Best Practice Report

The Algorithm Of Authenticity

Optimize Your Brand At The Intersection Of Purpose And Commerce

March 23rd, 2022
Anjali Lai, null
Anjali Lai
With contributors:
Mike Proulx , Dipanjan Chatterjee , Alex Schanne , Peter Harrison

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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