Report

The Algorithm Of Authenticity

Optimize Your Brand At The Intersection Of Purpose And Commerce

March 23rd, 2022
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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