The document discusses definitions of an authentic brand from consumers' perspectives. It provides examples of brands that consumers view as authentic and why. Specifically, it examines brands that tell compelling stories over generations (Disney), reflect cultural traditions (Ralph Lauren), provide added benefits and customer service (JetBlue), have a higher social vision and give back (TOMS), create a sense of community (Green Bay Packers), and stay true to core values while adapting over time. The key takeaway is that an authentic brand prioritizes the consumer experience and connection above all else.

1. AUTHENTIC BRAND Best practices
for successful
CONNECTIONS brand
management
Chelsie French
Jess Hornyak
Laura Leskoven
Meredith Pursell
Communicat ions Maria Rassokhina

2. MOST IMPORTANT PART OF AN
AUTHENTIC BRAND
The consumer!
 There isn’t an exact definition of authentic, so there isn’t an
exact definition of an authentic brand.
 Therefore, achieving an authentic brand connection varies from
person to person. It involves putting the consumer first, and keeping
in mind how a consumer wants to interact with a brand.
 Success in the eyes of the consumer will be success for your
brand.

3. THE MOST IMPORTANT PART OF AN
AUTHENTIC BRAND CONTINUED
 We found that since an authentic brand connection is
subjective, there are many definitions of what an authentic
brand is.
 We’re going to take you through a few of those definitions
with examples to help illustrate the point,
 and we’ll end with some advice to apply to whatever brand
you’re working on – keep these tips in mind with whatever
brand you’re working on and you’ll be successful!

4. DEFINITIONS OF AN From a
consumers
AUTHENTIC BRAND point of view

5. STORY TELLING
“The definition of an authentic brand is one with a credible
story. The company was founded by the Disney brothers, Roy
and Walt, a venture that started in their uncle’s garage. They
began with silent animated shorts in the 1920s, and soon
introduced beloved characters like Mickey Mouse. The
company has grown into the largest media conglomerate in
the world (in terms of revenue). Throughout all this change
and growth over the past 8 decades, every element of the
brand can be tied back to Disney brothers, and their oldest
friend Mickey Mouse. It’s amazing that films like Bambi, Snow
White, and Pinocchio - films that my mother grew up with, are
the same films I’ll be showing my children and grandchildren
someday.
Their story is very well-known, and spans several generations.
It is a brand I grew up with, and one I trust because it’s been
there my whole life. Times have changed, but The Walt Disney
company remains true to its original values - providing quality
entertainment for the whole family. “

6. TRADITION
Well, I think it’s great for a brand to have a story element, but for me, what makes a brand
authentic is when it’s in-tune with culture. I like brands that understand how I feel and
what I value. Brands that reflects the tradition and values of a society, but are up-to-date
and forward-thinking.
One brand that I think is authentic is the Ralph Lauren company. Ralph Lauren clothing
has that “all-American” feel--it’s polo shirts and khakis and Americana. It symbolizes our
nation’s prosperity through polo horses and houses on Cape Cod. It’s really patriotic.
Also, Ralph Lauren also reflects our country’s love of the “American Dream.” He was the
son of immigrants and grew up in the Bronx, and he built his empire from the ground up,
so his brand and success from his various lines--show the “pull yourself up by your
bootstraps” mentality that we traditionally value in our society and that we love. The Ralph
Lauren brand reflects a key part of American society, one that I connect with.

7. ADDED BENEFITS
“For me an authentic brand does not just sell me a
product or service: they exceed my expectations in a
way that makes me feel comfortable around them. By
giving out complementary products and services, or
just paying extra attention to customer service, they
make me feel like I am valued and appreciated. They
blur the distinction between a consumer and
corporation, and create a natural relationship.
I love flying JetBlue because it streams free live
DirectTV to passengers and serves wide assortment of
complimentary cold and hot drinks on board. JetBlue
is the highest rated and the only 4-star airline in the
United States. Jet Blue believes that they are “not just
flying airplanes” but rather “flying people”. It shows,
and I love that about them.”

8. HIGHER VISION
I really connect with brands who give back to the
community. Brands who lead a helping hand to those in
need show me through their actions how authentic they
truly are. My favorite example of this is TOMS shoes.
Their One for One model really resonates with me. I'm
able to have my trendy shoes, but I'm also providing
shoes for a child in need.
Blake started with a vision to provide shoes for children
who would normally go through day-to-day activities
barefoot. Shoes help protect them against diseases and
give them an opportunity to attend school, since most
schools require shoes as part of the dress code. With the
idea that shoes improve health and can help make
attending school a reality TOMS ultimately provides the
opportunity for these children to succeed. They have
already delivered over 1 million pairs of shoes to children
all over the world. TOMS is always looking for more ways
to help improve the lives of others.

9. COMMUNIT Y
An authentic brand can be a non-profit as well.
Sports teams are a great example of a “brand” that creates
a community. If you’re a sports fan, I’m sure you absolutely
understand this feeling of a community with your team.
The Green Bay Packers show one of the best examples of an
authentic brand connection in sports. The Packers are the ONLY
non-profit community owned major league sports team in the
United States. This means that the fans really are part of the team.
One year after a bad snowstorm, the team needed the field
and stands removed of the snow. People drove from all over
the state to help get the field ready for Sunday.
Living in Wisconsin and rooting for the Packers has become somewhat
of an unspoken requirement. I think it’s partly because of being
fan-owned and partly because of being a major league team thriving
in a small city and partly because people from Wisconsin are just
ridiculously loyal. Either way, it’s created a brand community that’s
truly unique. Regardless of which team is your favorite, it’s one that’s
hard to argue with.

10. OUR ADVICE Key i n s i ght s a n d
re c o m menda tio ns

11. IF YOU REMEMBER NOTHING ELSE,
REMEMBER THESE 5 THINGS.
 Do your homework.
 Know who your target is and who your communicating with, not who
you want it to be.
 Be sincere.
 Remember core values.
 Adapt to change.
 Be adaptable and stay relevant. Change happens.
 Engage in conversation.
 Not everyone will like you – a little debate is often a good thing.