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Building Brand Authenticity
Book

Building Brand Authenticity

7 Habits of Iconic Brands

Michael Beverland
Palgrave Macmillan, 2009

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Editorial Rating

8

Qualities

  • Innovative
  • Applicable

Recommendation

Authenticity, by its very nature, can’t be faked – at least not for long. Consumers know intuitively when something is authentic, regardless of what marketers say. People yearn to feel enthusiastic about the products they buy. They seek brands that make them feel validated, understood and connected, and when they find them, they demonstrate their loyalty. Yet these brand-devoted consumers are quick to blog, tweet or text when a product doesn’t meet their expectations for authenticity and quality. Branding expert Michael B. Beverland identifies “seven habits” of authentic brands, including passion for excellence, devotion to a craft, and respect for heritage, tradition and place. His use of marketing war stories will intrigue any marketer and many consumers. This book's long, unbroken paragraphs make it challenging to read, but if you stick with it, you’ll find smart, knowledgeable – and authentic – branding advice.

Take-Aways

  • The public loves authentic brands in a way that belies popular branding advice.
  • Traditional marketers attempt to control the consumer’s image of a brand, yet customers always have had a say in brand image, and their influence is growing.
  • Authenticity is subjective, but authentic brands share seven definitive traits.

About the Author

Michael B. Beverland, a professor of marketing at the Royal Melbourne Institute of Technology in Australia, is a brand marketing researcher, writer and speaker.

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