Careful What We Call an Authentic Brand

On the notion of being careful what we call authentic...

Adapted from a recent LinkedIn conversation on Brand 3.0.

I have an article for you that confronts a fuzzy line between authenticity and 'fauxthenticity'. Alicia Clegg points to a spectrum of degrees of authenticity in examining several brands:

http://www.brandchannel.com/features_effect.asp?pf_id=276

In the case of brands vis à vis authenticity, I think fantasy and reality enter a different contextual agreement with the mind—perhaps metaphorical authenticity.

For example, maybe I am eating a bar of chocolate. The packaging displays Mayan imagery, and a Mayan chocolate story. The chocolate flavor is based on Mayan chocolate recipe. We know that the Mayans have been gone for quite some time and had little to do with the New York based company that profers the product. However, the story behind the inspiration for this chocolate bar is authentic, and the Mayans truly made their version of chocolate, and this is one great tasting chocolate bar. If the story is authentic, and the product is authentic, then the metaphor is authentic. And for all practical purposes the entire brand experience is authentic. That the Jungian archetypes Mother Earth + Warrior + Patriarch implied in the story connect with people is also authentic—even though the chocolate may be manufactured in Kansas City.

On the other hand, what about companies like Häagen-Dazs? The fictional name looks and sounds German, Dutch or maybe Scandinavian, although the company does not currently falsely claim that it is. Still it's simply great tasting ice cream. And the current company story is that simple. Authentic? The story is. The name? It's fictional and arguably misleading. However, the company developed name that is a metaphor for a feeling that is authentic. Here the lines of authentic vs. fauxthentic become blurred I think. Does this undermine the overall authenticity of Häagen-Dazs product and company brands? I'm not sure.

Your thoughts?

Comments

written on 18-Jan-2010
EthicalBrand [http://www.reallifelab.com] says:
There are some very interesting arguments wrapped up in this debate. Personally, I don't believe that the word 'authentic' and 'mythology' can be used in the same brand context. Authenticity is becoming an increasingly important point of leverage for brands that recognise and moreover respect their stakeholders. Anything that undermines the integrity of that is akin to greenwash. The only thing that is authentic about an 'authentic myth' is that it is untrue. As far sham names go, well, I don't think there is anything particularly wrong with names that are subliminally suggestive of a consumption experience, provided that is fulfilled and no doubt there is an army of Häagen Daz stakeholders out there (Russell...) who would probably be right to argue for the authenticity of that non-name. ~ Bill
written on 18-Jan-2010
marc_campman [http://www.webjam.com/marketing_20] says:
Interesting post. Its an area of branding where brand meets psychology. A very tricky area that needs to be executed carefully. I think the words AUTHENTICITY AND INTEGRITY are key here. As long as your authentic in your story and use common sense integrity it can work to your advantage. I think the Bodyshop is a good example of this. Believing that following nature is the only way to be beautiful. http://www.thebodyshop.co.uk/_en/_gb/services ... aspx. If you check their website and follow them in the media, you can see they live an breathe the values they have set.
written on 18-Jan-2010
albertob says:
Hi Russel and Co.

Well... not being an expert myself, I think this debate can be easily killed by thinking that branding and authenticity cannot work together.
Branding implies a lot of intrinsic cynicism. Let's communicate an idea and a set of values that transcends the product and help the business to engage the customers. The examples mentioned are just too obvious, but you can apply the same logic to nearly every brand and every campaign in the planet.
Authenticity is not scalable, as soon as an idea, a product, is sent to gain space in the market you have to invest to dress it up with extra information that, from the stakeholders perspective, the only authentic output expected is the level of return of that investment.
Now authenticity is part of the brief: "we want to look authentic". Which is an oxymoron. Basically, looking at the examples in the original blog post, the better way to look for un-authentic brands is by looking at the most authentic-looking ones.

Maybe we should tend to build "honest" brands instead of "authentic" ones.
written on 18-Jan-2010
russell.volckmann says:
Mythology, fantasy, metaphor—these are important aspects of the human experience, are they not? They help us describe intangible ideas, greater ideals, concepts, and feelings... and deeply rooted in our psyche, they make authentic connections. The stories don't need to be literal to offer an authentic experience.

And if a company lives up to those greater ideals in practice, then that company has an authentic brand. As Marc suggests, living with integrity is an authentic act.

In a sense, Alberto, you are saying something similar. Honesty and integrity both are vital to the authenticity of a company... living the brand experience, and delivering a return-on-investment experience for all stakeholders, on all touchpoints... from natural ingredients, to value for dollars spent, to caring about customers and the community we all inhabit.
written on 18-Jan-2010
cristian.saracco says:
Hi there!

So complex issue

To be authentic, doesn't mean that you are honest... e.g.: Al Capone was authentic, however and under traditional behavior standards, he wasn't honest... More interesting is that under the mafia rules, he was a respected person because his integrity...

Mother Theresa of Calcuta, Gandhi... could be examples where autheticity, honesty and integrity merge... How many others? Hmmmmm... few!

Brands would be more like Al Capone... Dont' you think?

To be authentic in brands is to be loyal to the company deepest principles... Be honest is to accept when you are right and when you are wrong and let the others know that... Have integrity is to behave following few simple social rules... always!... What brand is able to assure that is commited and accomplish those three statements? Actually, I dont' know...

Great post Russ! Thanks for sharing it!
written on 19-Jan-2010
russell.volckmann says:
Cris... perfect... great examples, and adds another dimension to the conversation of authenticity completely!

If a brand is a gangster brand, and true to the gangster experience, then yes, it is also an authentic brand!

Thank you for that, Cris... Good one
written on 19-Jan-2010
jboiter [http://www.boltgroup.com] says:
cris and russell, ah the inherent "truths" of the brand have raised their head in the conversation. you guys are right on. in our deep immersion with clients we go through exercises to bring out these truths - the pillars of the brand. the core attributes that manifest themselves throughout the brand experience. they are not campaign driven, they exist whether promoted or not, because they are truths of the brand. the key to bringing authenticity to the brand is for these truths to resonate in the visual and verbal expression of the brand, so the brand's consumer can come to rely on them, seeing the "truth" in the brand, and making it relevant to their needs and desires.

but we know lots of brands can look authentic, and not be. their identites are created to intentionally portray authenticity, while not being truthful at all. and then there are the brands where authenticity is at the core of their existence - coca-cola, harley davidson, etc. that openly emote the truth's of their brand, and resonate authenticity, because they live these truths in their brand everyday.

great post. btw, happy new year russell and cris! jamey
written on 19-Jan-2010
Lupa says:
Very interesting post Russell!!! great great discussion!
(my heart is with the Al Capone Theory )

thanks for sharing!
written on 21-Jan-2010
cristian.saracco says:
Greta thoughts JB

Probably, authentic means that they have a strong identity (and were not built, only, around their images)

BTW... Happy new year too!

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