

Authenticity

Words or Phrases

Brands

Beverage Words or

Phrases /

Brands

Associated

with

Authenticity

Words or Phrases

Brands

Beverage Words or

Phrases /

Brands

Associated

with

Authenticity

Words or Phrases

Brands

What We’ll

Cover Introduction &

Background

Why

Authenticity?

What We Learned

& Next steps for

you

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 .”

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

Those are my principles, and if you don't like them... well, I have others

Groucho Marx

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

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

Any

Questions?

Premium

Healthy

Sustainability

Natural

Luxury

Value

Quality

Indulgence

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