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Authentic Marketing: How Our Beverages Taught Us To Be Real
Brand are always looking for ways to get noticed. New products and flashy ads are nice, but brand identity needs to extend beyond that. We live in a world where brands need to care about their customers and provide something to the communities who buy their products. Their identities are not just about their products, but also how they interact with the greater world around them. When this identity is reflected in their marketing, brands come across as authentic presences in the world.
Many brands have incorporated a level of social responsibility into their brand identity. In doing this, they may not appeal to every customers, but they strengthen their connection with their core customers. Take Starbucks as an example. In a 2009 statement they have committed themselves to ethically sourcing their coffee and placed a focus on sustainability. Environmentally conscious customers will appreciate this effort and won’t doubt Starbucks when they claim they’re focused on sustainability. They’ve been transparent with their efforts, and there are archives of data support their claim. Other customers just don’t care, and the premium they pay for their ethically sourced coffee isn’t worth the price difference.
Authentic marketing reveals a level of truth about the brand. It allows customers to know what products are being sold…
