The projection of authenticity is one of the key pillars of marketing. Research reveals that consumers seek authenticity through the brands they choose. Based on extensive research with consumers and brand managers this book offers seven guiding principles for building brand authenticity. INDICE: The New Brand Reality - Why Authenticity - The Authenticity Of Stories - Appearing As Artisanal Amateurs - Sticking To Your Roots - Love The Doing - Market Immersion - Be At One With The Community - Indoctrinate Staff IntoThe Brand Cult - What Can You Do? - References
- ISBN: 978-0-230-58031-2
- Editorial: Palgrave Macmillan
- Encuadernacion: Cartoné
- Páginas: 240
- Fecha Publicación: 22/10/2009
- Nº Volúmenes: 1
- Idioma: Inglés