Brand Authenticity in the Modern World

Over the past decade, we have seen brands go back to basics and focus on their original purpose of existence. Look no further than fashion for examples of a return to purpose or authenticity.

In the early-to-mid 2000s many high-end fashion houses were looking to drive revenue by creating diffusion brands e.g.- D&G by Dolce and Gabbana or Marc by Marc Jacobs, to open their runway ready styles to a more price conscious demographic. While these lines served a purpose, many lines have been closed or pulled back because the lower price point can hurt a high-end brand’s exclusivity. When a brand understands their own authenticity, however, this can be a huge boon to their name. Missoni’s line with Target was so highly anticipated that the release nearly shutdown Target’s website and drove its own form of exclusivity through high demand, thus maintaining authenticity of the Missoni brand.

My professional advice for business owners of a corporate brand is to consider what they and their consumers view as cornerstones of their brand’s authenticity. As market trends and tastes change, look for ways to fold in what makes your brand authentic. If you’re strategic, you may find yourself a driver of the next trend. For additional advice on marketing your small business, please read my article on paradigm shift by visiting my website at http://wollconcierge.com/paradigm-shift/