BRAND AUTHENTICITY AND HOW IT DIFFERS BETWEEN GENERATIONS

Authenticity of a brand is crucial as it drives customer loyalty. Achieving this is a challenge which many businesses are struggling with in this digitally disrupted era. Last year in our Brand Alpha study the MA and Principals identified that many big traditional brands have been losing authenticity in their category as new fresh thinking brands change the rules of engagement.

The study used four quadrants to understand a brand’s authenticity of which two measure the power in the mind of a brand’s Vitality and Virtue, with the other two measuring the power