Building Brand Authenticity: 7 Habits of Iconic Brands

Cover......Page 1
Contents......Page 8
List of Figures and Tables......Page 12
Acknowledgements......Page 14
Introduction......Page 16
What is Wrong with Brands Today?......Page 19
Book Structure......Page 21
Side Bar: Zippo – Still the Best Lighter Money Can Buy......Page 25
Side Bar: Data and All That......Page 26
A Tale of Two Brands......Page 28
What is Authenticity?......Page 30
Who Determines Brand Authenticity?......Page 32
Why Do Consumers Look for Authenticity in Brands?......Page 36
How Do Marketers Build/Destroy Authenticity?......Page 40
Conclusion......Page 42
Weapons of Mass Destruction and Wooden Chassis......Page 44
Why Do Brand Stories Create Authenticity?......Page 48
Founding......Page 52
Side Bar: Burt and His Bees......Page 55
Family......Page 57
Conflict and struggle......Page 59
Triumph and tragedy......Page 61
Creation......Page 63
History......Page 66
Side Bar: Life during Wartime......Page 67
Community......Page 69
Place......Page 71
Consumers......Page 73
Product/service......Page 74
Conclusion......Page 75
Altoids and the P&G Effect......Page 78
Side Bar: Less is more – returning Cracker Barrel to its roots......Page 80
'Amateurs', 'Artisans', and 'Appearances'......Page 81
One: Emphasizing craft traditions......Page 83
Two: I wasn't formally trained......Page 85
Three: We don't do marketing......Page 87
Four: I love what I do!......Page 88
Five: Luck played a big role......Page 89
Six: Admit failure......Page 91
Seven: We just want to have fun!......Page 92
Eight: Not bad for no budget......Page 95
The Other Half of the Story......Page 96
Conclusion......Page 97
Taking Photos at Melbourne Airport......Page 100
What Sticking to Your Roots Doesn't Mean......Page 102
How to Stick to Your Roots?......Page 103
Side Bar: The other Dr Pepper......Page 104
One: Stylistic consistency......Page 105
Side Bar: Tiger Balm......Page 106
Two: Retaining tradition......Page 108
Three: The founding spirit......Page 110
Four: Telling moralistic tales......Page 111
Five: Returning to or continuing roots in periods of transition......Page 113
Six: Retaining community traditions......Page 114
Conclusion......Page 116
Ayn Rand and James Dyson......Page 118
Why Do We Love The 'Lovers of Doing'?......Page 120
How to Demonstrate a Love of Doing......Page 121
One: Product/production orientation......Page 122
Two: Experiencing production......Page 124
Three: Leaders involved in production......Page 126
Four: Espoused love of craft......Page 128
Five: The quest for excellence......Page 130
Six: Being design-led......Page 133
Conclusion......Page 135
Right Wing Customers......Page 136
Side Bar: Tata Motors......Page 138
One: Employ your customers......Page 139
Two: Live in the market......Page 143
Side Bar: Hans Beck and Playmobil......Page 145
Three: Trust your gut......Page 146
Four: Allow employees to dabble......Page 150
Five: Seed the fan base......Page 153
Conclusion......Page 154
Chateau Margaux's Cows......Page 156
Authenticity is Local (Even when the Brand is Global)......Page 157
One: Nation......Page 160
Two: Region......Page 162
Three: Industry......Page 164
Four: Culture......Page 167
Five: Subculture......Page 169
Conclusion......Page 172
Gordon Ramsay......Page 174
One: Select carefully......Page 175
Two: Look after their welfare......Page 177
Three: Tell their stories......Page 179
Four: Manage non-performance early......Page 180
Five: Encourage creativity......Page 182
Six: Immerse staff in the brand's culture......Page 184
Seven: Lead by example......Page 186
Conclusion......Page 188
Faking it is Hard......Page 190
Don't Just Say it, Show it!......Page 192
Embrace the Tension at the Heart of Authentic Brands......Page 194
Product, Product, Product (or Service, Service, Service – or Both)......Page 195
Be Part of the Consumers' World......Page 196
Avoid the Temptation to Exploit Your Brand for Commercial Gain......Page 198
Employ a Brand Historian......Page 199
Don't be Afraid of Letting Consumers in......Page 200
Be Open and Honest......Page 202
Side Bar: What about B2B?......Page 204
Conclusion......Page 205
Bibliography......Page 206
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