19 responses

  1. Jill
    April 29, 2010

    Great! Loved it! Can’t wait for more!

  2. Andrew F Stewart
    May 11, 2010

    Great Article. We agree that a brand must be authenticity to be successful these days.
    Our approach to branding creates brands that are authentic, simple, social and scalable.

    We look forward to reading more.



  3. Chris Wren
    May 18, 2010

    What a wonderful article. I’m pleased to see you included the PR component would even extend that to include testimonials from customers and application/user stories.

  4. Imad
    June 13, 2010

    that was nice end :
    ”Which really is the bottom line on brand authenticity. Don’t BS people.”

  5. Dimas A.S. Mardjono
    June 16, 2010

    Very nice article.

    Those 7 points are surely impeccable. Especially, the first point “Be clear about what you stand for. Communicate!” Just forget the rest of the points if we cannot implement the very first one. But how do we do this?

    I believe we could form sort of an organizing body, consisting of selected people within the company from each division, who can deliver a company’s brand strategy (vision, core value, core purpose, brand promise, etc) to Finance, HR, Sales, Marketing, After Sales, Communications, Purchasing, and any other divisions you may have.

    Well that’s it. It’s a very nice to know about your perspective toward brand. Once again. Thank you for your nice article.

  6. Kevin
    July 1, 2010

    Great post John-
    The Bill Breen demi-quote, “profit-making is only a by-product of a larger purpose” is a great point.
    I have shared this advice with my clients for years. Those who care about their relationships naturally convey their purpose; authenticity bleeds through and I believe they see a difference in their bottom lines as a result.
    Thanks for taking such a tactical look at success through authenticity.

  7. Megan Kent
    September 27, 2010

    For millions of years, our brains have been hard-wired to detect suspicious behavior – which means that today, we’re expert at seeking out the credible and true. Humans are naturally drawn to authenticity in people and brands. Today’s expert brands will use their innate authenticity to fuel their brand offerings and behaviors to create an intuitively more credible and satisfying brand experience for their customers. I am focusing more and more on this notion of brand authenticity when consulting my clients.

  8. Ronald c. Pruett, Jr.
    November 4, 2010

    I’ve just learned about your blog and found this article refreshing. Your now bookmarked!

  9. Thaddeus George
    February 7, 2011

    It is very interesting to have an insight into a logo designers universe. I have been attempting to establish my own brand and I am lucky enough to be working with a great Sydney based graphic design company, DPM Creative Group, and the experience has been great. Thanks for the information and the post, will definitely read more of what you got going on.


  10. Beanstalk
    October 20, 2011

    Thanks for this post. It is certainly important that a brand retain its true identity and remain authentic, especially when undertaking a new brand extension. Brand identities, however, do not emerge spontaneously, even when a company has a great product and internal culture–in order to foster a dynamic brand presence, great brand consulting is needed.

  11. Rachel
    October 22, 2011

    Who knew being authentic too so much work?

  12. Tori
    November 29, 2011

    Thank you for the excellent article! This article has provided very valuable information regarding how to remain authentic, or sincere while constructing a brand. I also enjoy how this article is applicable not only to company brands but also to personal brands.

  13. Rachel
    December 31, 2011

    Excellent. I cannot agree enough. Brand authenticity may be the only thing that ensures brand longevity.

  14. jay
    November 28, 2013


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