As Malcolm Gladwell so eloquently points out in his 2004 book, The Tipping Point:
Look at the world around you. It may seem like an immovable, implacable place. It is not. With the slightest push—in just the right place—it can be tipped.
This is both good news and bad news for the branding strategist, since the customer, whose behavior you are attempting to motivate, is so easily influenced by external forces.
In the new economy, getting noticed and starting a dialogue is further complicated by the choice explosion. Consumers have more product choices than ever, in practically every market niche, and less and less time and patience to sift them. This is not a passing fad. It is the new market reality.
Truth is, products often seem equal to us in terms of features and benefits, so we look for shortcuts to help us make quick buying decisions. Trust, more often than not, is that shortcut. As a result, trust emerges from the customer perception of authenticity.
In the new economy, brand authenticity has become more than just another buzz phrase for brand strategists to toss around to impress clients. It has become an essential business asset.
Realizing how important this essential business asset is will help propel your brand into success.