Summary
Perceived brand authenticity is the requisite for any brand to earn trust, but the elusive, emotional, abstract nature of authenticity means that marketing leaders have lacked a scientific approach to building and measuring it — until now. In the current environment of consumer skepticism, misinformation, and pandemic-induced attitude and behavior change, CMOs can’t leave trust to chance. This report synthesizes advanced quantitative data analysis, qualitative insight, academic scholarship, and corporate case studies to equip CMOs with a systematic, deliberate method to maximize perceived brand authenticity.
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