Tapping into the power of authenticity, an example for healthy lifestyle brands
At a time when deception and lies are coming at us from all directions, we search for greater meaning and sincerity from the brands we choose. Brands that live their values, practice what they preach and try hard not to let us down.
Here’s a nice example of authenticity (in this case, grass roots qualities) from condiment maker Beerenberg’s introduction of Provenance Pathway. After purchasing the product (strawberry jam), customers enter the items barcode and expiration date on the company website. An overview of the product appears, including photos of the people who made it, the product specs, and an implementation of Google Earth to map the farms where the main ingredients originated.
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I'm President of Trajectory. We re-energize businesses across the health continuum by helping our clients to imagine and create new value. Before Trajectory, I was EVP Management Board member at Interbrand, the world's most influential brand consultancy. I've also held senior level marketing positions at Faberge, L'Oreal and Beiersdorf.
