|But what is authenticity to a brand if not the product of a carefully developed and consistently executed brand strategy that is built on truth? Truth, not authenticity is behind every great brand. Truth is not a take-away, it is a mandate that permeates all that a brand stands for, says and does. Which is not to say that never the twain shall meetÖindeed a brand can be qualified as authentic ñ as defined by Mr. Gilmore ñ if it builds predictability and trust over time.|
A terrific way to measure and build a brandís success over time is through customer experience management. This means creating a baseline score of familiarity and favorability and then working to meet customer expectations. Only with this qualitative and quantitative approach can a brand identify and firm up weaknesses, exceed what is expected and truly differentiate itself in the marketplace.
Advertisers and politicians often opine that itís really a matter of perspective, but in the discipline of brand-building truth is singular and concrete. In a recent posting on Fast Company Now, Jim Gilmore writes about authenticity as the primary driver of brands. He basically says that a focus on building positive customer experiences is less important than the quest for authenticity.