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Have you seen How To SELL Anything?

This incredible sales handbook distils an expert's lifetime of sales and marketing experience and hands it to you on a platter, in a simple, easy-to-follow format. With existing customers being the most valuable source of income for any business, this book will teach you how to increase your return business and make more profit from your most loyal customers - and even how to reduce the costs of dealing with your least profitable customers.

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:

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.
Copyright © 2020 - 2025 The Marketing Factbook.

    Categorised as:

  • Customer Experience
  • Customer Loyalty
  • Marketing Know-How
  • Marketing Technology

Have you seen How To SELL Anything?

This incredible sales handbook distils an expert's lifetime of sales and marketing experience and hands it to you on a platter, in a simple, easy-to-follow format.

With existing customers being the most valuable source of income for any business, this book will teach you how to increase your return business and make more profit from your most loyal customers - and even how to reduce the costs of dealing with your least profitable customers.

You'll learn to sell yourself, sell your products, and sell your brand on the internet, writing high-conversion landing pages, social media posts, and more. You'll start attracting customers you didn’t even know existed, and learn the top trade secrets for customer retention.

You'll become a lean, mean selling machine. See how the experts do it and learn to adapt what they've done for your own profit. You'll learn to write strong, powerful, effective sales copy, whether it's for a sales script, sales letter, flyer, insert, advert or just about anything else.

You'll learn how to sell whether you're selling by telephone, by mail, or even meeting prospects face-to-face. You'll find out how to size them up, present yourself, nail down their true needs, close the sale, and learn to tackle the tricky ones.

You'll discover the biggest secrets of successful direct mail sellers, sales letter writers, and how to segment and choose the right prospects for each campaign.

Get it on Amazon (Kindle/Print)
 
Copyright © 2001-2025 Peter J. Clark