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How to define authenticity in marketing

Marianne Tournery
Content Strategy Manager, Media Division
Kantar
Marianne.Tournery@kantar.com

How to define authenticity in marketing

Brands need to work hard and employ a variety of techniques to earn trust and a reputation for authenticity.

Authenticity is a word that resonates in all ears. Over the years it has become more than a buzzword or a fashion in the marketing sphere, while still remaining rather ill defined. Some see it as “no bullshit” brand speech or a form of real marketing, while for others it is a question of radically transparent and responsible communication.

Beyond transparency, which is not an end in itself, Kantar’s “DIMENSION 2019” study confirms that, for authenticity, brand trust is essential. Consumers expect a brand to deliver its promises and remain true to its values while meeting their expectations and using their data responsibly. To top it all off, the brand must ensure the consistency of messages across all channels.

Kantar’s “DIMENSION 2019” study also reveals that word of mouth and referral sources are more important for authenticity with the connected consumer than brand discourse. French people’s opinion of brands is particularly influenced by online media, user-generated content and other consumers’ opinions found on the internet. Friends and family, reviews and the web (excluding brand sites) are their main sources of information and inspire the most confidence.

To convey a message in an authentic way, PR and user-generated content should therefore have prominent places in brand mechanisms, alongside paid-for and owned media.