In my last post, I discussed how brand trust in the U.S. may have hit rock bottom and that marketers need to build brand authenticity. In this article, I would like to discuss a bit about how companies can address this challenge.
Creating brand authenticity is a huge challenge. This is not only because it requires major coordination from all company functions, but it also takes highly focused discipline from strategy and planning to execution. Generating authenticity has three major components: setting expectations, consistently meeting those expectations and actively managing failure.