Burson Cohn and Wolfe

Brand authentication: Keeping it real in the Digital Age

By DAVID CHAUVIN // In theory, being authentic should be easy. How hard can it be to be yourself – the one person you know better than anyone? Unfortunately, marketing history is full of stories of otherwise-sound brands misunderstanding themselves or the customer relationships – time and time and time again. In search of advertising buzz, a brand refresh or the ever-elusive viral marketing campaign, marketers will often lose sight of what draws people to…