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"There are only a few people on the planet that can combine the academic knowledge and practical insights of Mike Beverland. His new book offers invaluable insights on branding and should be a must-buy for those in the know. In fact it will almost certainly become the authentic guide to brand authenticity". - Mark Ritson, Associate Professor, Melbourne Business School
Beverland demonstrates brilliantly that authentic brands are built on the paradox between traditional craft skills and break-through
innovations. 'Building Brand Authenticity' makes a powerful argument for rejecting a focus on brand image and instead returning to a love of craft and the devotion of dedicated employees.' - Professor Richard Elliott, Dean, School of Management, University of Bath
Product Description
In an age of increasing consumer cynicism towards brands, marketers are being urged to become more authentic. Yet, how can brands project authenticity when many people believe commercial objects are by definition, fake? Building Brand Authenticity identifies how marketers can create brands that reflect consumers' desired identity or authentic self. Rather that overtly stating that your brand is 'authentic,' or 'real,' brands gain authenticity through warts 'n all story-telling, a living heritage, a genuine love of craft, and sincere commitments to action.
Based on extensive research with consumers and brand managers this book offers seven guiding principles for building brand authenticity: tell rich stories, appear as artisanal amateurs, stick to your roots, love of production, immerse yourself in the consumer's world, connecting to place/space, and building cult-like devotion among staff . The book draws on case studies of brands that have achieved sustained success but are rarely featured in business branding books. Examples include W. Britain's Toy Soldiers, Chateau Margaux, Bruichladdich, Dilmah Tea, The Morgan Motor Company as well as more traditional examples such as Apple, Dyson, Louis Vuitton, Jack Daniels and Virgin.
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Most Helpful Customer Reviews
1 of 1 people found the following review helpful
Format:Hardcover
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. That's why fans display tattoos of the Harley-Davidson logo, or make pilgrimages to the Zippo Visitors Center, or even pay hundreds of dollars for Manolo Blahnik high heels. Yet these brand-devoted consumers are quick to blog, tweet or text when a product doesn't meet their expectations for authenticity and quality. You'll nod in recognition as 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 inside-the-arena marketing war stories will intrigue any marketer and many consumers. While smoothly written, his book would benefit from a fresher graphic design, since its long, unbroken paragraphs make it challenging to read. But, if you stick with it, getAbstract promises you'll find smart, knowledgeable - and authentic - branding advice.
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
1 review
1 of 1 people found the following review helpful
Building brands that feel real
3 May 2010
Format:Hardcover
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. That's why fans display tattoos of the Harley-Davidson logo, or make pilgrimages to the Zippo Visitors Center, or even pay hundreds of dollars for Manolo Blahnik high heels. Yet these brand-devoted consumers are quick to blog, tweet or text when a product doesn't meet their expectations for authenticity and quality. You'll nod in recognition as 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 inside-the-arena marketing war stories will intrigue any marketer and many consumers. While smoothly written, his book would benefit from a fresher graphic design, since its long, unbroken paragraphs make it challenging to read. But, if you stick with it, getAbstract promises you'll find smart, knowledgeable - and authentic - branding advice.
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