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Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Get it on Amazon (Kindle/Print)

New brand authenticity index reveals most sincere brands

Trader Joe's and AAA lead the US in authenticity

From the products consumers buy to the places they work, brand authenticity is becoming a key ingredient to a company's success, according to the 'Brand Authenticity Index' from human behavior and analytics firm Escalent.

The study aimed to provide a data-driven index of what it takes to win over consumers and engender strong brand loyalty through genuine messaging and action in alignment with intrinsic brand values.

"Consumers are incredibly savvy when it comes to their loyalty, and they hold brands accountable to act on stated values, including corporate citizenship, diversity and inclusion, social justice, and sustainability. What a company stands for matters now more than ever, which is why we wanted to determine how to measure authenticity," said Jill Miller, vice president of Escalent's Consumer & Retail practice.

Escalent evaluated 32 top brands from the consumer and retail, financial services, technology and telecom industries, measuring each brand on five dimensions that accurately predict and diagnose a brand's authenticity: thoughtful, transparent, reliable, committed and socially aware.

Based on these dimensions, five brands stood out from the rest in consumers' eyes:

Trader Joe's
AAA
Samsung
USAA
Target

Despite the wide range of products and services offered by these top five brands, two core commonalities emerged: They know who they are, and their values are intrinsic to what they do and how they do it.

"The companies that performed well in our initial surveys go beyond the talk - they live and breathe their values," added Miller. "An authentic brand image is more important today than ever, particularly as our nation grapples with the COVID-19 and social justice crises. These five companies have won consumers over with their words and actions."

Sources: Escalent / The Marketing Factbook.
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Categorised as:

Customer Experience
Customer Loyalty
Marketing Know-How
Marketing Technology

Have you seen The Customer-Focused Marketing Playbook?

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)