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:


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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.