Brand authenticity brings value
Soap brand Dove is often cited as an example of what being an authentic brand means. Since 2004, their marketing campaigns have consistently relayed the brand’s core belief that every beauty – no matter how flawed and imperfect – is to be celebrated. This not only shifted the advertising industry’s view of beauty, it gave their messages more meaning and credibility. Other companies are going even further when it comes to translating words into actions – even if it means to be more selective about who gets to buy their products. Take Patagonia, the American outdoor company. Standing firm on its focus to increase the number of “mission-driven companies that prioritize the planet,” the brand made headlines earlier this year by declining to supply corporations that don’t meet certain social and environmental standards.