PRmoment.comPRmoment GLOBAL

Opinium

Business’s struggle for authenticity

1st July 2016


Authentic. It’s something we all as individuals want to be and it’s something all organisations probably believe that they are. But authenticity, like so many of those really important, intangible things in life, has to be in the eyes of the beholder.

It cannot be self-defined.

Cohn & Wolfe's Andrew Escott on their recent Authentic Brands research:

Cohn & Wolfe recently completed some interesting research on what it believes is required for organisations to become authentic, or indeed unauthentic.

http://www.prmoment.com/images/cms/chart-auth-1.png

EE's Howard Jones discusses the importance of earmed media in building a reputable brand:

The global differences in consumer perception of brand authenticity is shown below:

http://www.prmoment.com/images/cms/chart-auth-2.png

Asia clearly wins the authenticity race, proving that if nothing else, all things are relative, but even. China has a relatively low score of 36%. Western Europe leads the way in terms of cynicism.

Is authenticity nice to have for business or does it really count on the bottom line?

Cohn & Wolfe’s research suggests that globally 88% of consumers will reward a brand for being authentic.

http://www.prmoment.com/images/cms/chart-auth-3.png

What does authenticity look like?

In terms of how authenticity manifests itself, again it’s about consumers perception. Cohn & Wolfe defines the attributes of authenticity as reliable, respectful and real.

http://www.prmoment.com/images/cms/chart-auth-4.png

And each “R” has a cluster of individual attributes:

http://www.prmoment.com/images/cms/chart-auth-5.png

The opportunity for brands when understanding their authenticity is to understand their authenticity profile, both in terms of its strengths and weaknesses, particularly in comparison to their competitive set.

http://www.prmoment.com/images/cms/chart-auth-6.png

If you’re still with me, this analysis comes to life when you look at Cohn & Wolfe’s top five most authentic brands in the UK. Whilst the list is excellent news if you are a high-street retailer, the data behind the scoring (shown below) reveals an interesting insight into consumer perception of brands.

Cohn & Wolfe’s Top 5 Most Authentic UK Brands

http://www.prmoment.com/images/cms/chart-auth-7.png



PRmoment Passport

PRmoment Passport

Comments:

Have your say...



© 2017 - PRmoment. All Rights reserved. Company registration no. 6651850

Website design & build by CHIEF