Brand Authenticity: By the Numbers

BRAND AUTHENTICITY BY THE NUMBERS The Data Behind Authenticity in Business AUTHENTIC APPEAL Authenticity proved to be even more important than product utility and social prominence when it comes to driving consumer behavior. Honesty About Products & Services 91% Product Utility 61% Brand Appeal 60% Brand Popularity 39% AUTHENTICITY DELIVERS HIGH ROI Honesty resonates with global consumers, employees and investors. It builds loyalty and trust among a brand's social communities, and it's valuable for increasing profit margins. 63% of those surveyed buy from authentic brands over competitors that hide their true selves. And while 47% would seek employment from a transparent brand, 23% would financially back such a brand. 63% 47% 23% ECONOMIC INDICATORS While the hunger for authenticity is a global effect, "those in fast-growing economies are twice as likely to invest in authentic brands as respondents in slower-growing countries." Fast-Growing Economies 31% 15% Slow-Growing Economies TOP 5 AUTHENTIC GLOBAL BRANDS M. SAMSUNG Carrefour KFC BRAND AUTHENTICITY DEFINED IN 140 CHARACTERS Brand X @authenticbrandx 3m BRAND An authentic company owns up to their mistakes and is honest with customers. Doesn't sugar coat anything or sweep problems under the rug. Sources: Cohn & Wolfe "Authentic Brands 2014: The Age of Authenticity" http://bit.ly/1WEPYB Fast Company "The Number One Thing Consumers Want From Brands? Honesty" http://bit.ly/1AkJxpC BONFIRE МARKE TING THINKBONFIRE.COM #THINKBONFIRE